The Department of Tourism (DOT) has linked up with popular video sharing platform TikTok to promote a renewed interest and appreciation for local cuisines under its latest #SarapMagingPinoy campaign.
Various content creators from Luzon, Visayas, and Mindanao were tapped to share clips of homemade recipes and dishes on the app.
Some of the videos even featured scenic destinations in the Philippines while showcasing local produce and diverse cooking styles across the country.
Since its launching on June 1, the campaign has garnered more than 35 million views.
“Food is an integral part of Filipino culture, it reflects our history and our diversity. More importantly, food is what binds us together with our family, friends, and community. Whenever we travel, we travel for food,” DOT Secretary Berna Romulo-Puyat said.
According to the DOT, the #SarapMagingPinoy campaign is a form of crowd-sourced community food mapping–that is, associating food with culture and a specific destination–to create compelling stories for travel. In this case, food is an integral part of a traveler’s journey.
“The DOT continuously pushes its food tourism initiatives, and it will always be open to partnering with various innovative and engaging platforms such as TikTok to constantly promote and remind our people about how special our cuisine is to our nation,” Puyat added.
The tourism chief urged users to take part in the campaign until June 15 by posting recipe videos that feature the best dishes from their cities.
The video introduction should also include the campaign’s thematic messaging of showcasing Filipino pride, and mention the key line, “Sarap maging Pinoy (It’s good to be Filipino).”
Users must also include in the caption the hashtag #SarapMagingPinoy, along with a hashtag that indicates your city of origin, using the format #Lutong(city), for example #LutongCebu or #LutongDavao.
To view the campaign, visit https://vt.tiktok.com/ZSJHQf25c/ .