Scary stories as soft power
When I was in high school, everyone was talking about the Japanese horror film, The Ring. It first came out in 1998 but for some reason, we only got wind of it around 2003. We watched it during summer break and it terrified me to the point where I was scared to be alone. I would make my grandmother stand beside the bathroom door as I showered and she wasn’t pleased.
The Ring’s popularity ushered in the reign of Japanese horror movies. Hollywood took a stab at remaking it along with The Grudge (another Japanese horror movie that gained popularity between 2004 and 2005), but they just couldn’t hold a candle to the originals.
That same year, I even wrote a paper for English class talking about why Japanese horror beat the competition every time. The research for it led to sleepless nights, avoiding dark places, and being jumpy for months, but it was all worth it.
Horror stories may not always be top of mind when it comes to cultural diplomacy. Folklore is even avoided sometimes due to fear of looking old-fashioned. One can definitely argue that when done well, however, it can really ignite (or further) interest in a foreign culture. What is branding without good narratives, right? Oftentimes, such initiatives come from the private and entertainment sectors but there’s still space for governments to capitalize on this.
The fascination for the supernatural at varying degrees is pretty universal. Even if someone doesn’t watch horror, this particular aspect of a country’s narrative is always going to be intriguing. We see the same thing happen with Korean TV quite often. Who can forget the performance of actors Gong Yoo and Lee Dong Wook in the drama Goblin? While they’re far from being scary and how an actual goblin or angel of death would normally look, this modern take is now living rent-free in the minds of millions of people who watched the show. We all know what a Korean person means when they say ‘dokkaebi’ and how we can avoid a Korean angel of death. You’ll never know when such information can come in handy.
The Philippines also has an entry in this category. Just recently, we had Trese debut on Netflix. An animated series based on the graphic novel by Budjette Tan and Kajo Baldisimo. It tells the story of Alexandra Trese, a Babaylan-Mandirigma (warrior shaman), who fights supernatural forces that pervade the criminal underworld. An aswang (evil spirit) clan operates illegal activities from a pier, a nuno (dwarf) works as an informant, and even the legend of the White Lady of Balete Drive makes an appearance. While I enjoyed it immensely, I think a point for improvement is the storytelling. We must start telling these stories with a foreign audience in mind, providing more context. Trese was released in the US then globally. Some viewers felt, however, that you have to be Filipino to fully grasp the story. Another Netflix show discussing our folklore is the Mga Kwentong Epik: Maria Makiling. This one’s targeted toward the younger audience and gives a full narration while providing a modern take on the scorned goddess.
Some say it may be a little niche, maybe even backward, but a country’s folklore really makes its history a little richer and a lot more interesting. I once shared stories with a German friend from Noli de Castro’s yearly horror show. It’s a classic—a little campy—but it’s what most people my age grew up with and watched every time the eve of All Saints Day rolls in. It was warmly received and she asked me why we weren’t investing much in these stories.
Good thing we’re starting.
Korean headwear visits the Met
While we’re on the topic of countries with storytelling prowess, Korean hats from the 19th century are currently on display at the new Metropolitan Museum of Art in BGC. The specially curated exhibit features around 150 pieces, including Korean traditional hats and modern artworks. Headpieces like decorative hairpins and headdresses can be found in the exhibit and some reproductions can also be worn.
The gat, a hat made popular by actor Ju Ji-Hoon as he played a Joseon Dynasty prince in zombie thriller series Kingdom, is also on display. My favorite section features Korean traditional costume dolls from Baehwa Women’s University. This is the first time the dolls are being exhibited internationally.
Korea, A Land of Hats will be at The M until Nov. 30. Make sure to call ahead to schedule your visit.
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Some say it may be a little niche, maybe even backward, but a country’s folklore really makes its history a little richer and a lot more interesting.
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Switzerland wants Filipino travelers
As travel starts to become a little easier again, Switzerland is amping up its tourism promotion efforts in the Philippines. The European country known for its breathtaking landscapes has just opened a tourism antenna office in Manila along with the beginning of their Innovation Week exhibit. Matthew Yabut, who has been handling press relations for the Swiss Embassy, was appointed as the new marketing representative for Swiss Tourism in the Philippines.
Swiss Ambassador Alain Gaschen noted how tourism and innovation work hand in hand in his home country. “This week, I have innovation and sustainability on my mind and Swiss tourism has a lot to do with both. We invented winter sports back in the 1860s,” he added.
The Ambassador also shared how train travel in Switzerland is preferred for tourism initiatives as it’s more “Swiss-tainable” and, according to visiting Swiss Travel System head of market management Fausto Zaina—“pure enter-train-ment.” I couldn’t agree more. We took a Swiss train ride up the Jungfrau and down to the village of Grindelwald back in 2019 and it felt like I was in a postcard.