Recognizing the impact of the pandemic to the country's creative industry, President Ferdinand "Bongbong" Marcos Jr. vowed to protect the sector in order to preserve the "Filipino brand."

The President stated in his 73-minute State of the Nation Address (SONA) on July 25, his administration's intention to showcase the enhanced Filipino brand that is "unique, attractive, and creative."

"To foster the Filipino brand is to spark our sense of pride and reaffirm our strong sense of identity. It is time to welcome the rest of the world with an enhanced Filipino brand that is unique, attractive, and creative," he said.

In order to do this, Marcos vowed to protect the country's creative industry, which helps preserve the true Filipino "soul and identity."

"The creative industry likewise faces many challenges including workplace conditions, working hours, intellectual property rights, and the welfare of our beloved freelancers who were left vulnerable during the height of the pandemic," Marcos said.

"We require an institutionalized creative industry that will advance the interests of its stakeholders — sila na nagbibigay ng kaluluwa at sa ating pagka-Pilipino. Protektahan natin sila ( they are the ones preserving our soul and identity as Filipinos. Let us protect them)," Marcos added.

The Chief Executive stressed supporting the industry will also help displaced workers in the sector to regain employment.

"The creativity of the Filipino is truly world-class. We excel in arts and culture, new media, live events — avenues which generate primary and downstream jobs for our creative and talented countrymen. Unfortunately, ang mga hanapbuhay na ito ang unang pinadapa ng pandemya at ang pinakahuli namang makakabalik sa normal (their livelihood was among the first to bear the brunt of the pandemic and the last to go back to normal)," the President said.