By JACQUELINE LUCERO 

Photos from Araneta Center Facebook Page

“Let’s go, kids! Don’t forget your sweaters!” This joyful call always marked the beginning of one of our most cherished family traditions every year. It wasn’t just a regular outing—it was “the” day we eagerly awaited each year.

It was the first day of school break or Christmas vacation, and we’d dress up so fast, ready for a day of adventure. The excitement started with a visit to our uncle’s house on P. Tuason in Cubao, where we’d share a delicious lunch together. But the day didn’t end there. After the meal, we’d head to the Araneta Center’s Fiesta Carnival for some fun, stop by the Marikina Shoe Expo to pick out new shoes, and then the true highlight of the day awaited—the magical Christmas display at the Manila C.O.D. store.

In the heart of old Manila, one holiday attraction held a special place in the hearts of Filipino families every Christmas season—the iconic Christmas display at Manila C.O.D. in Cubao. Long before the age of digital light shows and sprawling holiday festivals, the animated Christmas display at C.O.D. brought wonder and excitement to people of all ages, turning the shopping experience into a beloved holiday tradition.

More than a department store, Manila C.O.D. was a cultural landmark, a familiar place where families year-round could find everything from household items to something special for the holidays.

Thriving from the 1960s to the 1980s, C.O.D. was located along what was then called Highway 54 (now EDSA). Every December, the façade of the store would come alive with a massive, animated Christmas display, affectionately known as the “C.O.D. Christmas Show.”

The concept of the display was simple yet groundbreaking for its time. Without the CGI or high-tech animations we see today, C.O.D. used mechanical figurines, twinkling lights, and synchronized movements to create a magical scene. Each year, the display depicted a new theme, often showcasing classic holiday scenes, Nativity stories, or even Filipino folklore.

For children, the sight of these animated figures coming to life was as if the holiday spirit itself had leapt off the shelves and onto the streets of Cubao. Children and parents alike would gather on the sidewalks, eyes wide with awe, as the figures moved, lights sparkled, and Christmas music filled the air.

Each year, the C.O.D. display followed a different theme. Some years, it was a winter wonderland with Santa’s sleigh and reindeer soaring through the night sky. Other years, it focused on the traditional story of the first Christmas, complete with the Holy Family, shepherds, and the three Wise Men. There were also displays celebrating Philippine folklore, highlighting beloved characters in festive settings. No matter the theme, C.O.D. ensured every detail—from the mechanical movements to the sound effects—contributed to the magic of the experience.

Families from all over Metro Manila would make the trip to C.O.D. just to see the display. People would plan their visits around showtimes, standing along the streets for the best view, bundled up in sweaters to ward off the December chill. Some would bring snacks while nearby vendors sold holiday treats and toys, further adding to the festive atmosphere. The experience wasn’t just about shopping—it was about gathering as a family, sharing in the joy of the season. For children, seeing the display became an eagerly anticipated rite of passage, something we looked forward to all year.

For parents, the C.O.D. Christmas display became a beloved tradition they passed down to their children. This was before the days of large shopping malls and theme parks, and there was a certain charm in the simplicity of the display. C.O.D. became an integral part of family Christmas celebrations, woven into the fabric of countless memories. Friends meeting up to see the show, siblings holding hands to avoid getting lost in the crowd, and grandparents pointing out the scenes with wide-eyed excitement—these moments brought life to the C.O.D. Christmas tradition.

As the years went by, however, times began to change. New malls emerged across the city, and more advanced technology brought forth more sophisticated displays. The rise of mega shopping centers and commercial entertainment eventually led to a decline in foot traffic to department stores like C.O.D.

Although the Manila C.O.D. store closed its doors in 2002, the magic of its Christmas display lived on in the memories of those who had experienced it. The animated figures, twinkling lights, and cheerful holiday music became cherished symbols of the season, etched in the hearts of generations. Recognizing the nostalgic value of this beloved tradition, the C.O.D. Christmas display was later revived at the Greenhills Shopping Center, bringing the magic to a new generation in a different setting. The spirit of the display continued to captivate audiences, evoking the same warmth and wonder that made it a treasured part of Christmases past.

The story of Christmas at C.O.D. in Cubao encapsulates a golden era of Philippine holiday traditions. It reminds us of simpler times, when a single animated display could create so much joy, bringing families and communities together. For those who experienced it, it was a place where memories were made—an essential part of Christmas that, even years later, continues to bring smiles and spark nostalgia.

In a world now filled with digital displays and virtual experiences, remembering Christmas at C.O.D. is like unwrapping a precious gift from the past—a memory wrapped in warm lights, animated figures, and the echoes of Christmas carols filling a chilly December night. It was the magic of being together, of family traditions that will forever live on in the hearts of those who were lucky enough to experience it.