The Philippines may replicate South Korea’s Hallyu Wave model to boost the local entertainment industry and tourism, former senator Kiko Pangilinan, who is running for another Senate term in the May 2025 polls, said.

Senatorial candidate Kiko Pangilinan and his wife, Megastar Sharon Cuneta, with host-comedian Vice Ganda (Photo from Team Kiko Pangilinan)

In Vice Ganda’s recent vlog released on Sunday, March 16, the former senator took note of how the South Korean government has invested into its arts, culture, and entertainment industry.
 

“If we look at South Korea’s success, massive support for their local entertainment industry has not only made K-Pop a global phenomenon but has also boosted their tourism,” Pangilinan answered when Vice Ganda asked him how to address the high cost of cinema tickets.
 

The former senator, who is married to Megastar Sharon Cuneta, added that the government can incentivize the movie industry.
 

“We can replicate that formula here—help our cinema industry thrive, make movies more affordable, and turn Filipino films into a global attraction,” he added.
 

Hallyu, or the Korean Wave, refers to the global rise of South Korean culture that includes movies, dramas, music, fashion, and cuisine.
 

Several Korean celebrities and music groups are currently dominating the film and fashion scene locally and abroad.
 

Vice Ganda, who was in the recent blockbuster movie “And the Breadwinner Is…,” pointed out the high costs of movie tickets, with a family of four spending up to P2,000 just to watch a film.
 

According to Statista, the Philippine box office market is projected to generate about P8.95 billion in 2025, following a strong P1.8 billion in 2024.
 

In 2019, the market saw a 22 percent growth that reached up to P144.5 billion, but the Covid-19 pandemic led to a sharp decline in revenues.
 

But with the right support, Pangilinan believes that the local movie industry has the potential to attract not only local audiences but international viewers as well.
 

It could boost tourism in the process and make Filipino films and music “an exportable cultural asset,” a statement from his campaign team said.
 

“Walang talent show ang hindi bilib sa Pinoy singers. Mga Pinoy at Pinay ang unang gumanap sa Miss Saigon. Pinakamagaling tayo sa music and arts (There is no talent show who was not impressed by Filipino singers. Filipinos and Filipinos were the first to perform in Miss Saigon. We are the best in music and arts),” he said.
 

“Imagine Filipino movies and music being as globally recognized as K-Pop. With the right investment in our local talent, we can make that dream a reality,” he added.