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Manila Bulletin devider Philippines devider National devider 'Chicharon capital': Pleyto eyes this Bulacan town's long-overdue recognition

'Chicharon capital': Pleyto eyes this Bulacan town's long-overdue recognition

Published May 17, 2026 02:19 pm

At A Glance

  • Rep. Salvador Pleyto files HB No. 8967 to formally declare Santa Maria, Bulacan as the "Chicharon Capital of the Philippines", citing its century-old industry.
  • The town celebrates its Chicharon Festival every February with street dancing, cultural performances, and cooking contests, attracting visitors and boosting the local economy while promoting Filipino culinary heritage.
  • The measure seeks to preserve traditional chicharon-making techniques, strengthen Santa Maria's identity as a premier food tourism spot, and integrate support from DOT, DTI, and local governments into national tourism promotion.
Chicharon with backfat (Contributed photo)
Chicharon with backfat (Contributed photo)


For Bulacan 6th district Rep. Salvador Pleyto, is absolutely high time for the town of Santa Maria in his province to be officially declared "Chicharon Capital of the Philippines".
Why? Because the Municipality of Santa Maria has unofficially held that title for over a hundred years, according to the solon.
"Santa Maria, Bulacan, has long been recognized as the Chicharon Capital of the Philippines. Its thriving chicharon industry dates back to the early 1900s |around the 1920s), when it began as a backyard industry using leftover portions from butchered hogs, particularly native black pigs," read Pleyto's House Bill (HB) No. 8967, which sought to give the town the official culinary distinction.
"Over decades, this local craft evolved into major economic driver, with a dozens of chicharon makers producing the town's signature thick, crispy pork rind-often featuring a generous layer of fat --that has become a beloved Bulacan brand and a popular pasalubong nationwide," it added.
According to Pleyto, the municipality's chicharon industry supports numerous livelihoods contributes significantly to local revenue, and has transformed Santa Maria into a food tourism destination.
He saus that every February, Santa Maria holds the Chicharon Festival as part of its town fiesta honoring its patron La Purisima Concepcion, which features street dancing, cultural performances, and chicharon variety cooking contest centered on this iconic snack.
This event draws visitors from Metro Manila and beyond, boosting the local economy and promoting Filipino culinary heritage.
"Formally declaring Santa Maria as the Chicharon Capital of the Philippines will officially recognize the town's historical and cultural contribution to Philippine cuisine. It will strengthen its identity as a premier tood tourism spot and encourage investment in the chicharon industry, related agri-processing and tourism infrastructure," Pleyto wrote in HB No. 8967.
"This will also promote the preservation of traditional chicharon-making techniques and highlight the role of local industries in national economic and cultural development," he noted.
Under the bill, the Department of Tourism (DOT), in coordination with the Department of Trade and Industry (DTI), the Provincial Government of Bulacan, and the Municipal Government of Santa Maria, shall: Integrate the declaration into national and local tourism promotion campaigns; Support the annual Chicharon Festival and related cultural events; Provide technical and marketing assistance to local chicharon producers to enhance product quality, innovation, and market reach while preserving traditional methods; and Develop tourism circuits and infrastructure that highlight Santa Maria's chicharon heritage.
This measure aligns with the State's policy to promote cultural heritage, support micro, small, and medium enterprises (MSMEs), and foster tourism under the Philippine Development Plan and relevant laws on local government and cultural preservation.
No substantial additional funding is required from the national government, as implementation can be integrated into existing municipal and provincial tourism and economic programs.

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Santa Maria Bulacan Chicharon Salvador Pleyto Chicharon Capital
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