WATCH: The Department of Tourism’s New Ad Highlights Unique Filipino Culture

Culture buffs around the globe can now learn the ABCs of Philippine culture, thanks to the Department of Tourism (DOT)’s newest ad.

In one minute, the ABaKaDa music video shares around 20 unique cultural facts about the Philippines represented by each letter of the Philippine alphabet. It starts with ‘A’ for abaca accessories that many can admire for its beauty and sustainability. ‘Ba’ is for barefoot bounding while dancing the Tinikling. Ka is for Kinetic kali combat showing the country’s national martial arts.

Documenting a diving experience represents the ‘Da’, while eating Filipino cuisine literally everywhere perfectly fits the ‘E.’ The music video also features Filipino art galleries for ‘Ga,’ hand-weaving for ‘Ha,’ island vibes for ‘I,’ the lakes and its lilies for ‘La,’ and the mountain rides in Ifugao for ‘Ma.’ Filipinos are also known to be one of the happiest people on earth, and so the ‘Na’ is for “ngumiti ng ngumiti” or ‘to keep on smiling’.


The ABaKaDa song lyrics, written in collaboration with and sang by Curtismith, also highlights oratories of Filipinos, polo and prints using pineapple fabrics, rondallas rhythm and river rafting, street dancing, tribal tattoos, the underground caves, and the wild and warm welcome of the locals, immersing tourists to the exceptional Filipino hospitality.

What’s your favorite thing about the Philippines? 🙂

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