The Department of Tourism (DOT) is shining a spotlight on Filipino food with “Eats. More fun in the Philippines”, a three-year campaign that seeks to promote Filipino food — with fast-food brand Jollibee and its eponymous bee mascot.
Jollibee, the Philippines’ new food ambassador, is the figurative leche flan on “The Pinoy’s Table”, a halo-halo promotional clip about the Filipino dining experience. The reel lays out local favorites and Pinoy culinary peculiarities like boodle fights and dried fish toppings on chocolate porridge, presented by internationally recognizable Filipino personalities: YouTube funnyman Mikey Bustos and chefs Jordan Andino of New York’s Flip Sigi taqueria and JP Anglo of Sarsa.
Jollibee makes his appearance as one of the best chefs in the country, showing off his specialties such as the pineapple-filled Aloha Burger, the instantly recognizable Chickenjoy; and the sweet, hotdogtopped Jolly spaghetti. The fastfood chain may not offer traditional cuisine, but the beloved brand does create modern, uniquely Pinoy dishes that are now appreciated around the world.
“The Philippines has more flavors than it has islands — and that’s saying a lot when there’re over seven thousand islands,” says JP about the country’s diverse cuisine. Mikey adds, “Filipino food is designed for Filipino life. If you want to learn about a country, you have to eat and experience everything.”
It’s an idea that has always excited DOT Secretary Berna Romulo-Puyat. “More and more people are traveling not just to see the sights, but also to discover new cuisines,” she says. “We believe that one of the best ways to explore the Philippines and experience the country’s culture is through our numerous, unique food offerings.”