DOT, Jollibee collaborate on food tourism campaign

For Filipinos, eating is an experience to be enjoyed and shared with everyone. This is the culture that the Department of Tourism (DOT) aims to share to the world with its new campaign “Eats. More Fun in the Philippines.”

“More and more people are traveling not just to see the sights but to discover new cuisine. And we believe that one of the best ways to explore the Philippines and experience the country’s culture is through our numerous and unique food offerings. This is why we decided to create a campaign that truly highlights the Philippines as a great food destination,” says Tourism Secretary Bernadette Romulo-Puyat.

“We are very proud and happy to support the team of DOT on this noteworthy campaign. We believe that Filipino food truly has what it takes to be a globally-known cuisine. Even as Jollibee has been bringing langhap-sarap food to countries all over the world, we want to do our part as a proudly Filipino company to make people more aware of the many unique Pinoy dishes we have, and in doing so invite travelers to taste the joy of eating firsthand,” says Jollibee global brand chief marketing officer and Philippine marketing head Francis Flores.

Eats. More Fun in the Philippines

The main highlight of the campaign is the mini documentary that showcases the country’s rich cuisine and dining culture, featuring chefs JP Anglo of Sarsa Kitchen + Bar and Jordan Andino of Flip Sigi, a New York-based Filipino taqueria. YouTube content creator and comedian Mikey Bustos is also part of the campaign.

“I would say that Filipino cuisine and the Filipino dining experience gives more soul than most countries,” says Andino. “When you eat Filipino food, you taste love, family, and tradition, and that happens in every recipe, in every restaurant. Not a lot of cultures are able to do that.”

“We believe that one of the best ways to explore the Philippines and experience the country’s culture is through our numerous and unique food offerings,” says Tourism Secretary Bernadette Romulo-Puyat.

Echoing Andino, Anglo says that Filipino food should be celebrated as they are. “Our lechon is exceptional—we’re one of the countries that do the roasting technique really well. Our grilled chicken, the inasal, it is also excellent and can definitely go up against other grilled chickens in the world,” he says, commending the street vendors whom he considers as unsung heroes behind the Philippines’ rich, local culinary scene. “These guys are the real deal and as chefs, we get our inspiration from them.”

Mikey Bustos meanwhile sprinkles some humor into the stew by depicting the quirks of Filipino dining and showing that eating is indeed more fun in the Philippines. “I believe that appreciating food involves context and Filipino food is designed for Filipino life. If you really want to learn about a country, you have to eat and experience that whole thing.”