The DOT's Newest Campaign Involves Jollibee and a Whole Lot of Food

Suffice to say, we're here for it.

We've long known that the Philippines' pristine beaches are some of the best in the world. But now, after years of being in the shadow of our Southeast Asian counterparts, Filipino cuisine is finally getting its share of the global spotlight.

Food has always been more than something to eat in our country. From all the diverse flavors to the concept of merienda, it's a culture that calls upon togetherness—"an experience to be enjoyed and shared with everyone." And this is exactly what the Department of Tourism hopes to share with its newest campaign "Eats. More Fun in the Philippines."

The main highlight of the campaign is a mini-documentary featuring the country's best including award-winning chefs JP Anglo of Sarsa Kitchen + Bar and New York-based Jordan Andino of Flip Sigi. Anglo and Andino put Filipino food front and center while sharing their own methods and expertise. Along with the two chefs, comedian Mikey Bustos provides some humor by highlighting the quirks of Filipino dining.

“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.

While lechon, inasal, and batchoy are a given, the DOT also wanted to partner with Jollibee, a proudly Filipino company that champions Filipino cuisine. Peep the Chickenjoy, Jolly Spaghetti, and the Aloha Burger in the video below.


“We are very proud and happy to support the team of DOT led by Secretary Berna Romulo-Puyat on this noteworthy campaign. We believe that Filipino food truly has what it takes to be a globally-known cuisine—this is what we have been championing as a brand as well. 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 and sumptuous Pinoy dishes we have, and in doing so invite travelers to taste the Joy of eating first-hand,” says Jollibee Global Brand Chief Marketing Officer and PH Marketing Head Francis Flores.

Watch the Eats. More Fun in the Philippines mini-documentary below:

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Paolo Chua
Paolo Chua is the Associate Style Editor of Esquire Philippines.
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