Filipino Food Takes the Spotlight in DOT x TikTok #SarapMagingPinoy Food Tourism Campaign

PHILIPPINES — The Department of Tourism (DOT) and TikTok have launched the #SarapMagingPinoy campaign, and as of writing, it has garnered more than 35 million views. The campaign aims to encourage locals to celebrate Filipino pride by sharing treasured dishes from all over the country and promote a renewed interest and love for local cuisines. 

Under the #SarapMagingPinoy campaign, various content creators from Luzon, Visayas, and Mindanao shared clips of homemade recipes and dishes. In the videos, with its views growing exponentially daily, local produce and the diverse cooking styles found in the archipelago were creatively presented. Some videos featured home cooks preparing the dishes amidst the scenic destinations where these recipes were made popular. 

DOT x TikTok #SarapMagingPinoy, Image courtesy of TikTok Philippines

DOT Secretary Berna Romulo Puyat said, “Food is an integral part of Filipino culture, it reflects our history and our diversity. More importantly, food is what binds us together with our family, friends, and community. Whenever we travel, we travel for food.”

The #SarapMagingPinoy campaign is a form of crowd-sourced community food mapping or associating food with culture and a specific destination, to create compelling stories for travel, with food as an integral part of a traveler’s journey.

“On TikTok, hundreds of Filipinos have joined countless other foodie creators from all over the globe, who post about their native cuisine. Our food vertical showcases the history of our food, educating the new generation and others outside of the Philippines of how diverse and rich the Philippine culture really is. Because of this, browsing through the variety of food content on the platform can almost seem like a virtual culinary tour,” said Celina Tan, TikTok PH Marketing Manager

From June 1 to 15, 2021, users can take part in the #SarapMagingPinoy campaign by posting recipe videos that feature the best dishes from their cities. Videos must contain a short introduction that provides viewers with information on the dish and its city of origin. 

DOT x TikTok #SarapMagingPinoy, Image courtesy of TikTok Philippines
DOT x TikTok #SarapMagingPinoy, Image courtesy of TikTok Philippines

The video intro should also include the campaign’s thematic messaging of showcasing Filipino pride, and mention the key line, ‘Sarap maging Pinoy.’ In the video caption, users must include the hashtag #SarapMagingPinoy, along with a hashtag that indicates your city of origin, using the format #Lutong(city), for example #LutongCebu or #LutongDavao. 

“The DOT continuously pushes its food tourism initiatives, and it will always be open to partnering with various innovative and engaging platforms such as Tiktok to constantly promote and remind our people about how special our cuisine is to our nation,” added Puyat. 

Celebrate Pinoy pride, and share your best #SarapMagingPinoy dishes on TikTok. Download TikTok on your iOS and Android devices today. Follow the official Tiktok account of the Department of Tourism @tourismphilippines. 

To view the campaign, visit .