Fun begins with the urge to feel a little extra—the need to explore, try something new, or treat your everyday like a big-time adventure.
Whether it’s about making your routine feel a little more exciting, enjoying a feast for all your cravings, or redefining your style with the perfect accessory, there’s always joy to be found in making everyday feel special.
The joy of discovery starts with these fresh era of firsts coming to SM Supermalls in Davao.
Pro-level Content Creation at SM City Davao
Achieve your influencer dreams and transform every adventure into star-studded content with the newly opened, first-in-Mindanao Insta360 store. Capture your explorations with a wide array of cameras and accessories—perfect for creative professionals and passionate content creators alike.
Insta360 features the latest camera models including the Insta360 X4, Ace Pro 2, and GO 3S—renowned for their ability to capture stunning details and deliver high-quality performance across various environments. In addition to their cutting-edge cameras, the store also offers a range of accessories and add-ons to elevate your shooting experience and streamline your content production.
Bountiful Flavors at SM Lanang
Expect more to look forward to with the soon-to-open Hakura Udon this coming May 2025—a Japanese-inspired restaurant, promising an authentic dining experience in Davao. From traditionally made udon noodles to a perfectly crispy serving of tempura, indulge in the mouthwatering flavors of freshly prepared Japanese classics—served right at your table.
Feast like a king with Buffet 101—satisfy your palate at this all-you-can-eat restaurant that will open its first-in-Mindanao branch on May 15. Eat to your heart’s content with their diverse selection of international cuisines, crafted to delight your every cravings.
From small surprises to big thrills, the excitement of new experiences is now closer than ever with SM Supermalls here in Davao.Explore everyday in Davao—only here at SM Supermalls, bringing you a #NewEraOfFirsts.
🌸✨ Vibrant colors, joyful smiles, and cultural pride! 🎉 The Panagbenga 2025 celebration comes alive with stunning performances, festive outfits, and creative floral displays. #ColorsInBloomAtSM 🌺🌻
This year’s Panagbenga has been nothing short of a color spectacle showcasing Baguio’s arts and culture.
One striking piece is a dynamic lightning bolt, expertly crafted from brilliant yellow and blue tile fragments. This work honors Baguio photographer and artist Kidlat de Guia, who passed away in Madrid, Spain.
An onlooker admires the captivating pieces at The Mighty Bhutens Art Exhibit, a key highlight of the event that brings the spirit of the Cordilleras to life.
A key highlight of the event, The Mighty Bhutens Art Exhibit, brings the spirit of the Cordilleras to life through its artistry. This display features works by Kabunyan de Guia, Guiller Lagac, and Oliver Olivete—collectively known as The Mighty Bhutens. Their pieces, inspired by National Artist Kidlat Tahimik, reflect a spontaneous, playful approach that remains true to the rich heritage of the region.
Savor the flavors of Panagbenga 2025 at the Food Truck Fest! 🍔🌮 A must-visit for foodies, this vibrant gathering showcases mouthwatering delights from local MSMEs, bringing together great food, good vibes, and a feast for the senses! 🌟🚚 #Panagbenga2025
Discover unique handcrafted treasures at the Food & Crafts Fair! From artisanal accessories to local delicacies, it’s the perfect place to find one-of-a-kind pasalubong.
The Food and Crafts Fair, running from February 17 – March 03, features local MSMEs presenting a variety of products, including souvenirs, foods, and delicacies. The Food Truck Fest at The Drive offers a unique mix of tastes and flavors from local culinary entrepreneurs.
Painting Panagbenga memories together! Families join in the colorful fun at Family Art Day, celebrating the festival’s vibrant spirit through creativity and laughter. #Panagbenga2025 #ColorsInBloomAtSM
The Painting Competition at Panagbenga 2025 brings artists together to capture the beauty and spirit of the festival on canvas.
The Panagbenga Festival at the mall was bursting with creativity as participants of all ages embraced the artistic spirit! From vibrant paintings to hands-on family fun, the art activities brought inspiration and color to the celebration. 🎨✨
The Arts and Crafts activity sparks creativity among students from various schools as they repurposed past Panagbenga decors into sustainable art. Families enjoyed bonding at Family Art Day, while friends found inspiration from the scenic Sky Terrace view during the Painting Competition.
Bringing the Panagbenga 2025 festival spirit to life, cultural performers from various local groups fill the mall with energy, rhythm, and tradition—celebrating the heritage of the Cordilleras in a vibrant display of music and dance.
The shoppers enjoy the Panagbenga spirit and festive atmosphere enriched by music and cultural performances from groups such as Day Eng Cultural Group, University of Baguio BIBAK Ubbun Kaafuan, Paggawisan Tako Am-In from the University of the Philippines-Baguio and Gawis Culture and Arts Ensemble.
A tail-wagging good time! Pawstival brings together pet lovers and their furry friends for a day filled with fun, games, and adorable moments.
Fur-parents and their beloved companions struts their super style in a fun-filled costume contest. The Pet Pawstival kicked off with a paw-some day of bonding and laughter, creating unforgettable memories for both pets and their devoted owners.
Guided by skilled artisans, participants discover the beauty of traditional weaving—one thread at a time.
The weaving workshop, led by master weaver Cathy Ekid from Bontoc, shares her expertise in backstrap weaving. With the assistance of the Pasakalye Group of Artists, mall-goers try their hand at this traditional craft, contributing to the preservation of the art of weaving.
Art that speaks to the soul—visitors find inspiration and meaning in every masterpiece at ‘Hiraya: Dreams in Bloom.
Hiraya: Dreams in Bloom showcased a heartfelt collection of artworks that captured dreams and aspirations through the enchanting beauty of flowers. Featuring over 60 pieces from 48 artists, the exhibit highlighted the incredible talent of prominent Pasakalye artists, blending tradition and creativity in a captivating visual storytelling.
From loom to runway—celebrating the craftsmanship of our local weavers in the Blooming Weaves fashion show and Exhibit.
Blooming Weaves celebrated Cordillera’s rich weaving traditions through a stunning fashion show and exhibit. Featuring the Fashion Designers Alliance Cordillera, the event blended traditional fabrics with modern, eco-conscious designs. Visitors admired intricate handwoven masterpieces, showcasing techniques like backstrap weaving, pedal loom weaving, and ikat dyeing—each a testament to indigenous artistry.
Photo Caption: A feast for the senses! Fireworks, glowing lights, and dreamy floral décor come together to create a truly enchanting atmosphere.
Spectacular fireworks, vibrant floral displays featuring a dynamic blend of pastel floral designs, and striking gobo and light installations throughout the mall further enhanced the Panagbenga celebrations.
Photo Caption: A masterpiece of artistry and agriculture! This year’s float parade was a spectacular tribute to the beauty of harvest season.
On February 23, residents and visitors eagerly gathered to witness the highly anticipated Grand Float Parade, featuring 44 beautifully decorated floats that captivated the crowd.
As a hall-of-famer, SM City Baguio presented a non-competing entry, bringing this year’s festival theme, “Blossoms Beyond Boundaries,” to life with a stunning design inspired by a cornucopia of bountiful harvests.
South Cotabato nests at the lower half of SOCCSKSARGEN, home to the provinces of South Cotabato, Cotabato, Sultan Kudarat, Sarangani, and General Santos City. Its first-class, highly urbanized city, General Santos, is the regional center for industry and commerce. Tourism is also a key economic activity in the locale, as its terrains offer spectacular panoramas and the prospect of incredible adventures. While General Santos exhibits steady progress, it also pays homage to tradition through arts, festivals, and food. GenSan, as it is affectionately called, counts its heritage and culture as keys to identity, worldview, and way of life.
Vista Land is building an extraordinary township and ready-for-occupancy (RFO) house-and-lot communities where Mindanaoan homebuyers and investors may find their place in the sun and aspire for a future they work so hard for.
General Santos City: Where bounty and beauty come together
Located along the coastline that hugs Sarangani Bay, General Santos City, the Tuna Capital of the Philippines, exudes a more progressive landscape. With an economy anchored on agriculture and fishing industries, GenSan also covers much of the ground in tourism. The city boasts the largest airport in Mindanao, and one of the country’s modern international seaports, The Makar Wharf.
Gensan earned itself the nickname Boom City of the South, owing to its vast exports, the influx of manufacturing and business process outsourcing (BPO) firms, and its many festivals, like the much anticipated Kalilangan Festival, which parades pride in its art and traditions.
Living high and living it up at Altafina
Vista Land is building a micro-city in General Santos City through its collection of master planned developments called Vista Estates. Inspired by the sun-soaked outlook of San Diego, California, the striking similarities between these dynamic metropolises lend themselves to a thriving integrated community in Southern Mindanao.
Altafina is a portmanteau of alta, Spanish for high, and fina, meaning fine, calling to mind images of living high and living it up. It exudes a delight and dauntlessness that the metropolis is designed to capture and offer its residents. The retail selections in Altafina will measure up to the reputation of GenSan as a shopping hub—naturally, amazing food and beverage choices follow. Radiating the groove of a San Diego beach town, its amenities will maintain a warm and welcoming atmosphere.
Embracing the city’s rich cultural diversity, spirited experiences, and abundant opportunities, Altafina curates a range of architectural styles and well-planned public spaces. Office spaces will rise side by side soothing parks, landscaped walkways, and modern commercial centers, fostering a balanced urban environment.
The residential configurations include mid-rise condominiums and neighborly house-and-lot communities. Its first condominium cluster, Altafina Residences, will offer vertical abodes to starting families, entrepreneurs, or young professionals who prefer to live near their places of work.
Each building provides approximately 23 units per floor, with a selection of one- and two-bedroom residences. Seven to 12 storeys per condominium create medium layout density, allowing for privacy and breathing space. The buildings will be equipped with smart technology and security and safety features. At Altafina, the varied choices are now made even more rewarding with a limited-time PHP 100,000 gift certificate offer to help buyers furnish their new homes.
Camella Cerritos GenSan: Riding high with the waves of progress
Making it a mission to help every Filipino find their forever home, the most trusted and preferred housing brand in the country, introduced its first exclusive Italian-Mediterranean community in the city: Camella Cerritos GenSan.
For nearly two decades, Gensan has become home to four thriving Camella house-and-lot communities, with more residential developments in the pipeline. The continued success of its neighborhoods, which have been called home by countless Filipinos, has been a testament to the legacy of Camella in the Boom City of the South.
Camella Cerritos GenSan is a nine-hectare Italian-Mediterranean-themed community strategically located along Conel Road in Barangay Lagao. With its top-notch location and proximity to primary city roads, homeowners can comfortably traverse its urban centers and access daily necessities within a short time.
Investing in Camella Cerritos GenSan brings opportunities for every family to discover an elevated lifestyle through its home options, from two- to five-bedroom, two-storey, detached house-and-lots. Homeowners enjoy the advantages of being close to educational institutions such as the University of Philippines-Gensan, the Allied Medical Center, commercial strips, and dining and entertainment hubs.
This month, Camella Cerritos GenSan presents Filipino families with a limited-time opportunity to invest in its non-ready-for-occupancy (NRFO) communities, offering savings of up to PHP 500,000 upon reservation and flexible payment terms of up to 36 months. For those seeking a forward-looking investment, the residential development also features lot-only (LO) properties with an exclusive 15 percent discount upon reservation and an additional 10 percent upon bank loan release, making it a value-driven choice.
An investment into a better way of living
Filipinos deserve the best—this driving belief has been integral to Vista Land and its day-to-day operations and is the secret to its success.
As the holding company of the housing ventures of Vista Group, Vista Land is primarily engaged in developing master planned communities, horizontal properties, and the construction of vertical residences in the Philippines’ key growth areas. Creating better, expansive, and global-oriented offerings and experiences for its residents, as well as delivering excellent long-term investment growth for its stakeholders, has always been the impetus behind the conglomerate’s continuous evolution.
Altafina features a selection of residential possibilities, office spaces, soothing open parks, landscaped walkways and avenues, and commercial centers.
South Cotabato: Here, bounty and beauty come together
Perched majestically on the coastline that hugs Sarangani Bay, General Santos City, the Tuna Capital of the Philippines, exudes a more dynamic and progressive vibe. With an economy anchored primarily on the agriculture and fishing industries, GenSan, as it is affectionately called, also covers much ground in tourism. The land formerly known as Dadiangas, and now named for General Paulino Santos, who brought over Christians from Luzon and the Visayas to settle in the area, boasts the largest airport in Mindanao as well as the Makar Wharf, one of the country’s most modern international seaports.
The city also earned itself the nickname Boom City of the South, owing to its vast exports and the influx of manufacturing and business process outsourcing (BPO) firms. But despite the dynamic and future-think reputation, GenSan is loved for its many festivals that parade pride in their art and traditions and for some of the most exquisite scenery and beaches in the country.
In honor of the coastal location of GenSan, Vista Land, through its collection of master planned communities called Vista Estates, is constructing a micro city inspired by the sun-soaked outlook and inclination of America’s Finest City, San Diego, California. The striking similarities between these dynamic cities lend themselves to the master planning of a vibrant estate development in Southern Mindanao.
San Diego hugs the Pacific Ocean, while GenSan borders the picturesque Sarangani Bay. Both cities enjoy year-round warm weather and have flourishing fishing industries. They are also popular tourist destinations, offering incredible scenic beauty and recreational activities. San Diego is renowned for its beaches, parks, and museums, while GenSan is famous for white sand beaches, waterfalls, dive sites, and natural attractions. Interestingly, San Diego is known as the Tuna Capital of the World.
Enjoy the exhilaration of San Diego in Altafina
Altafina is a portmanteau of alta, meaning high, and fina, meaning fine. The name calls to mind images of living high and living it up. It exudes the joy and fearlessness that the metropolis is designed to capture––and offers its residents and visitors. The shopping in Altafina will measure up to GenSan’s reputation as a top shopping hub. Naturally, amazing food and beverage choices follow. The estate is inspired by the dynamic groove the beach town of San Diego radiates alongside amenities and today’s smart building technology.
As San Diego and GenSan are proud of the diversity of the cultures, adventures, and opportunities they play host to, Altafina features a selection of residential possibilities, building architecture, and public space design. There will be office spaces, soothing open parks, landscaped walkways and avenues, and commercial centers.
Condominium complexes and neighborly horizontal communities will dot the development. Its first offering, Altafina Residences, features vertical abodes for families, professionals, or those who prefer to live near places of work. Rising seven to 12 storeys per tower creates medium densities, allowing for privacy and breathing space. Each tower provides a selection of one—and two-bedroom residences equipped with smart technology and security and safety features. In Altafina, the options are as diverse, attractive, and exciting as San Diego and GenSan have always been.
Vista Land: Pioneering excellence in property development
As the holding company of the housing ventures of Vista Group, Vista Land is primarily engaged in developing horizontal properties, master-planned communities, and the construction of vertical residences in the Philippines’ key growth areas.
Filipinos deserve the best—this driving belief has been integral to Vista Land and its day-to-day operations and is the secret to its success. Creating better, expansive, and global-oriented offerings and experiences for its residents, as well as delivering excellent long-term investment growth for its stakeholders, has always been the impetus behind the conglomerate’s continuous evolution.
With the vision to become Bataan’s premier eco-estate, Verida’s 50 hectares will be given over to open spaces, eco-tourism opportunities, and renewable energy advocacies.
North and Central Luzon are undergoing a significant transformation due to the emergence of urban hubs, which are becoming key regions for the Philippines due to the synergy of cultural preservation, economic advancement, and infrastructure enhancement. This evolution is driven by collaboration between the public and private sectors, positioning these regions as major contributors not only within the country but also in the broader Southeast Asian landscape and beyond.
Vista Land, the Philippines’ leading integrated property developer, has aligned itself at the forefront of this change. The company has laid a strategic plan focusing on master planned developments and condominium projects, resonating with the regional shift towards self-sustaining communities that flourish amidst rapid urbanization, cultural conservation, and economic growth.
Tourism: Merging Heritage and Modernity
Vista Land master planned developments in North and Central Luzon tap into the rich cultural heritage and diverse tourist attractions of the regions. For instance, Vigan, a UNESCO World Heritage Site in Ilocos Sur, is famous for its well-preserved colonial architecture. As infrastructure projects like the Luzon Spine Expressway Network improve accessibility, Querencia, a Vista Land master planned development, aims to offer contemporary living while honoring the historical essence of the area.
Giardana by Vista Manors, named after the Italian word for garden, aims to cultivate a life of vibrant connection and community in Urdaneta, Pangasinan
In Alaminos, Pangasinan, the renowned destination of Hundred Islands National Park is complemented by Ylana, which aims to enhance local eco-tourism efforts while promoting environmentally friendly practices. Similarly, in Subic, Zambales, a major tourism and economic hub in Central Luzon, Montessa will combine the natural beauty of the location with state-of-the-art amenities, making it an attractive getaway for tourists and residents.
Growth Centers: Emerging Economic Powerhouses
In addition to tourism, the company is focusing on the economic potential of North and Central Luzon. These regions are becoming economic powerhouses due to their strategic locations, availability of land, and expanding industrial sectors. Vista Land master planned communities are being developed in provinces such as Bulacan, Pampanga, and Bataan to support the growing local economy.
One example is Verida in Balanga, Bataan, a sustainable and technologically oriented estate attracting residents from business process outsourcing (BPO) firms, tech companies, and educational institutions bolstered by the Bataan-Cavite Interlink Bridge project. Similarly, Amistelle in San Fernando, Pampanga, caters to the growing residential demand in this regional commercial hub, strategically located near key infrastructure like the North Luzon Expressway (NLEX) and Clark International Airport.
The development of the New Manila International Airport in Bulacan is a game-changer, enhancing connectivity for local and international markets and spurring the growth of adjacent areas into industrial and commercial zones. In Santa Maria, The Crescent is designed for professionals and families who are drawn to the job opportunities in the area and proximity to Metro Manila.
The capital of Bulacan, Malolos, is also experiencing significant progress, driven by modernization initiatives and the rise of new business districts and residential enclaves like Provence, a 350-hectare French-Mediterranean estate. Baliwag, another fast-growing town, is capitalizing on its heritage and status as a gateway to North Luzon, with integrated estates like Castellana benefiting from improved road networks.
Infralink Projects: Paving the Way for the Future
Vista Land master planned developments in North and Central Luzon are intricately linked with the regions’ ongoing expansion of expressways, railways, and airports. These projects enhance connectivity, reduce congestion, and stimulate economic growth, making the areas more attractive to investors, tourists, and residents.
For instance, upgrades to Laoag International Airport in Ilocos Norte and road development projects like the Tarlac-Pangasinan-La Union Expressway (TPLEX) are enhancing access to areas like Bramasolein Laoag, which combines modern amenities with cultural charm. Similarly, Tuguegarao in Cagayan Valley is set to benefit from the expansion of Cagayan North International Airport and highway improvements, with Rosevaleoffering a mix of residential and commercial options to accommodate the growing population.
Urdaneta, Pangasinan, is poised to become a key commercial hub in North Luzon, owing to its strategic location along TPLEX. Giardana capitalizes on the improved accessibility, positioning the city as a prime location for businesses and residents. In Bulakan, Bulacan, the anticipated completion of the North-South Commuter Railway (NSCR) will further enhance connectivity to Metro Manila and Clark, with Silaya providing new housing solutions for the growing population.
Vista Land: Leading the Charge in North and Central Luzon, Shaping Developments for Tomorrow
Vista Land is committed to creating master planned developments that will flourish in the changing landscape of North and Central Luzon. As these regions continue to transform into economic powerhouses, the company is poised to lay the groundwork for innovative urban developments that promote regional growth while honoring the unique cultural and natural heritage of the area.
Ms. Chal Lontoc, Philippine Travel Agencies Association Trustee, Mr. Jaison Yang, PRO, Head of Programs and Production, TTE 2024 VisMin Edition, Ms. Julie Maballo, Organizing Head – Airlines, Travel Agencies, and iTTE Sellers, Ms. Cleofe Albiso (Megaworld Hotels & Resorts), Ms. Angela “Rhea” Velez (Cebu Pacific Air), Ms. Mattel Luna (Union Bank of the Philippines), Ms. Evangeline Tankiang Manotok, CPA, MPA, Chairperson, TTE 2024 VisMin Edition, Mr. Tito Noel Mora, Co-chairperson, TTE 2024 VisMin Edition, Ms. Thesa Pangilinan (Discover Hong Kong Hong Kong Tourism Board), Mr. Leonard Bryan U. Sansolis (Philippine Airlines), Ms. Irene Tumaob (TIEZA – Tourism Infrastructure and Enterprise Zone Authority), and Ms. Thermina Ann Akram (Go Negosyo)
Calling all travel enthusiasts!
The Philippine Travel Agencies Association (PTAA) is bringing the country’s biggest travel trade event to Cagayan de Oro City! The first edition of the TravelTour Expo VisMin (TTE VisMin) is set July 19 to 21, at the Limketkai Atrium, CDO, and it’s an event you won’t want to miss. Here’s why:
One-stop shop for travel deals Over 50 exhibitors including airline companies, hotels and travel agencies are pulling out all the stops by offering amazing discounts and exclusive offers on domestic and international flights, hotels, tours, resorts, cruise lines, travel agencies, and even local Yakan weavers.
Unveiling hidden gems Connect with travel experts from Visayas and Mindanao who can introduce you to unique destinations and hidden gems. From pristine beaches and vibrant cities to breathtaking mountains and historic sites, discover places you never knew existed and get expert advice on planning your perfect holiday.
Curated itineraries and expert advice Travel professionals can design itineraries according to budgets and travel goals. Talk to travel agents who can answer your questions, share local insights, and ensure a memorable journey.
Experience the best of VisMin hospitality TTE VisMin isn’t just about deals it’s about experiencing the warmth and hospitality of Visayas and Mindanao. Meet with tourism boards and local businesses, and learn about their regional cultures and captivating destinations.
Be part of something special TTE VisMin marks a milestone for travel and tourism in Visayas and Mindanao. Be a part of this exciting event and discover why the TravelTour Expo is the biggest and most highly anticipated travel trade event in the Philippines.
TTE VisMin is your gateway to unforgettable travel experiences, incredible deals, and expert advice-all under one roof! Mark your calendars and get ready to explore the world, one adventure at a time.
TTE VisMin is mounted in partnership with the Department of Tourism (DOT), the Tourism Infrastructure and Enterprise Zone Authority (TIEZA), the Hong Kong Tourism Board, and UnionBank. It is also supported by the City of Cagayan de Oro, Cebu Pacific, Go Negosyo, Latitude, Megaworld Hotels & Resorts, the Philippine Airlines, and When in Manila.
TARA NA SA SARIAYA! Universal Robina Corporation (URC) Flour Division has partnered with the local government unit of Sariaya, Quezon for this year’s Agawan Festival. Aiming to make the festivities bigger and grander, URC will sponsor the “Pinagong” eating activity, “Agawan sa Bagakay,” and the Street Dancing Competition. URC Flour Division Operations Director Dario Arive Jr. and Sariaya Quezon Mayor Marcelo Gayeta led the Memorandum of Understanding (MoU) signing. Witnessing the signing were (L-R) Graziella Mae Pons, URC HR Officer and HR Business Partner; Gemma Tacata, URC Senior Manager and EHSS; Lanie Mendoza, Sariaya Municipal Treasurer and Public Market Administrator; Marivic Gayeta, Organizer – Agawan Festival 2024; and Renaliz Miguel, Representative of Sariaya Tourism Culture and the Arts Office (STCAO).
(SARIAYA, QUEZON – PHILIPPINES)— Universal Robina Corporation, through its Flour Division, has partnered with the local government unit of Sariaya, Quezon and the Sariaya Tourism Culture and the Arts Office (STCAO) for a bigger and grander celebration of this year’s Agawan Festival.
The Agawan Festival is an annual harvest festival held in Sariaya, Quezon every May 15 in honor of Saint Isidore the Laborer, the patron saint of agriculture and good harvest. The celebration is known as the “Happy Pandemonium” and is one of the four harvest festivals celebrated in the province of Quezon.
During the signing of the Memorandum of Understanding (MOU), Sariaya Mayor Marcelo Gayeta and his wife, Marivic Gayeta, who is currently heading the organizing committee of this year’s Agawan Festival, welcomed the sponsorship of URC Flour Division.
“Masayang masaya ang bayan ng Sariaya dahil kasama namin ngayong taon ang Universal Robina Corporation Flour Division. Talagang masasabi naming sila ay kaagapay ng ating bayan sa pagpapaunlad dahil sa kanilang bagong bukas na planta na tiyak magbibigay ng trabaho sa ating mga kababayan dito sa Sariaya” Mayor Gayeta shared.
The URC Flour Division is one of the top flour millers in the Philippines. With plants located in Manila, Sariaya, and Davao, the division has a combined milling capacity of 2,150 metric tons per day. The state-of-the-art flour mills and blending facilities allow the division to manufacture customized products that fit the specific needs of its customers.
URC’s sponsorship of the Agawan Festival 2024 is the company’s way of appreciating Sariaya’s support when the town welcomed the opening and operation of their flour mills and blending facilities located in Barangay Talaan, Aplaya Road in Sariaya, Quezon.
The company will sponsor some of the activities including: the “Pinagong” eating activity targeting 3,000 people; the “Agawan sa Bagakay” with special prizes to be won by participants; and the Street Dance contest where dancers will be using “upcycled” sacks as their costume. URC will be donating used flour sacks for the dancers to use in their presentation.
“We creatively developed the “Pinagong” eating activity. Since URC is a producer of quality and world-class flour, we will donate our products to our partner bakeries for them to produce 3,000 pieces of the town’s famous and delicious “Pinagong” breads. Aside from the procession and other fun activities, this unique eating event will be one of the highlights of this year’s Agawan Festival. Exciting is an understatement for this activity!” said Naida Ebora, Sales, Marketing and Distribution Director, URC Flour.
Marivic Gayeta, wife of Mayor Gayeta and lead organizer of this year’s Agawan Festival, is also thrilled with the collaboration. “Ikinalulugod ng bayan ng Sariaya na kami ay inisponsoran ng URC sa aming nalalapit na kapistahan. Sigurado kami na ang aming mga kababayang makikilahok sa pagdiriwang ng fiesta, pati na rin ang mga turista na dadayo at makikisali ay matutuwa sa mga programang aming hinanda kasama ng URC.”
The annual Agawan Festival features a fiesta procession where people playfully snatch goodies and other produce hanging from the houses (or “pabitin”) as the parade winds its way down the streets. Colorful buntal hats are festooned all over the façade of houses. String beans are draped on windows like curtains, and banana leaves are used to adorn fences. The most traditional elements in the decorations are the bagakay, or young bamboo branches from which junk food, native delicacies such as the kiping, fruits, candies and money, are hung for people to collect as they pass by.
The annual festivities will be celebrating its 25th year this 2024. The term “Agawan” was coined by the town’s former parish priest Rev. Fr. Raul Enriquez, who was also the former president of Sariaya Tourism Council, and the proponent of the town’s Quadricentennial celebration in 1999.
PHL Travel Blog 