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Ferdinand Magellan first landed in the Philippines in 1521. The name Philippines comes from Philip II who was the king of Spain during the 16th century when the country became a Spanish colony. It is located in the Pacific Ocean near the equator, the Republic of the Philippines consists of around 7,640 islands — about 2,000 of which are inhabited — that form an archipelago. The country can be divided into three main areas: Luzon, Visayas, and Mindanao. The Philippines is called Asia's pearl of the orient for the richness of its culture and the beauty of its landscape. The country is marked by a true blend of cultures; truly in the Philippines, East meets West.

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There are two official languages in the Philippines—Filipino and English. Filipino which is based on Tagalog, is the national language. English is also widely used and is the medium of instruction in higher education. There are also eight (8) major languages spoken by majority of the Filipinos: Tagalog, Cebuano, Ilocano, Hiligaynon or Ilonggo, Bicol, Waray, Kapampangan, and Pangasinense.

Filipino is the native language which is used nationally as the language of communication among ethnic groups. Like any living language, Filipino is in a process of development through loans from Philippine languages and non-native languages for various situations, among speakers of different social backgrounds, and for topics for conversation and scholarly discourse.

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The first half of the year, from January to May, is the best time to visit the country. November to February is cool, while March to May is hot and dry. June to October is rainy, with the months between July and September characterized by typhoons. Average temperature is 78 degrees F/25 degrees C; average humidity is 77%. Some parts of the country such as Cebu, are warm and comfortable in all seasons and can be visited throughout the year.

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Typhoons have a great influence on the climate and weather conditions of the Philippines. A great portion of the rainfall, humidity and cloudiness are due to the influence of typhoons. They generally originate in the region of the Marianas and Caroline Islands of the Pacific Ocean which have the same latitudinal location as Mindanao.

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The cuisine of the Philippines reflects influences like Spanish, Indian, Chinese, and of course, native indigenous flavours. They typically have six meals- breakfast, lunch, and dinner, accompanied by a snack after each meal. Whether it's a festival or a typical day, Filipinos love to eat. Rice is their staple food and is usually consumed alongside other dishes. Some of the popular dishes here are adobo (a meat stew made from pork or chicken), lechon baboy (roasted pig), paksiw (fish or pork, cooked in vinegar and water with some spices like garlic and pepper), and sinigang (tamarind soup with a variety of pork, fish, or prawns).

Other than these, each province has its own twist and spice to its food. For example, Bicol has the spiciest food in all of the Philippines. In the name of ingredients- patis (fish sauce), suka (vinegar), toyo (soy sauce), bagoong, and banana ketchup are seen commonly in households and restaurants.

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Filipinos take pride in their religion. While most Filipinos practise Christianity as their religion, Islam and other indigenous faiths are also seen in movement. Their religious spirit can be witnessed during festivals such as Ati-Atihan, Kaamulan, Panabenga, and the famous 4-month-celebration for Christmas. Jesus’ birthday is a massive fiesta in the Philippines. The celebrations start in September with decorations and music and peak in December with carols, mass, and midnight feasting.

Other than festivals, Filipinos display their religion’s symbol outside their houses and go to church or mosques at least once a week. The Philippines is accepting of all religions, and every festival or holiday is celebrated with good vibes and energy.

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Society norms and values are of utmost importance in the Philippines. Filipino values are primarily rooted in relationships and societal obligations. Children are taught to be respectful from the early stages of their life, by introducing phrases ‘po’ and ‘opo’ when talking to adults. Societal and group acceptance is very much sought after in Filipino society. Attending to what people think and respecting everyone is a vital part of Filipino values.

They also uphold optimism, friendliness, kindness, and spirituality high in this regard. A common act of respect towards elders is ‘pagmamano’, which is the act of raising the back of their elders’ hands to their forehead for accepting their blessings. All these values are centred around social harmony, positive relationships, and group acceptance in Filipino society.

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Fashion and clothing in the Philippines are diverse and influenced by a variety of factors, including historical and cultural influences, as well as contemporary global trends. The traditional clothing of the Philippines is called the “Barong Tagalog,” which is a formal shirt worn by men, typically made of lightweight fabrics such as piña, jusi, or silk. The Barong Tagalog is often worn during special occasions such as weddings and formal events. For women, traditional clothing includes the "Filipiniana," it is a traditional dress worn by women in the Philippines. It is usually made of pinya and other natural types of materials found in the country.

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Filipinos have a series of different customs and traditions. One of the long-standing Sunday tradition is cockfighting. Albeit it’s considered illegal or cruel in some nations, it is very normal for Filipinos. It is a common sight in the streets and involves gathering, betting, and feasting over Filipino dishes.

Speaking of food, another tradition in the Philippines is street parades. Every fiesta involves street parades with designed floats, music, dance, and delicious local delicacies. No festival is complete without a street parade extravaganza. Filipinos also have customs regarding marriage, family visits, and gatherings. They love spending time at a beach, and it is a common sight to witness a big Filipino clan (extended family, friends, neighbours) chilling and vibing near the ocean.

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Preserving the Uniqueness of Philippine Culture

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"Panliligaw," the Tagalog term for courtship, represents the most romantic and enchanting phase in the love life of every Filipino. "Manliligaw" refers to the suitor, while "nililigawan" refers to the lady being courted. Traditional Filipino courtship is a beautiful and intricate process deeply rooted in culture, respect, and sincerity. It involves a series of steps and rituals aimed at wooing a potential romantic partner while demonstrating honour and reverence for both the person being courted and their family.

One of the most iconic aspects of traditional Filipino courtship is "harana" or serenading, where a suitor would sing romantic songs beneath the window of their beloved as a gesture of affection. This heartfelt expression of love, often accompanied by traditional instruments like the guitar, and ithas been immortalised in Filipino literature and songs. Another way of courting is Balak, originating from the Visayas region, encompasses poetry written in any Cebuano dialect or depending from which region one comes from. This includes spoken word poetry traditionally performed by a man courting a woman, aiming to express the depth or intensity of one's emotions through intricate verses. Another integral part of Filipino courtship is the involvement of the family. Suitors are expected to formally visit the home of their beloved and ask for permission from her parents, a practice known as "pamamanhikan." This serves as a gesture of respect towards the family and signifies the suitor's sincerity and commitment.

Throughout the courtship journey, values such as respect, sincerity, and patience are emphasised. It's not merely about pursuing romantic interests but also about building a foundation of trust, understanding, and mutual respect. Traditional Filipino courtship encourages taking the time to genuinely get to know one another, laying the groundwork for a meaningful and lasting relationship.

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Tourism plays an important role in the Philippine economy. The country boasts of rich natural beauty in its many spectacular beaches, sunny weather and rich bio-diversity. Moreover, Philippines is endowed with abundant natural resources and one of the world’s richest diversity of fertile lands; flora and fauna; heart seizing scenic beauty; diverse culture; indigenous etiquette. A country blessed with astonishing natural environment along with the country’s hospitable and pleasant people has made it one of the major tourist destinations around the world. Its beaches, mountains and rainforest are among the country’s natural tourist destinations.

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"LOVE, The Philippines" a New Campaign Tourism Ad 2023