DAVAO CITY (MindaNews / 14 December)—The Indigenous People’s Mandatory Representative (IPMR) of the 20th City Council here condemns the usage of Kadayawan Festival for a liquor calendar advertisement.
Heaven Peralejo’s festivals-inspired poses for the Ginebra San Miguel 2024 calendar, as shown in GSMI’s Facebook page. The Kadayawan Festival-inspired photo is on the upper right.
Rodolfo Mande, who is also committee head for people, cultural communities and Muslim affairs, said that the usage of the word Kadayawan is not suitable to portray a “sexy” imagery, more so in an advertisement of alcoholic drink.
The uproar came after Ginebra San Miguel Inc.
(GSMI) released a calendar for 2024 which featured various festival-inspired layouts depicted by Filipina actress Heaven Peralejo. These include Kadayawan Festival of Davao City, Panagbenga Festival of Baguio City, Lantern Festival of San Fernando in Pampanga, Higantes Festival of Angono in Rizal, Pintados Festival of Tacloban in Leyte, and Masskara Festival of Bacolod City in Negros Occidental.
The liquor traditionally features actresses or beauty queens is sexy poses for their calendar.
For the “Kadayawan-inspired” photo, Peralejo wore a seemingly tribal-inspired two-piece string bikini while holding a glass of wine with her left hand and a basket full of fruits and vegetables on her right. Beside her is another basket full of Primera Light Brandy (a product of GSMI) bottles and grapes.
Behind her is an even bigger basket full of durian.
She is kneeling on what looks like ethnic fabric laid out on a grassy area of a farm, with coconut trees and a rice field in the background.
Mande said that using the Kadayawan design or getting inspiration from the festival should require permission, especially if it involves “sensitive topics.”
“The usage of Kadayawan depicting a provocative woman for promotion is inappropriate, as Kadayawan is intended for the indigenous people and Muslims of Davao City. It is not suitable to use it for personal promotion, particularly in a manner that disregards or disrespects the cultural significance of the festival,” Mande told MindaNews Thursday.
Mande emphasized the need for individuals or organizations to seek permission from the Indigenous Peoples Mandatory Representative (IPMR) and the City Council to avoid causing harm to the tribes and to maintain respect for their culture.
Ginebra San Miguel, in a press statement, said the Kadayawan Festival layout was meant to celebrate life and thanksgiving, featuring Peralejo “amid an abundance of fruits and vegetables.”
“The calendar not only serves as a visual delight but also as a celebration of nearly two centuries of crafting iconic moments and flavors that have become an integral part of Filipino festivities,” GSMI said, relating it to its flagship liquor brand’s upcoming 190th anniversary. (Ian Carl Espinosa / MindaNews)
