Lesson 4.

Foreign Influences which Shape the Pop Culture of the Philippines

INTRODUCTION
Many foreign countries have influenced and shaped the pop culture of the
Philippines. These include Mexico, Japan, South Korea, and Thailand. Filipinos are
greatly affected by their cultures and have adapted some of their habits and
lifestyle to the pop culture of the Philippines. In this module, you should be able
to trace the history of Mexicanovelas, Japanese Animation, Hallyu Culture, and
Thai Advertisements in the Philippines. Moreover, you will trace how these
popular cultures affect the Filipino popular culture.
ACTIVITY:
Instructions: Read carefully each statement and write T if the statement is True
and F if the statement is False. Write your answer in the piece of paper.

1. Marimar was one of the first Mexican telenovelas “Mexicanovelas,” imported

to the Philippines.
2. Thalia played the titular Marimar
3. Mexicanovela is a combination of the words Mexican and telenovela.
4. Manga is a Japanese comic book.
5. From 2003 to 2015, anime shows had a bit of a downfall.
6. All Koreans trust Filipinos.
7. Since 2006, Koreans have been the top visitors to the Philippines.
8. Wonder Girls popularized the song “Nobody.”
9. Thai commercial has become a genre in the entertainment industry because of
its popularity.
10. Marian Rivera played Marimar in the Filipino version of Marimar.
Key Answer: 1. T 2. F 3. T 4. F 5. F 6. F 7. T 8. T 9. T 10. F
Material No. 1
Mexican Telenovelas influenced the Philippine Popular Culture
Please read the article entitled “Marimar” and other Mexican Telenovelas in the Philippines. It
will discuss the reasons why Mexicanovelas were popular in the 90s and also the similarities of
Pinoy TV dramas to Mexicanovelas. Hopefully, the article will shed a light on the popular
consumable themes in Philippine television.
“Marimar” and Other Mexican Telenovelas in the Philippines
Marimar was one of the first Mexican telenovelas, or “Mexicanovelas,” imported to the
Philippines. It rose to unrivaled popularity—ratings peaked at 61.7% and the show spawned not
one but two Pilipino remakes. Thalia, who plays the titular Marimar, was even greeted by
President Ramos himself when she visited the Philippines. But why would a Mexican show grow
so popular in the Philippines, all the way across the Pacific Ocean?
This is often traced to the two countries’ shared history and culture. Both were colonized by
Spain, and both are affected today by the neo-colonial1 regime of the United States. This makes
for a lot of cultural similarities: widespread Roman Catholicism, Spanish names, dishes like
adobo and lechon. But the effects of colonialism go deeper. One of these deeper effects is
economic status. Spanish colonizers extracted resources from both countries, and the United
States has continued that legacy by exploiting Mexican and Pilipino workers for cheap labor.
Poverty in both countries is widespread, but until recently, depictions of poverty were not
common on Pilipino television. Meanwhile, Marimar was unafraid to show it. ”It’s different
from our soap operas… She has the same problems we do. It shows the discrimination against
poor people,” one interviewee for the New York Times said in 1996. Because of this, Marimar
was able to gain a wide audience among the lower and middle class of the Philippines.
Another deeper and more insidious effect of colonialism is the colonial mentality adapted by
colonized people, in which they feel inferior to the people who colonized them. One way this
manifest is through colorism and the sentiment that whiter means better. There is a large
market in the Philippines for skin lightening creams and soaps, for example. Marimar, with her
light skin, sandy brown hair, and hazel eyes “capture[d] the imagination of a typical colonial-
minded Filipino.”
Marimar fulfilled a variety of colonial standards of beauty, but this alone doesn’t make sense—
why not just import an American show with an all-white cast? Wouldn’t the unrealistic standard
of beauty make Marimar lessrelatable? The answer may lie in the language. Spanish, once
widely spoken, has now been replaced by English. This means that American shows don’t need
to be dubbed, but Spanish shows do. Marimar was dubbed in the native national language of
the Philippines, Tagalog. So, unlike in American soaps where everyone spoke English, or local
teleseryes where often the poor who spoke Tagalog while the rich spoke the more
“intellectual” English, in Marimar, everyone spoke Tagalog. To hear the native language spoken
by these supposedly “superior” people—white people and rich people— had a profoundly
positive effect on the audience.
In the end, Marimar‘s success goes deeper than a superficial similarity of culture or language.
These things made the show accessible, but the less visible results of Spanish and US (neo)-
colonialism, like the economic realities and shared colonial mentality, made it relatable on a
deeper level. This isn’t to say that Spain and the US hold all the power in binding these two
countries together, though. If anything, the shared history has opened the doors for cultural
exchange and allowed for the creation of solidarity in new, non-traditional ways—like how
Marimar was able to create national pride through the positive portrayal of Tagalog.
Source: Transpacific Popular Culture Blog Space (2017). “Marimar” and Other Mexican
Telenovelas in the Philippines. Retrieved from https://tinyurl.com/ybdqnmje.
In the simplest explanation, Mexicanovela is a combination of the words Mexican and
telenovela. Obviously, these telenovelas are imported from Mexico. This
craze was started by RPN, a Philippine channel that was run by the government during the
Martial Law Era, in 1996. Since then, Mexicanovelas have become a dinner companion of
Filipino families. One of the most popular ones and the very first that was aired was Marimar. It
starred Thalia. The actress visited the Philippines and was welcomed by the whole country.
After Marimar, many others came and were almost all a hit.
Mexicanovelas were a hit in the Philippines in the late 1990s and early 2000s because of many
reasons. First, Mexico and the Philippines were both colonized by Spain. Both countries share
similar values and culture. In the article, it is mentioned that both countries have similar
economic status. Filipinos watching Mexicanovelas could relate to the poor characters, the
disheveled setting, and the longing of the maidens to be out of poverty. The show is unafraid to
show bits and pieces of how poor people lived. But then, the show still has the air of fantasy in
it. The whole plot revolves around exaggeration: using of violence against characters
excessively and cartoonishly, the poor character is actually a daughter of a rich person, and
things exploded.
Another one is the colonialism mentality. Marimar is a poor girl, but she is beautiful and is a
mestiza. To the Filipino audience, everything that is of western quality is of high quality. So,
they consumed Mexicanovelas like there was no tomorrow. You can see that the influence of
Mexicanovelas then was not because of the telenovelas solely, but because of how Filipinos
look at themselves, too.
One element that really proved to be effective in Philippine TV is the language used in the
shows. Marimar was dubbed in Filipino, the common language of the masses. Because of that,
it gained a larger audience than other dramas of that time. Mexicanovelas surely have a soft
spot in Filipinos’ hearts. Only time will tell if the telenovelas with Spanish looking characters will
have a comeback in Philippine TV.
Material No. 2
JAPANESE ANIMATION
In the previous lesson, you have learned how the Mexican telenovelas influenced the popular culture of
the Philippines. In this lesson, we tackle will Japanese anime in the Philippines and how they were loved
and are still loved by Filipinos of all ages.

The Japanese Anime in the Philippines

In the late 70s to early 80s, anime shows were marketed towards children, so violence and
sexual content were censored. It was also the first time that anime shows were introduced;
therefore, TV channels were still treading thin ice. Not many anime shows were shown. It was
especially so because of Martial Law. Many believed some anime shows were blocked for they
“encourage” rebellion. However, the government counterargued that the blocked anime shows
did not show family values and parents requested for their blockage. The most important thing
to remember in this era is the language used. Anime shows were dubbed in English, and English
names and titles were retained. The early 1990s to early 2000s proved to be the golden age of
anime in the Philippines. In the beginning part of this period of anime history, small TV channels
slowly acquire more anime shows and fill their airtime because it was cheap to do so.
Copyrights and distribution rights of anime shows were relatively cheap. Still, anime shows
were not that popular since many were dubbed in English, and Japanese theme songs were
screened. In the early 2000s, there was a change. TV channels deliberately purchased
copyrights of anime shows and put them on primetime slots. They also promoted them as high
caliber. Many were dubbed in Tagalog and Japanese theme songs had airtime. Filipinos were
aware that what they were watching came from Japan. Also, since anime shows were made
available through other means like the Internet, many Filipinos could access them legally and
illegally. From 2003 to 2010, anime shows had a bit of a downfall. The reasons were: (1) illegal
and easy access of anime through Internet and CDs; (2), Taiwanese dramas and Korean dramas
overshadowed anime shows; (3), fewer variations of themes; and (4), anime shows became a
solid popular culture in the Philippines that the hype died down. An attestation to this is there
are many anime channels in the Philippines in the present time. Moreover, many Filipinos still
talk about anime on their social media accounts. Finally, they still read manga and watch anime
shows online. But why are Filipinos fascinated by anime made by people that have a different
culture from theirs? First, anime shows have different themes and genres. In the 70s to 80s, the
family-oriented themes fit the trying times. Second, they cater to all ages because of reason
number one: the varied themes and genres. Children to grown-ups can find anime shows they
can relate depending on their interests. Third, Filipinos do not make many anime shows. Finally,
anime shows shown on Philippine TV are dubbed in Tagalog, which makes them comfortable to
relate to.

Time Period Short Descriptions Sources and Appropriation

Channels
 Late 70 and into the
80s
Early to Mid-90s
Late 90s and Anime
Explosion (200-2002)
From 2003 to Current
Time

Material No. 3

Hallyu Culture
Netflix is an online platform that shows and produces television dramas and movies. It is a
platform that allows people from different countries to be able to watch movies and series from all over
the world. In the Philippines, foreign content is popular especially the ones from the US and South
Korea. Erik Matti, a Filipino director, has aired his concerns of the excessive consumption of Filipinos to
South Korea’s dramas on April 14, 2020, on a social media site, Twitter. It received lash back from
netizens and a lot have defended K-drama against the words of Matti. You be the judge if his concerns
are valid or he was just barking at the wrong tree.

Filipinos attracted to Korean culture, K-pop, Koreanovelas

By: DJ Yap – Reporter

Beyond kimchi, K-pop and Koreanovelas, Koreans are becoming a ubiquitous presence in the Philippines
with tourist arrivals estimated to reach the one million mark by yearend, up by 30 percent from 2010.

Based on the data gathered by Inquirer Research, the figure would make them the largest group of
foreign citizens to ever have landed on Philippine soil in a single year.

ADVERTISEMENT

In addition, according to Korean Ambassador to Manila Hye Min Lee, Koreans studying or working in the
country now number more than 100,000.

“This is a sign of the strong and growing people-to-people relations between Korea and the Philippines
which help promote mutual understanding between us,” he said at the 2nd Philippines-Korea
Partnership Forum held at the Intercontinental Manila last week.

“More than 740,000 Koreans visited the Philippines in 2010, ranking Korea as the top tourist arrivals.
This year, a million Koreans will be visiting the Philippines, an increase of 30 percent compared to last
year,” Lee added.

According to him, some 115,000 Koreans are residing in the Philippines, drawn by practical living in the
country, English-speaking locals and a shared history and values.

More flights
Airline linkage has also been on an upswing with 150 flights between the Philippines and South Korea on
a weekly basis, or more than 20 flights every day, Lee said.

Since 2006, Koreans have been the top visitors to the Philippines, followed by Americans who previously
dominated the ranking, and the Japanese, government figures showed.

But more than people-to-people exchange, Lee said he was cheered by the ever deepening “heartto-
heart” relations between the two countries and the Filipinos’ growing fondness for Korean popular
culture under the so-called Korean wave, or “hallyu.”

“Since my assumption in July 2010, I have seen growing interest by Filipinos toward Korean telenovelas
and K-pop,” he told an audience of diplomats and academics in the forum jointly organized by the
University of the Philippines Asian Center and Ateneo Center for Asian Studies.

Lee cited the creation of the Korean Cultural Center in the Philippines “in order to sustain the growing
cultural affinity” between the two countries and to further promote cultural exchange and enhance
cooperation.

A study by the market research firm, TNS Global, titled “Filipino Perception of Korea and the Koreans”
found that Korean culture was among the top three cultures Filipinos were attracted to, along with that
of the United States and Japan.

In her presentation, Marie Lee of TNS Global said the most popular Korean cultural activities among
Filipinos were pop concerts, food festivals and Korean telenovelas (or Koreanovelas).

The most recalled Korean celebrities, according to the study, were the Korean girl group “Wonder Girls,”
which popularized the song “Nobody,” pop star Rain, girl band 2NE1, whose members include Sandara
Park who started her career in the Philippines and boy band Super Junior.

“Baker King” topped the list of popular Korean dramas, followed by “Jewel in the Palace,” “Temptation
of Wife” and “Boys over Flowers.”

Filipinos also showed awareness of Korean food and drinks such as kimchi, ginseng and soju, Korean
brands such as Samsung, Kia and LG and most knew of Taekwondo’s Korean origins.

‘Still largely unfamiliar’

But the study found that “traditional Korean culture and language are still largely unfamiliar to
Filipinos.”

“Nearly everybody knows there is a North and a South Korea, but only about half of those who have
seen the South Korean flag know that it is South Korea’s,” it added.

The study, conducted from April 6 to 11, used a random sample of 300 Metro Manila respondents
between 15 and 45 years old, from all economic classes, and who must be aware of Korean culture and
who do not reject Korean culture in general.

Foreign Affairs Undersecretary Laura Del Rosario, speaking at the same forum, said the affinity between
South Korea and the Philippines could be traced back to the Korean war when the Philippines sent some
7,500 expeditionary forces to help defend Seoul from the invading communist North. (Former President
Fidel V. Ramos was among the Filipino Korean War veterans, while martyred Senator Benigno “Ninoy”
Aquino Jr. covered the war as a correspondent for the Manila Times.) “I would like to believe that the
reason they [Koreans] are here is because we were there,” Del Rosario said.

But the presence of more Koreans has also increased the potential of cross-cultural conflict.

Another study presented at the forum by the International Organization for Migration (IOM), “Korean
Community in the Philippines: Existing and Emerging Challenges,” discussed language and other barriers
between the two cultures based on interviews with Koreans living in the Philippines. In a presentation,
Wansoo Lee of the IOM Migration Research and Training Center said the study found that some Koreans
had exhibited “self-centered perception, attitude, behavior” and “disregard of Filipino, rules, legal
process,” as well as “reckless behavior, less effort to acculturate.”

Lacking in basic social skills

The attitude of Koreans toward Filipinos also showed the former’s “lack of basic social skills,” according
to the study, which found that only 14 percent of the respondents answered yes when asked whether
they trust Filipinos while 42.9 percent replied no.

More than a third, or 38.3 percent, agreed with a statement that “Filipinos take advantage of others,”
and only 22.1 percent did not. But almost half, or 42.7 percent, did not agree that “Filipinos complain a
lot.”

Two-thirds of the respondents, or 64.7 percent, answered no when asked if “Filipinos follow the rules”
while a scant 6.8 percent said yes, the study found. About an equal number of the Korean respondents
said yes and no when asked whether they had Filipino friends, with 26.4 percent saying yes, and 26.9
percent saying no. But more of the respondents, 26.9 percent, answered in the affirmative when asked
if there were “Filipinos who like me” than those who said no, at 19.3 percent. An overwhelming
majority, or 86 percent, of the respondents disagreed that there are “Filipinos who bother/threaten
me.”

The same study also found that more than half of the respondents answered yes when asked if crimes
were increasing against Koreans in the Philippines while only 11.7 percent disagreed. Another 36.1
percent agreed that crimes committed by Koreans were increasing against nine percent who did not.
“But most respondents consider that their living area (61.5 percent) and working place (49.7 percent)
are safe,” according to the study which used quantitative surveys for 592 respondents and in-depth
interviews with 21 participants.

The respondents considered the most serious crimes committed against Koreans as robbery at 50.8
percent, theft at 48 percent, fraud at 45.6 percent, kidnapping at 37.3 percent, murder at 19.9 percent
and gambling at 17.9 percent. By contrast, crimes by Koreans that were considered most serious were
gambling at 62.2 percent, fraud at 57.9 percent, sexual exploitation at 22.6 percent, violence at 22.1
percent, drugs at 20.4 percent and bribery at 16 percent.

The study found that the respondents admitted they did not feel safe with Filipinos and strangers, with
45.8 percent afraid of a crime committed by Filipinos and 42.2 percent of a crime carried out by
strangers. Some 26.5 percent said they feared crime by their compatriots.

Show respect for Filipinos

Under the section “Way Forward,” the study recommended that Koreans living in the Philippines “learn
English and Tagalog asap, understand [the] culture, ways of life and history of the Philippines, and show
respect [for] and trust [in] Filipinos, behave properly.”

Koreans were also advised to “smile more, speak peacefully and listen carefully,” as well as to try to find
a Filipino mentor, the study said.

In response to the growing Korean community, the Philippine National Police created in July a “Korean
desk” in offices of the Criminal Investigation and Detection Group nationwide, which was aimed at
catering to Koreans involved in crimes, either as a victim or a suspect.

Source: Yap, D. (December 12, 2011). Filipinos attracted to Korean culture, K-pop, Koreanovelas.
Philippine Daily Inquirer. Retrieved from https://newsinfo.inquirer.net/109439/filipinos-attracted-
tokorean-culture-k-pop-koreanovelas

Explanation
Understanding Hallyu culture and how K-dramas have impacted the Philippines is quite easy since it is a
phenomenon at the moment. Filipinos, especially in our quarantine days, in any age group, but mostly
women, are crazy over K-dramas. By watching, Filipinos are enticed to visit South Korea (where K-
dramas are from), and learn more about its culture.

Primarily, Hallyu culture constitutes many parts of Korean culture, not only its entertainment. It is a
combination of Korea‟s ancient culture and modern ideas. In this lesson, we shall focus more on the
negative effects or disadvantages of consuming Hallyu culture to Filipinos.

In the news article published by Inquirer (Yap, 2011), South Korea has brought a lot to the Philippines.
Their citizens visit the country yearly in increasing number. They also invest in the Philippines through
their academy set up, employing Filipino teachers. They build Korean restaurants and still employ
Filipino workers. Moreover, South Korean K-pop idols hold their concerts in the Philippines.

But who really gains from these investments? Surely, Filipinos who consume parts of Hallyu culture are
entertained. Aside from that, what else? Workers from the restaurants and academies get to have jobs,
but at what cost? The answer is low. For example, in Korean academies, teachers are usually paid
minimum wage compared to Japanese academies. I can attest to this because I worked in a Korean
academy and before and a Japanese academy. My friends, who have also worked in both, also say the
same thing. Furthermore, when K-pop idols hold their concerts in the Philippines, who gets more
money? When Filipinos emulate Korean stars and buy Korean products, who gets more money?

Many might say that enjoying Hallyu culture is a part of the Philippines’ globalization efforts. Also, an
exchange of culture happens. But, does it really happen? In the same news article mentioned above,
many Koreans who visit the Philippines do not trust Filipinos. Many of them visit and study in the
Philippines because it is cheap here. Many of them also disregard Filipino values, considering themselves
as a higher race.

This foreign influence in the popular culture of Filipinos is a warning enough that consumption of any
pop culture should be walked with caution. Are we losing our identity when we follow the trends of
other countries? Are we making our country lose money? Are we doing our country a disservice? Are we
valuing more the culture of others than our own? These might be trivial things to you, but if everyone
does ask these questions before blindly consuming any popular culture, it might help the country more
as a whole.

In the lesson summary, Erik Matti was mentioned. He posted on his Twitter account that K-dramas are
“faux Cinderalla stories” and that the Philippine film industry is doomed. Many have pointed out that
Filipinos watch K-dramas because they are not generic. They tackle societal issues, unlike Pinoy’s works
in which a third-party plot is mostly the content. Do you agree with this? To this question, the answer is
up to you.

Material No. 4
Thai Commercials
Thailand is one of the countries that contributed to the development of pop culture in the Philippines
especially in the entertainment industry. The Thais are famous for their "sadvertising" which tugs the
heart of its viewers. Aside from making a sad storyline for their advertisement, they also produce funny
or eccentric commercials which also tugs the heart of its viewers through laughter. Furthermore, most
of Thailand’s commercials have lessons. In this lesson, you will learn more about Thailand’s sadvertising
history.

The Wonderful World of Thai Advertising

By: Leslie Finlay
Consider this scenario: you’re watching TV, and an advertisement comes on. You’re engrossed in the
storyline and captivating visuals, forgetting that you’re watching a commercial. By the time the product
is revealed, you’ve been hit with an emotional punch, and you’re unprepared to return to regular
programming. Welcome to the weird world of Thai advertising.

Background on Thai advertising

Advertising in Thailand has rapidly grown into a full-blown entertainment genre, packed with cultural
cues, developed narratives, and deep messaging, as in this example from CP All, which runs 7- Eleven
stores in Thailand. Leading international firms have flocked to the capital to open offices and embrace
these eager consumers, delivering over-the-top, emotional, and downright hilarious content that is only
semi-aligned with any specific product.

To understand the effectiveness of Thailand’s bold advertising strategy, we first must appreciate the
country’s rich, tradition-laden culture and history. Economically, Thailand is considered a developing
country, but in the past decade, it has launched into an age of modernity. Bangkok has become an
international commercial hub. Consumers have more disposable income than ever before, but they are
not typically loyal to any particular brands—they’re still unfamiliar with many of them—and they value
their freedom of choice. This mindset makes Thais dream consumers for advertising agencies, who can
use humor, culture, tragedy, and other emotional cues to attract attention to a product, thereby
increasing its commercial value.

How Thailand’s history affects advertising

Thailand’s recent history has made the advertising evolution possible as well. The government amended
its constitution in 1997 to include freedom of speech, which changed the media dynamic in Thailand
altogether. While journalists still struggled with some censorship—particularly concerning criticism of
the monarchy or government—the advertising industry found its roots in this environment. Then in
2001, Prime Minister Thaksin Shinawatra limited freedom of expression yet again. His control of
advertising budgets through his own, expansive personal network meant that only media supportive of
the government would be awarded budgets. The 2014 military coup restricted free speech further under
the National Council for Peace and Order (NCPO). The nascent industry responded by appealing to
consumers in its own, uncontroversial way, through feeding a consumer appetite by appealing to humor
and drama, as in the video above.

Entertainment value in Thai advertising

Today, some of the restrictions have gradually lifted—although criticism of the government is still closely
censored—and advertisements now deliver commentary on topics dear to Thai culture, like overcoming
personal challenges, the importance of family, community, and personal sacrifices. The local advent of
online entertainment generated even more opportunity for advertisers, as many governmental
restrictions do not yet extend to the Internet, and online content is often locally considered more
credible than state-sponsored news sources. Plus, Thailand leads the world in mobile Internet use, since
70 percent of Thais own smartphones. Digital media has become ubiquitous to citizens’ everyday lives,
and they’re eager to be entertained for five minutes (or even fifteen) at a time during their daily
commute.

This Internet revolution has completely energized Thai advertisers, who now depend less on
statecontrolled Thai TV, and produce their spots in efforts to elicit a viral response. Narratives, like the
advertisements by 7-Eleven, are more complex and feature top celebrities, production value is higher
than ever, and plotlines often border on the controversial; the Asian markets savor it all. The industry
has evolved from simply selling products to Thai consumers, to entertaining the masses in far-flung
places like China, Japan, and even the United States. As restrictions continue to abate and audiences
grow, experts predict new trends will emerge, like engaged mobile campaigns and personalized content.
What’s unlikely to change, however, are the cultural elements that make these advertisements uniquely
Thai, and their ability to tug at our heartstrings in one moment, and make us laugh out loud in the next.

Source: Finlay, L. (2018, February 12). Retrieved from Culture Trip:

https://theculturetrip.com/asia/thailand/articles/wonderful-world-thai-advertising/.

Thai commercial has become a genre in the entertainment industry because of its popularity. How does
a Thai commercial attract viewers? It is actually a concoction of different elements. Basically, the
commercial runs long. It has a story and is narrated thoroughly. Its creators exert effort in making its
visual effects. Most of all, its storyline is either full of emotions you want to bawl, or so funny you still
bawl. A twist at the end is always almost present. You would think that the commercial is a short film,
but the end surprises you with an introduction of a product.

The commercial industry of Thailand has roots with economic activity and the culture of the people of
the country. In the article, Finlay (2018) points out the roots of Thai commercial. It started with the
amendment of the country’s constitution that lead to the loosening of restrictions to art and freedom of
expression.
 The global success of Thailand’s commercial industry has grounds in the development of technology.
Internet usage of the country is high; thus creators/artists have more opportunity to share their works
to the world. This also allows their business sector to flourish resulting to more push and investment on
the industry.

Philippine commercials have followed suit. Many of the famous products in the Philippines have
become talk of the town because of their commercials that have a storyline suitable for a movie. An
example is a commercial of Jollibee with the tagline Kwentong Jollibee. These commercials are
shareable on Facebook and YouTube. Upon its release, many netizens share them, meaning that the
commercials have captured the Pinoy heart.

Filipinos and Thais almost have the same level of internet usage. Both races surf the net quite often. This
similarity is also the reason why Philippine commercials is a success in the country. The online
community is a platform that gives Filipinos freedom to watch anything they want. Filipino commercials
on TV are visually laden, and are too colorful. Their aim is only to sell, so they are done with gimmicks
and are short. This is opposite to the commercials online. They are well-thought, long, and reflect the
values and culture of Filipinos. For example, a Joy (dishwashing brand) commercial is about an OFW
mother. Many Filipinos are overseas workers and can relate to the commercial.

Thai and Filipino commercials are comparable in many ways such as in culture, emotional effect, and
storyline. However, there is no doubt that Thais have started the industry. With the change of
commercial line in the Philippines, from the short, full of dancing and singing combo, it has become
literary