My City, My SM, My Crafts: The crafts of Christmas at SM

MANILA, Philippines - The Philippines is known to celebrate the longest and merriest Christmas in the world. It begins formally on Dec. 16 with the first of nine pre-dawn or early morning Masses, known as Simbang Gabi; and ends with the first Sunday of January, the Feast of the Three Kings.

But earlier than that, as soon as Halloween festivities end, stores begin playing yuletide carols, showcasing Christmas décor, and everyone seems to be in a holiday spirit.

That’s because as the only Christian country in Asia, Christmas is an extremely important and revered holiday for most Filipinos. It is a time for family, for sharing, for giving; and a time for food, fun, and friendship.

As a Christmas people, Filipinos enjoy decorating their homes in holiday style. This has brought about amazing crafts that celebrate the happiest time of the year.

This is what “My City, My SM, My Crafts” discovered in its series of road shows around the cities where SM has malls.

A celebration of traditional arts and modern Philippine design, the project is a partnership between SM, the Bureau of Domestic Trade of the Department of Trade and Industry, and the Philippine Star with support from the Center for International Trade Expositions and Missions (CITEM), and the National Commission for Culture and the Arts.

It is a takeoff from the previous “My City, My SM” campaign, which promotes tourism, and “My City, My SM, My Cuisine,” which highlights the culinary specialties of the regions where SM has malls.

Filipino Christmas decorations are abundant and awesome. The bamboo parol, or star lantern is the symbol of Christmas in the Philippines, the most dazzling of which can be found in Pampanga’s Giant Lantern Festival. Crèche or nativity scenes called belen are also popular traditional crafts one can find in many Filipino homes.

Filipino artisans have also creatively used indigenous materials in their Christmas décor. Negotech of Pampanga uses corn husks to make country-inspired holiday ornaments like wreaths; while Vivo Handicrafts from Bacolod fashions traditional-cultural murals made out of expertly woven coconut twigs, cotton thread and crocheted yarn.

Christmas trees are also creatively designed: Tinabuan Arts and Crafts’ little Christmas trees from Cagayan de Oro are made of sinamay and hinabol fabric; while those from Philippine Treasures in Bagiuo are made with different materials like flowers, leaves, wood, shells, and glass.

There are also modern Christmas crafts with a Western touch — a whimsical angel swinging from the moon by LDR Handicrafts International of Marilao; Santa’s toy train factory from Jalikee Arts & Crafts from Paete, Laguna; and delightful Christmas tree and angel table tops from Marilao’s North Wing Export Corporation.

And with this, My Craft’s project partners are elated. DTI Bureau of Domestic Trade Director Rhodora Leaño is happy that “a large number of SMEs involved in this undertaking have called the experience both inspirational and educational.”

“My City, My SM, My Crafts” also reinforces the long collaboration between SM and the Philippine STAR in many meaningful communications campaigns.  “Through the years, the STAR is honored and privileged to be a part of the ‘My City, My SM’ series,” says SVP for Advertising Lucien Dy Tioco. “The latest project, ‘My City, My SM, My Crafts,’ keeps SM grounded with the community in trying to uplift the livelihood, promote heritage, and strengthen relationships with the community as well as its neighbors.”

The campaign’s first season began at SM City Santa Rosa, and made stops at SM City Lucena, SM City Batangas, SM City Davao, SM City Naga, SM City Cagayan de Oro, SM City Marilao, SM City Dasmarinas, SM City Taytay, SM City Pampanga, SM City Iloilo, SM City Baguio, and SM City Cebu, unearthing a treasure trove of artisan finds.

“My City, My SM, My Craft”’s second season features SM City Clark, SM City Masinag, SM City Lipa, SM City Calamba, SM City Baliwag, SM City Lanang, SM City Bacolod, SM City Olongapo, and SM City Tarlac until the end of the year. In 2015, the campaign will make stops at SM City San Pablo, SM City General Santos, SM City Rosales, and SM City Cauayan in the provincial areas; and at SM City North EDSA and SM BF Parañaque in the Metro area.