With cameras as their tools and storytelling as their craft, University of Northern Philippines Bachelor of Arts in Communication students captured the spotlight at the 2026 Pammadayaw Heritage Tourism Awards on September 11, 2026 at the Vigan Culture and Trade Center sweeping the top two spots in the “Mangan Tan Vigan” Food Reels Competition.
Jerome Villegas and Jennilda Alegre clinched the championship, while Jhamiroh Camero and his team secured second place, showcasing the students’ creativity, visual storytelling skills, and ability to bring Vigan’s rich culinary heritage to life through digital media.
Organized as a major component of the World Heritage Cities Cultural Celebration and Tourism Week 2026, the “Mangan Tan Vigan” Food Reels Competition challenged local content creators to transform Vigan’s distinctive culinary traditions into compelling short-form digital stories. The initiative sought to harness the reach and creativity of social media to showcase the city’s gastronomic heritage, engage wider audiences, and further promote Vigan as a premier cultural and culinary tourism destination.
From five official entries featured in the final showcase, UNP’s competing teams emerged as the clear standouts, capturing both the championship and second-place honors. The winning entries impressed the judges with their polished cinematography, crisp pacing, creative visual treatment, and authentic presentation of traditional Bigueño delicacies.
Villegas and Alegre earned top honors through a visually engaging exploration of Vigan’s local gastronomy, effectively combining striking imagery with a compelling narrative that highlighted the character and cultural value of the city’s food traditions. Meanwhile, Camero and his team secured second place with their strong technical execution, dynamic presentation, and narrative drive, demonstrating how skillful digital storytelling can turn local cuisine into an engaging tourism experience.
Beyond the competition, the UNP students’ achievement highlighted the growing role of young communicators and digital content creators in preserving, promoting, and reimagining local heritage through contemporary media platforms.
The double victory highlights the growing role of young filmmakers in cultural preservation. By translating age-old flavors into engaging modern media, UNP’s student creators demonstrated how Gen Z digital storytelling can effectively safeguard intangible heritage while driving local tourism.
Article by Eden Beronilla.
