Ilocos Sur Festival 2026 is The People’s Celebration standing as ONE Ilocos Sur

 

For twelve unforgettable days, Ilocos Sur Festival 2026 turned the province into one big, beating heart of culture, faith, fun, and community pride. From sunrise prayer to late-night concerts, every corner of Ilocos Sur had a story to tell—and everyone, from farmers and fisherfolk to balikbayans and Gen Z creatives, had a place in the celebration.

The festival opened with the Ilocos Sur Trade and Food Fair, where local government units, MSMEs, and artisans transformed simple booths into eye-catching galleries of culture and creativity. From the Municipality of Caoayan’s winning booth to innovative products like Double Cacao Delight and Ube Vinegar, the fair proved that Ilocano craftsmanship and entrepreneurship are very much alive and thriving. Artisans also took the spotlight in on-the-spot craft demos and the Most Innovative Product Competition, blending tradition with modern market appeal.

The province then came together in prayer through the Eucharistic Celebration and Los Patrones Procession, a solemn display of faith and unity that brought together clergy, officials, and devotees under one spiritual banner. Not long after, the streets exploded in color with the Grand Parade, where local government units rolled out story-filled floats and performers in vibrant costumes, with the Municipalities of Sinait, Sigay, and Narvacan emerging as  float competition winners. The parade was also attended by all sectors uniting the people in one event. The Grand Opening at Quirino Stadium in Bantay, Ilocos Sur sealed the tone of the festival: a dazzling drone show, an illuminated Provincial Capitol display, and performances by Kai Montinola and Kyle Echarri framed a night of lights, legacy, and shared pride. The Grand Parade drew a record-breaking crowd of 40,000 participants, the highest turnout in recent years.

The day after, Agri Day had the spotlight shifted to the hands that feed Ilocos Sur—its farmers and fisherfolk—at the Narvacan Farmers Market on 2 February 2026. Tractor floats paraded in style, with Narvacan topping the competition, while Bantay was hailed as “AGRI-Pinaka Productive LGU,” underscoring agriculture as the province’s lifeblood. The festival then extended a warm embrace to its global family through “An Evening with the Balikbayans” at CHAVIT Coliseum, where Ilocanos from abroad were honored for their contributions and enduring love for home, highlighted by the presentation of the Global ONE Ilocos Sur Association (GO ISA).

Alongside heritage, pop culture had its moment with the Esports and Cosplay Competition, where anime, game, and comic characters came alive in cloth and mecha categories judged by Myrtle Sarrosa and fellow enthusiasts. The energy shifted yet again with Bingo Night at Quirino Stadium, as thousands played for big prizes, culminating in a thrilling 100,000 pesos grand blackout win that had the entire crowd roaring.

Culture took a bold turn at Tinnatoan: Tattoo Expo, where traditional and contemporary tattoo artists, including Kalinga mambabatok and descendants of Apo Whang-Od, showcased tattooing as living heritage and identity. Honors were given to artists and cultural bearers, and the Best of Show competition spotlighted pieces that fused symbolism with innovation.

From skin art to stage presence, Mister Ilocos Sur 2026 crowned Aries Ronie Patis of Santa Cruz as Mister Ilocos Sur, alongside gentlemen recognized for goodwill, culture, and leadership—proving that modern Ilocano masculinity is built on strength, service, and cultural pride. On the coast, Bangkarera put fisherfolk and racers in the limelight, as boats sliced through the water in multiple race categories—National Open Formula, National Open Panaltagan, Bachola and Rakit, honoring sea-based skills and coastal communities.

The adrenaline did not stop there. A two-day Motocross Competition in the Municipality of Salcedo turned rugged terrain into a playground of speed and skill, featuring categories from 65cc and Ladies Class to the heart-stopping Pro Open race. Riders, brands, and fans came together in a high-octane celebration that positioned Ilocos Sur as a rising hub for extreme sports and adventure tourism.

Inclusivity, beauty, and self-expression took center stage at the Ilocos Sur Pride Queen 2026 Coronation Night, where Luivie Bitongan of Candon City led a court of powerful Pride Queens who turned the CHAVIT Coliseum into a stage of authenticity and courage. Later, Miss Ilocos Sur 2026 crowned Narvacan’s Nathalie Clarin as its new queen, with court members representing tourism and environment, and special awards like Best in Swimsuit and Best in Evening Gown celebrating poise and performance. The Miss Ilocos Sur 2026 Coronation Night recorded 1.7 million views, with online publicity materials reaching up to 855,742 individuals online.

Across festival grounds, eighteen municipalities raised their festival archs—towering artworks of wood, craft, and symbolism—with Alilem, Burgos, and Suyo earning top honors for their stunning cultural gateways. The Tribute to Elderlies 2026 then shifted the mood to gratitude, as the province honored its senior citizens, recognized ten distinguished elders, and celebrated tradition-keepers through a cultural dance competition won by Santa.

Meanwhile, the youth lit up the stage in the Street Dance and Showdown Competition, where San Juan reclaimed the championship while Vigan City and Candon City claimed the 2nd and 3rd place respectively. The Showdown Competition was also enjoined by guest artists Maris Racal and Paul Salas.. Gen Z-arzuela brought theater to life with young ensembles updating zarzuela with modern twists, with PPSK from the Municipality of Sta. Cruz, Kayaw Teatro, and Talento Likha leading the winners and individual acting awards highlighting raw talent.

While the Foam Fest: Run and Rave pulled in around 15,000 runners, dancers, and revelers who started the day with Zumba and foam runs and ended it under rave lights with DJs and a high-energy performance from Flow G, proving that fitness and fun make a perfect festival pair. Battle of the Bands turned the province into a live music arena, with The Puppets, Vin & Vin, and Day Ones topping their categories and multiple special awards recognizing the strength of Ilocos Sur’s homegrown music scene.

Service remained at the heart of the celebration through the ONE Ilocos Sur Health Caravan in Galimuyod, where residents received medical and dental services, free eyeglasses, medicines, assistive devices, food packs, and more—showing that true festivals uplift lives beyond the stage. Pammadayaw: Father Jose Burgos Award honored community champions in fields from education and health to arts and innovation, shining a light on quiet heroes whose work transforms everyday life.

As the 12-day festival drew to a close, a Thanksgiving Mass gathered officials, partners, performers, and citizens to reflect on a safe, meaningful, and successful celebration. Later that evening, over 30,000 people attended ONE Ilocos Sur Night, which wrapped up the festivities in spectacular fashion with performances by Arthur Nery, Adie, Yeng Constantino, FitterKarma, Earl Agustin. ISF 2026 content garnered an impressive 46.9 million views and reached 2.7 million people, reflecting the festival’s strong online presence and lasting impact across audiences. The night culminated in a dazzling fireworks display that lit up the sky—sealing the promise of more stories, more memories, and more reasons to say: Agbiag, Ilocos Sur!

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Showbiz Pulis Turns One: Belle Mariano Exclusive, Joel Cruz Live on Anniversary Special

One of the biggest highlights of the 1st anniversary of Showbiz Pulis by Abante, happening on March 1 (Sunday) at 2:00 PM, is an exclusive interview with Belle Mariano.Also joining as a live guest is the President & CEO of Aficionado, “Lord of Scents,” Joel Cruz.

Showbiz Pulis is a showbiz-oriented talk show airing online and on teleradio via Abante every Saturday and Sunday at 2:00 PM.

The program can be watched and listened to on the DWAR Abante Radyo Facebook Page, DWAR Abante Radyo YouTube channel, DWAR 1494, SKYCable Channel 85, Converge Channel 79, TCL Smart TV, Blast TV, K5 News FM, Samsung TV Plus, Parasat Cable TV in Mindanao, and Amasian TV North America.

The show is hosted by Abante Tonite Entertainment Editor Roldan Castro, who has served three terms as president of the Philippine Movie Press Club ,Inc.(PMPC). He is also known as the Father of the PMPC Star Awards for Music.

In his one year with ‘Showbiz Pulis,’ he was recognized as a Distinct Online TV & Radio Host at the 3rd Philippines Distinct Men & Women of Excellence Awards. He was also recently honored by Philippine Arts Film & Television, Inc. (PAFTA) with the Excellence in Entertainment Journalism award for his valuable contribution to Philippine film and television journalism.

“Regalo ‘yan sa celebration namin sa 1st anniversary ng ‘Showbiz Pulis.’ Thank you sa  tiwala ng management dahil 1 buwan lang ang binigay sa show kung magki-click ito or else babu pero umabot na tayo ng isang taon. Maraming salamat sa mga sumusuporta  at tumatangkilik ng programa,” Roldan declared.

Showbiz Pulis features segments such as ‘Oplan Sita,’ ‘Ronda,’ ‘Showbiz Undercover,’ ‘Showbiz Investigate,’ ‘Fan Zone,’ ‘Video Resibo,’ ‘Cinema Pulis,’ and  ‘CCTV’ (Chika, Critic, Tsismis, Viewers).

The Executive Producer of Showbiz Pulis is Jason Gucilatar.

‘Showbiz Pulis’ would like to thank Fernandos Bakeshop for the cake and Bait Lehem-House of Bread for joining the celebration.

From entertainment to education: how the Puregold Channel is helping revitalize ‘last mile’ schools

 

In a move that aims to revitalize the country’s ‘last mile’ schools, Puregold Price Club Inc. President Vincent Co is investing Puregold Channel’s total streaming revenue in his Pusong Panalo Program. 

 

A personal initiative of Vincent, himself, the Pusong Panalo Program seeks to aid underserved public schools nationwide through interventions that address both immediate needs and structural gaps: solar panels for schools with limited access to electricity; livelihood packages for teachers; grocery support for students; classroom renovations; and assorted learning equipment. The program aspires to reach at least 10,000 students in 30 public schools around the archipelago by 2028.

 

The Puregold Channel on YouTube serves as the company’s hub for its “retailtainment” strategy, an integrated content ecosystem spanning free digital series, music collaborations with leading OPM artists, and original Filipino storytelling through the annual Puregold CinePanalo FilmFestival. The channel has surpassed 300,000 subscribers, earning YouTube’s Silver Play Button and establishing itself as one of the most robust brand-owned media platforms in Philippine retail.

 

But the metric that matters most is not just Puregold Channel‘s subscriber growth. Vincent’s success with these retailtainment ventures has allowed him to direct more resources towards one of the company’s strongest advocacies. Every view on the channel translates into revenue, and every peso of that revenue is reinvested in public education. With this model, audience engagement is no longer a vanity metric; it is a funding mechanism. Performance drives purpose, scale enables service.

 

For Vincent Co, the convergence of business growth and social investment is not a communications narrative but a leadership mandate. Retailtainment, in this context, is not merely a growth lever, but a means to mobilize capital toward outcomes that endure beyond quarterly performance.

 

Under Vincent Co’s stewardship, Puregold content with a social impact is not treated as a byproduct of success, but as one of its clearest indicators. 

5 Ways to Finally Achieve Your “New Year, New Me” Health Goals

5 Ways to Finally Achieve Your “New Year, New Me” Health Goals

MANILA, Philippines – New Year’s resolutions: easy to make, even easier to break. One resolution we hear each year is resolving to live healthier – whether that means finally taking a diet seriously, joining more fun runs, or trying out a new fitness trend.

But if you’re juggling a full-time job, side hustles, social plans, and trying to make drastic changes to your lifestyle, it can quickly become overwhelming to maintain. A more realistic way to start is by making small, practical changes and adopting simple habits that can easily fit into your busy schedule. Here are five ways you can start today:

1. Eat balanced - not perfect

In 2026, it’s time to ditch fad diets and the pressure to eat perfectly three meals a day, seven days a week. Instead, shift your focus to eating well-balanced meals with a good mix of veggies, protein, and fiber. And if life forces you into a fast-food run, don’t stress—just reset at your next meal. Progress beats perfection every time.

2. Move your body, even if it’s just a little each day 

Physical activity supports heart health and helps clear your mind to do better at work. You don’t need to spend hours at the gym just to be “active.” If you work long hours, you can focus instead on finding small pockets of time to move, such as taking a morning walk or doing a quick home workout. You can also join a dance or yoga class after work or play a sport you genuinely enjoy, because the movement you like is the one you’ll stick with.

3. Stay hydrated 

Hydration is a simple but often forgotten habit when you’re rushing between meetings, client calls, or events. Water helps you stay sharp and energized, so keep a bottle with you and set reminders to drink throughout the day.

4. Make sleep a priority 

Skipping sleep might feel like you’re getting more done, but it slows you down. When you prioritize getting more complete hours of sleep or achieving quality rest, you’ll be more prepared to face the workday.

5. Support your health with supplements made for a busy schedule

Some days, our schedules are nonstop, and having a simple supplement to support our health can make a difference. Santé Barley Max is a natural, easy, and affordable option.

Available in capsules or as pure barley powder, Santé Barley Max provides a wide range of vitamins, minerals, and amino acids that benefit your body. It’s proven to boost energy and stamina, aid digestion, help prevent anemia and fatigue, support kidney function, and much more. Most importantly, it’s fuss-free. Just drink and go – it’s the perfect daily companion for anyone with a packed schedule.

At just PHP 136 for 10 capsules of the 8+2 Promo Pack or PHP 705 for Santé Barley Max NZ Powder 10 Sachets, it’s an affordable and convenient way to keep your health in top shape. And because building healthy habits should feel rewarding—not another task on your to-do list—Santé Barley Max is making it even more exciting this year. 

From now until July 31, 2026, every single receipt purchase worth at least PHP 500 of Santé Barley Max and other participating Optimum products now gives you a chance to win big through the Santé Barley Max Grand Raffle Panalo promo, with over PHP 3 million worth of prizes. Monthly winners take home up to PHP 10,000 each, with bigger prizes up for grabs during the grand draw, such as a trip for two to New Zealand, a green Vespa Sprint, and the grand prize: a BYD ATTO 3 electric car.

Learn more about the Grand Raffle Panalo promo here, and grab your Santé Barley Max today at leading drugstores, groceries, and online retailers near you. Follow Santé Barley Max on Facebook, Instagram, TikTok Shop, and YouTube for more information. 

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For more information, please contact:

Nicole Villamor 

Associate Account Director, Rebel Marketing

nicolevillamor@rebelmarketing.com.ph

NOTES TO EDITORS

About Optimum Marketstrat International Inc. 

Optimum Marketstrat International Inc., established in 2009, is a distribution company dedicated to bringing high-quality wellness products to the market.

Over the years, Optimum expanded its portfolio with the acquisition of Santé Barley Max, FibrEnergy, and Nutridel, strengthening its presence in the health and wellness industry. Alongside its growing product lineup, the company also developed its own network of sales associates, reinforcing its commitment to building brands and supporting partners.

Since then, the company has continued its growth as a professional distribution company, providing marketing expertise, connections, and exemplary service to its partners. Optimum’s products are widely accessible, available in all drugstores and supermarkets in the Philippines.

A Weekend Filled with Love and Luck at Robinsons Department Store Galleria

 

Robinsons Department Store welcomes the Chinese New Year with a festive in-store celebration inspired by luck, prosperity, and family fun. Anchored on experiential activities and customer rewards, the Year of the Horse 2026 celebration brings interactive attractions designed to drive foot traffic, engagement, and memorable moments for shoppers. This campaign blends tradition with modern retail experiences—turning shopping into a celebratory event rather than just a transaction.

Shoppers at Robinsons Department Store Galleria can immerse themselves in the festivities through several event highlights:

• Free Horse Carousel Ride: A Chinese New Year-themed Horse Carousel is open to shoppers from February 13-17, 2026, between 12 NN and 7 PM. This unique experience is free with a minimum single-receipt purchase of P500.

• Free Photo Prints: From February 13-17, 2026, shoppers who make a minimum single-receipt purchase of P500 can receive free photo prints from the in-store photo booth to capture their memories.

• Fortune Reading Experience: For those seeking cultural depth, fortune reading is available from February 13-17, 2026, between 1 PM and 5 PM. Customers can access this experience with a minimum single-receipt purchase of P2,000.

• "Pick Your Luck at the Prosperi Tree": Running from February 14-17, 2026, shoppers have a chance to win up to P500 worth of Robinsons Department Store Gift Certificates. This rewarding mechanic requires a minimum single-receipt purchase of P3,500.

These activities are specifically slated for Robinsons Department Store Galleria Ortigas to raise awareness and generate in-store traffic. Whether you are a family, a group of shoppers, or a mall-goer looking for experiential retail, this campaign offers something for everyone.

Follow the official pages of Robinsons Department Store on Facebook, Instagram and Tiktok to get updates on the best offers for your upcoming travels.

SM Prime’s Green Movement maximizes scalable sustainability through SM Supermalls

SM Prime’s Green Movement maximizes scalable sustainability through SM Supermalls

MANILA, Philippines 23 January 2026 — Since its launch the SM Green Movement has demonstrated the power of strategic, collective action in effectively tackling environmental challenges to achieve one goal--the protection and preservation of the planet's resources for present and future generations. 

Even before the industry mandate on sustainability, SM Prime Holdings Inc. (SM Prime) recognized that meaningful sustainability can only be achieved through long-term, consistent, community driven efforts. This understanding guided the development of programs designed to evolve alongside stakeholder priorities and shareholder responsibilities. 

Leveraging on the scale and reach of its nationwide network of supermalls, SM Prime embedded sustainability efforts within malls operations, actively engaging customers, tenants and communities in its environmental journey. 

This "micro to macro" approach strengthened the SM Green Movement unifying efforts under a practical and scalable framework built on three core pillars of environmental action: waste management, water stewardship, energy efficiency and renewable energy.  

“What began as simple actions—reducing waste, conserving water, and adopting cleaner energy—has grown into an interconnected ecosystem involving partners, tenants, employees, and millions of mallgoers nationwide,” said Joaquin San Agustin, SM Supermalls Executive Vice President for Marketing. “By turning everyday habits into systemic results, the SM Green Movement extends beyond corporate spaces and into the heart of Filipino communities.”

 

Focusing on three core pillars: Water, Waste, and Energy

At the core of the waste pillar, SM works closely with recycling partners and SM GUUN — the circularity platform of the SM Green Movement — to divert paper, plastics, multi-layer packaging, compostables, and other materials away from landfills and back into productive use.

SM Prime’s water stewardship is anchored in long-term water management systems and conservation practices that promote a water-resilient future.  SM Supermalls pioneered water recycling in retail spaces, with early sewage treatment plants and low-flow fixtures that reduced consumption across properties.  

Energy management is another cornerstone of the SM Green Movement where efficiency and renewable generation converge to reduce environmental impact while enhancing comfort and reliability in SM properties. The 100MWp celebrations in SM City North Edsa are a milestone of the program’s expansion of solar generation capacity across malls nationwide — a visible demonstration of how clean energy supports both climate action and everyday mall experiences. 

 

Shared Responsibility, Lasting Impact 

What unites these three pillars is the belief that sustainability thrives when communities are invited into the conversation and, when scaled collectively, can reshape systems. For SM Prime, sustainability is not just a corporate mandate but a shared journey that requires awareness, participation, and collective action.  

With measurable progress, growing partnerships, and visible results across waste, water, and energy portfolios, the SM Green Movement is laying the foundation for lasting change, one where sustainability becomes part of everyday life for Filipinos and communities across the archipelago. 

“The SM Green Movement reflects our vision to scale simple, everyday acts into systemic impact,” said San Agustin. “By advancing energy, water, and waste initiatives together in our malls, we safeguard communities and build a more sustainable future.” 

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About SM Green Movement 

Through the SM Green Movement, SM Prime champions sustainability by focusing on waste management, water stewardship, and energy efficiency for lasting impact. The movement empowers individuals, families, and communities to take part in simple acts that create shared prosperity for generations to come. 

A Bangin’ Start to 2026 in Cebu at SM Supermalls

The New Year calls for a bigger, bolder start and blazing-hot adventures. Saying goodbye to 2025 and stepping into a clean slate—while bittersweet, is undeniably exciting, and SM Supermalls is here to ensure you begin the year in the most elevated and exhilarating way possible.

Let’s welcome 2026 together with a show-stopping tour of the latest crown jewel in Cebuano shopping: SM J Mall. From flash-worthy finds to lifestyle upgrades that make noise, this carefully curated lineup of must-haves is guaranteed to satisfy your bold, ever-evolving taste. Let’s all set the New Year ablaze with fiery new energy and explosive possibilities!

Trendy Finds and Explosive Surprises

With its vibrant interiors and shelves bursting with everything your heart desires, the newly opened KKV is not just a lifestyle hub—it’s a full-on treasure hunt waiting to happen. Bring your friends and wander through endless aisles of trendy must-haves, from makeup and skincare to delicious snacks and tech accessories. Who knows? You might just score the perfect little gem to kick off the New Year with a bang!

Megawatt Glam For The New Year

Step into the new year with an ultra-glamorous pair of shoes from Clube Melissa. Strut with newfound confidence and flair in jelly flats, heels, and sandals that combine cosmopolitan style with unmatched durability. With shoes this fierce and sturdy, you’re sure to treasure them for many years to come.

Full Charge Into The Year 

Charge up the hype with WIWU! From power banks to cables, to hundreds of quirky, eye-catching mobile accessories—you can flex your own unique style while keeping your tech last longer than a New Year’s Eve party.

Cue The Sweet Explosion

Make every handaan boom-worthy with a mind-blowingly delicious cake from Conti’s. Featuring their signature Pistachio Crunch, Mango Bravo, and other irresistible pasalubong favorites, it’s no wonder Conti’s is every Filipino’s go-to for a show-stopping celebration centerpiece.

• Carmen’s Best

Something sweet is finally here. Carmen’s Best is now open, bringing its signature handcrafted ice cream made with rich, high-quality ingredients. From timeless favorites to indulgent flavors, this new spot promises to add a delicious twist to your mall visits.

New Stores For Amped-up Fun

Aside from our all-time favorites, we’ve got even more in store for you this 2026! In just a few months, these much-awaited shops will open their doors to the public, giving you and your family even more jaw-droppingly fun spots to explore, shop, and enjoy.

• UGreen 

Juice up your 2026 with UGreen, your soon-to-open top tech spot designed to keep all your celebratory moments to all your gadgets fully powered. From fast chargers to hubs and power banks, their reliable accessories will make sure every device never falters all year long.

• WATCHprofile

Countdown’s on! Unlock WATCHprofile in just a few months and customize watches and digital timepieces—because the moments don’t stop when New Year’s Eve ends.

• Wilson

Serve up explosive gameplay at the soon-to-open Wilson. With high-performance tennis, basketball, and baseball gear, you’ll be setting serious sports standards with their must-have athletic essentials.

Repeat after us: 2026 is YOUR year to thrive! As your taste continues to evolve, leave the past behind and step into a bolder, brighter “new you” era—powered by SM Supermalls’ handpicked finds. With SM as your guide, we’re bringing all the spark, style, and excitement you need to own the year.

And with even more hotly anticipated stores opening at SM J Mall, there are more reasons than ever to shop. Go ahead—let SM Supermalls elevate and ignite your New Year… and beyond!

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#NewEraOfSMSupermalls All For You
At SM Supermalls, a bold New Era unfolds with Evolving Finds— bringing together the best in brands, dining, and experiences, all for you. From world-class cuisine and exclusive retail treasures to inspiring spaces that connect communities, SM continues to evolve to give you the very best of everything in one place.

As we grow, our commitment to sustainability, community empowerment, and creating memorable moments remains at the heart of everything we do. Because at SM, we’ve got it all for you.