SCHOOL OF LAW AND GOVERNANCE

DEPARTMENT OF POLITICAL SCIENCE

3rd Year: Major in International Relations and Foreign Service

FOS 3101: Diplomatic Protocol and Foreign Service

“A Filipino Christmas Spirit: Promoting the Parol Making Industry”

Submitted by:
Clam, Kyla Lorraine M.

Submitted to:
Atty. Medina, Amylene S.
I. Title: A Filipino Christmas Spirit: Promoting the Parol Making Industry

II. Abstract:

Filipinos have long been famed for having the world's 'longest' Christmas season. This,
in fact, is what distinguishes us Filipinos: our passion for celebrating holidays, particularly
Christmas. In the midst of a global epidemic, the world needs to learn about and experience a
Filipino Christmas, which includes things like celebrating and embracing the holiday for longer,
hosting large family reunions, and exhibiting bright Christmas parols. The world needs to see
hope reflected in the gleaming lights of a brightly colored parol. The parol making industry in the
Philippines, however, is having trouble adapting towards the new form of market. The pandemic
has presented the parol business with a new problem. The government's lack of financial
assistance and marketing plan is another reason that has left local parol makers behind in an
already fast-paced business. In this age of globalization, there are so many opportunities to be
explored if enough support and even an introduction to new business tools are provided, such
as training local parol makers how to create online platforms and expand their market reach.
The major goal of this policy proposal paper is to define the procedures and steps that must be
implemented to promote the Philippine parol making industry. It also seeks to establish the
“Christmas parol'' as a symbol representing the cultural branding of a “Filipino Christmas Spirit”.

Keywords: Parol, Parol Making Industry, Filipino Christmas Spirit, Globalization

III. Introduction:

Filipinos have always been known to celebrate the ‘longest’ Christmas in the entire
world. We start bringing out our Christmas decorations as the calendar marks September 1st,
which is the first day of the ‘ber’ months, and usually end the celebration in late January or
some would even end it in the first 2 weeks of February. When foreigners visit the country
around late August and Early September, they often wonder why they would start hearing
Christmas songs inside different establishments such as malls and also seeing Christmas
decorations such as “parols” sold by street vendors all over the city. As a common folk, we often
do not know how to respond to these questions because to us, it is part of our culture and what
we consider as ‘normal’. Truly, this is what makes us Filipinos; our heart for celebrating holidays,
especially Christmas.
 In relation to the Filipino Christmas Spirit, we have a staple Christmas tradition and that
is the display of colorful ‘parols’ or basically known as ‘Christmas lanterns’ in the English
language. The star-shaped lanterns are exhibited outside of homes, along major city streets,
and even in provincial towns and tiny villages. Whether it's a parol with basic or ornate designs,
it's an expression of shared faith and hope for Filipinos. It also represents the triumph of light
over darkness and the goodwill of Filipinos throughout the Christmas season. For Filipinos,
parol creating and hanging them outside their homes is thought to be a symbol of the star of
Bethlehem that led the Three Wise Men to the manger of infant Jesus. It is typically made of
bamboo, paper, or capiz shells and is available in a variety of colors, styles, and sizes.

There is so much joy and positivity displayed during the Christmas season in the
Philippines. The Filipino’s talent for craftsmanship is clearly reflected in the colorful designs and
lights found on a Christmas parol, however, this is not highly promoted and commercialized by
the country or given that much recognition in the International community. Thus, as a student of
Diplomatic Protocol and Foreign Service, and as a way to practice Cultural diplomacy, I propose
for the Philippines to take a step towards the globalization of the parol making industry.

To give a short background of the parol making industry in the Philippines, the city of San
Fernando, known as the Philippines' Christmas Capital, owes its lantern-making tradition back
to Francisco Estanislao of Santa Lucia, who began producing lanterns out of bamboo and coco
fabric in 1908. In 1931, the inaugural lantern competition was held. The “parul Sampernandu”
became available for sale only 33 years after the first lantern competition, giving rise to the city's
commercial lantern industry. Promoting the parol making industry will help local parol makers
revive and generate more income into the industry. Moreover, the promotion of the parol
industry will also open up job opportunities that can help combat the country’s issue of high
unemployment rate. The goal for this is to adapt to the ever changing world through globalizing
the said industry. Through computer applications, the Philippines can encourage the younger
generation to pay attention to the minute details and designs of ‘parol.' With these
advancements, it will be feasible to create new designs in 'parol' making that have never been
seen before. What used to be simple design might become complex, and these changes can
make it more durable and appealing to local and worldwide markets, allowing the sector to
progress forward. Aside from innovating the design, support from the government such as
providing financial assistance by including the parol making industry as part of the country’s
investment plan and priorities. Training and workshops should also be provided to increase the
number of interested workers and laborers. The lantern that twinkles in the streets of San
Fernando Pampanga, a well-known parol making city in the Philippines, may be seen glinting
not just across the archipelago but also across cultures, reaching as far as Western and
Northern countries.

In the context of a pandemic that has hit every country, the world needs to know and
experience a Filipino Christmas; the world needs to see the hope displayed in the glittering
lights of a colorful Parol.

IV. Statement of the Problem:

The parol making industry in the Philippines is having trouble adapting towards the new
form of market. Historically, the commercialization of a Christmas Patol has its humble
beginnings around the early 1960s when it was first sold among Filipinos. There was a great
transition from making parols as an expression of art and for pure competition among craftsmen
towards making it as a main source of livelihood. Over the years, times have changed and our
local parol makers have been trying to adapt to these changes. First, the majority of them
abandoned the use of Japanese papers and have resorted to utilizing plastic, shells, and even
glass. Second, they have adapted different designs through a combination of colors and shapes
and not just sticking to a staple ‘star-shaped’ parol. Third, they have also integrated lights into
their parols in the hopes of attracting more buyers. Truly, the parol making industry in the
country has been changing, but recently, it has struggled to adapt with the demands of
globalization. Also, it is only experiencing a boost of profit during the days leading up to
Christmas, but for the rest of the months in a given year; these parol makers struggle to earn an
income.

Additionally, the pandemic has posed a new challenge to the parol making industry as
people are reluctant to leave their homes and go to these markets just to canvas for parols and
risk being infected with the virus. The lack of financial support and marketing strategy from the
government is also a factor that leaves the local parol makers behind in the already fast-paced
moving economy. In an era of globalization, there is so much opportunity to be explored if there
is enough support and even an introduction towards new business tools such as teaching local
parol makers how to make online platforms and boost their market reach nationally and globally.
V. Policy Questions/Rationale:

The main issues being identified in the parol making industry of the Philippines have led
to the following questions:

(1) What can explain the lack of support and innovation of the parol making industry in the
Philippines?
(2) Should the parol making industry in the Philippines adapt to globalization?
(3) Should the Philippines start utilizing new forms of marketing strategies and mechanisms
in order to promote the parol making industry?
(4) What steps should be undertaken in order to increase the market for the local parol
makers in the Philippines?
(5) What steps should be undertaken in order to address the challenges posed by the
pandemic towards the parol making industry of the Philippines?

VI. Objectives/Significance of the Study:

The main objective of this policy paper is to identify the mechanisms and the necessary
steps that need to be undertaken in order to promote the parol making industry of the
Philippines. It also aims to establish the “Christmas parol'' as a symbol representing the cultural
branding of a “Filipino Christmas Spirit”.

The ‘branding’ and promotion of the Filipino Christmas Spirit can be achieved by having
strong family traits as well as the Filipino talent for craftsmanship in making Christmas parols
included in the country’s tourism ads as well as utilizing innovative approaches such as having
social media marketing strategies that can promote what it’s like celebrating Christmas in the
Philippines. While there is a well known “White Christmas” theme coming from Western
countries, there should also be a “Filipino Christmas” theme promoted in the South East Asian
Region and even to the world. A “White Christmas” is associated with snow and having an “all
white” color motif, a “Filipino Christmas” on the other hand would be associated with preparing
for Christmas early in September, making and displaying parols at home, and having big family
gatherings.
 Having the government provide financial assistance as well as business and marketing
educational tools to the local parol makers will equip them with what they need in order to
expand their market internationally and compete globally. The expansion of the parol making
industry will generate more income into the country, thus inspiring others to consider making
parols as a source of livelihood. When the parol industry rises, it will attract many investors and
have people want to start a business may it be a small business or corporation that produces
Christmas parols, and these progresses will supply many laborers and skillful workers with jobs
and opportunities; that in the long run, addresses another underlying problem in the Philippines
which is high rate of unemployment.

Moreover, aside from wanting to promote the parol making industry of the Philippines by
gaining a larger international audience and foreign market, the promotion of the parol as the
symbol for the Filipino Christmas Spirit also aims to positively influence the world to give
importance to family and not just focus on material obsessions during the holidays, after all,
cultural diplomacy is a way to promote one’s culture by also contributing something to the world;
promoting the Filipino Christmas Spirit reminds the world the true meaning of Christmas; and
that is to spend time with the people we love.

VII. Background/Preliminary Literature Review:

The Christmas lantern, or Parul Sampernandu in Kapampangan, is inextricably linked to

the city that gave birth to it, San Fernando. Such a development would not have been possible
without the Fernandinos' tireless work, as well as their inventiveness and innovation. And it is
thanks to the Parul Sampernandu that San Fernando has gained the moniker of "Philippine
Christmas Capital."

According to Jurgen Facundo in his work entitled The Sustainability of the Lantern
Industry Pampanga: A Financial Perspective (2008), while the sector is successful, it is plagued
by a number of difficulties that threaten its long-term viability. This research study shows that the
industry is definitely profitable based on information acquired from Pampanga lantern makers as
well as a separate analysis completed. Due to the fact that manufacturing is generally done
within the households of the lantern makers themselves, this study also suggests that
business-specific fixed expenses associated with the creation of lanterns are negligible. The
lantern producers, on the other hand, use the contribution margins to cover their living
expenses. As a result, if we factor in living expenses as part of their fixed costs, lantern
manufacturers will typically report small or no additional profits at the end of the year.
Furthermore, given the proper support, training, and exposure, the lantern industry in
Pampanga has the potential to grow into a more viable and sustainable enterprise, thereby
providing basic employment to a larger number of people in the community.

Finally, the research discovered that the lantern producers in Pampanga are no longer
organized as a group. The industry has two primary consequences as a result of this: 1) they
are unable to receive formal exposure to the export market through trade shows; and 2) they
are unable to obtain government aid. Participation at trade fairs managed by the government,
such as those organized by the Center for International Trade Expositions and Missions
(CITEM), usually necessitates approval from an accredited industry association. Despite the fact
that they had previously requested government aid, the majority of them were denied because
they lacked a registered industry group to help them with the procedure. It is also vital that a
formal lantern makers association be founded, for the reasons described above and as
underlined by the lantern makers themselves. The parol makers will obtain the power, unity, and
recognition they require as a result of their affiliation. At this stage, it would be excellent if the
local government and the provincial DTI office took the initiative in forming an organization of
lantern makers. This would aid the new organization in avoiding prior blunders. Getting this
organization and its members recognized as businesses is also in the government's best
interests.

Aside from highlighting the problem and recommendations discussed in the work of
Jurgen Facundo, there have also been successful attempts in the past done in order to promote
the Christmas parol. As compiled by Tonette Orejas in his article entitled Pampanga Parol goes
global (2012), the Christmas parol of the Philippines have been seen in the following
international celebrations;

In December 2012, Filipinos in Honolulu, Hawaii, hosted their first lantern (parol) festival.
According to Ching Pangilinan-Gonzales, San Fernando's tourism officer at the time, the city
administration had shipped a big lantern to Hawaii and brought in craftsmen who would teach
the principles of lantern construction. During this time, the first set of parols was also sent to the
Philippine Embassy in Poland by the municipal government. The Cathedral of Good Shepherd
in Singapore has also displayed two massive parols on their infrastructure.
 The Philippine embassy in Bangkok, Thailand, was adorned with Pampanga parol pride
in 2011, much as it was with the new Philippine Embassy in Dublin, Ireland, the consulate in
Beijing, China, and the Ethnology Museum in Vienna, Austria, in 2010. The Philippine consulate
in New York and the Lord Mayor's House in Dublin both put up lanterns in 2009. In 2005, the city
participated in the 3rd Annual Parol Lantern Parade in California, which was hosted by the
Filipino-American Development Foundation. Former Tourism Secretary Richard Gordon
attended the Taiwan International Lantern Festival in Taipei in 2003 with a big parol.

Furthermore, the first reported international display of Pampanga's big parols occurred in
1979, when the Philippine-Hawaii Commission celebrated its 75th anniversary. In 1989, at the
Kunitchiwa Asian Fair in Yokohama, Japan, a large lantern flickered to amuse the crowds. In
1992, an enormous lantern was displayed at the World Expo in Seville, Spain, exactly a year
after the eruptions of Mt. Pinatubo, 40 kilometers west of Pampanga. In the Hollywood
Christmas parade in 1993, a float featuring a large lantern manufactured in San Fernando took
first place.

While efforts have been made to send the Philippine Christmas parol to other states as a
gift and a means to showcase its beauty, another factor that I would also like to highlight in this
part is a specific measure undertaken by the Philippine Consulate General of Xiamen, Julius
Caesar A. Flores. In order to welcome the Christmas season in Xiamen, the Philippine
Consulate General launched the first Parol Making Contest in December 2018 themed as
"Paskong Pinoy Galing sa Puso" to showcase the traditional Philippine Christmas parol using
affordable and environmentally friendly materials. It was available to all Filipinos in the provinces
of Fujian and Jiangxi. The contest's goal was to show off the traditional Philippine Christmas
parol utilizing materials that were both economical and environmentally friendly. The Consulate
General believes that it is critical for Filipinos to maintain the age-old custom of parol making,
even in distant places, and that doing so will inspire Filipino youth to follow suit. Messieurs
Antivola and Allan Vibar's parol was awarded first place in the Consulate General's first Parol
Making Contest 2018. As part of its cultural diplomacy thrusts, the Consulate General forwarded
his intentions to keep hosting such events to promote Philippine culture to the general public in
Fujian and Jiangxi provinces. According to my research in the different related literature, the
2018 Xiamen parol making contest was the latest international contest on parol making.
 Truly, there have been attempts to promote the beauty of the Christmas Parol and the
essence of a Filipino Christmas spirit all over the world and it has been utilized by the
Department of Foreign Affairs as a tool for cultural diplomacy, however, as reported in the study
of Jurgen Facundo, and in an interview conducted by Danica Mae M. Lacson with Paul Paras, a
parol maker in Pampanga since 1975, Paras believes that the business needs to be
strengthened and produce tourism earnings. He said that the government should look into
lantern production as a way to promote San Fernando's local economy, particularly since
demand for the sector's products are only seasonal.

While the beauty of the Christmas Parol is already known to a few countries, this policy
proposal paper seeks to further promote the parol making industry in terms of its manufacturing
and marketing strategies. As mentioned in a few of the related literature found in this section,
the mechanisms implied by the government have only been limited to sending the Christmas
Parol as a form of a gift to other states as well as organizing a Parol making contest
internationally which had its latest update 4 years ago back in 2018. Thus, there needs to be
another step taken in order to further promote the patrol making industry of the country as well
as our Filipino Christmas Spirit. And this can be done through having innovations such as
utilizing new technology to enhance design features as well as utilizing new marketing
strategies in order to adapt into a globalized economic system. With that being said, this policy
paper offers a new approach and perspective towards promoting the parol making industry of
the Philippines and along with it also promotes the genuine Filipino Christmas Spirit.

XVI. Cultural Diplomacy & the Philippines Discuss

The importance of cultural diplomacy in international relations is ubiquitous. Culture has

been an important aspect of politics and intergovernmental relations in the past, in the present,
and certainly also in the future. From ancient rulers' mutual gifts and the rituals performed by our
ancestors to welcome guests from different tribes, up to the modern-day cultural exchanges,
leaders and states have utilized culture to represent who they are, reinforce their power, and
develop lasting ties. Moreover, A nation cannot effectively deal with an international crisis
without a strong national spirit. A nation cannot have a voice in international activities unless it
has cultural assets and a global influence through culture, that is why Cultural Diplomacy plays
a major role in Philippine Foreign Policy as a mechanism for soft power.
 To further elaborate, culture is in fact a ‘soft power’, which is a powerful tool to maintain
peace in the international system because rather than using military and coercive force (hard
power), a country would rather opt for a cultural approach to influence other countries.
Additionally, Cultural power has an impact on international relations because culture acts as a
‘knowledge filter’. Culture has a significant influence in the decision-making process involving
political leaders, who make decisions based on cultural views unique to their own culture.
Cultural differences affect leaders, states, and people because they reflect their own beliefs,
viewpoints, interests, customs, and hopes. Failure to recognize these distinctions will lead to
erroneous interpretations and judgments. For instance, in the long history of Colonization of the
Philippines by the Spaniards, Japanese and the Americans; this story must forward a message
of hope and resilience of the Filipinos, rather than hate towards the colonizing states and
nationalities. In other words, knowledge about cultural diplomacy is important in Philippine
Foreign Policy so that the policies made in order to promote one’s culture does not overstep or
disrespect the culture, history and beliefs of another country.

Most Importantly, culture shapes the nature of cooperation institutions and dictates the
degree of social trust. Culture has a significant impact on the international community's behavior
and worldview. By promoting the Parol Making Industry, we are also promoting the resilience of
the Filipnos—that despite any flood, earthquake and even a pandemic, just like the Parol; our
light will shine through. With this kind of message carried out by our Philippine Foreign Policy
through Cultural Diplomacy, we opt to send an inspiring message to other countries, especially
during this time of crisis, and in the process; gain the trust and respect of the International
Community for the Filipinos and the Philippines.

XVII. Proposed Policy Outline

In general, the Department of Foreign Affairs must focus and make use of locally made
products in the Philippines and promote these products into the International Community. This is
because the main exported products from the Philippines are not local products, but rather raw
materials that will be used by other countries to produce their own products, these products are
then sold to us through importation, which makes it ironic since we have a rich source of raw
materials, therefore, we can also produce great quality products that can compete with imported
and international brands.
 Specifically, the promotion of the Parol Making Industry, as well as promoting the Filipino
Christmas spirit displayed by the unique resilient characteristics of a Filipino is one of the major
policy outlines that the DFA must focus on in regards to the proposed policy. Showcasing the
Filipino talent for art and craftsmanship through the Parols should also remain as a priority.

Additionally, aside from utilizing the promotion of the Parol Making Industry for Cultural
Diplomacy alone, it must also include policy approaches that would generate income so that
local parol makers can also benefit from the said policy. Hence, the goal is not to just simply
promote the parol per se, but rather to also help the industry gain momentum and have a
competitive edge in the international community, especially in the age of globalization wherein
countless opportunities are available if proper approaches and policies are implemented,
because again, the Philippines already has a competitive edge since we are a country that is
abundant with natural resources and raw materials, the problem is the lack of both National
Policies and Philippine Foreign Policies that can aid in this policy goal.

XVIII. Proposed Implementation Schemes

In the past, successful attempts to market the Christmas parol have also been made.
Indeed, the Philippines' Christmas parol has been seen in the following overseas celebrations;
the Philippine Consulate General in Xiamen held the first Parol Making Contest, themed
"Paskong Pinoy Galing sa Puso," to highlight traditional Filipino Christmas parols made from
inexpensive and ecologically friendly materials. It was open to all Filipinos in Fujian and Jiangxi
provinces (2018), the first lantern (parol) celebration was held in Honolulu, Hawaii, by Filipinos
(2012), Pampanga pride was displayed at the Philippine embassy in Bangkok, Thailand (2011),
and so on.

However, as stated in the previous part of this policy proposal, the focus of the
Department of Foreign Affairs should not be limited to promoting the Parol, Filipino Christmas
Spirit, and Filipino talent alone, but also focus on generating income and profit to the Parol
Making Industry. Which leads to the following proposed action plans:

1. Ensure that local parol makers get free professional business advice.
One of the most difficult decisions many small business owners will have to make is
whether to take out a loan to keep their business afloat or cut their losses. That's something
they should seek professional assistance with. When a small business is pressed for funds,
cutting back on advisers like lawyers and accountants can be a simple method to save money. It
is also most likely that local and small business parol makers did not go to business school nor
get the proper educational background and training to know what to do when a crisis hits, for
example, the pandemic. New and innovative marketing strategies in order to adapt towards
globalization is a knowledge that should be available to these local parol makers, and not just
limited to the privileged big businesses and corporations. Now is the time for a national program
to ensure that all small business owners have access to high-quality, free professional advice,
counsel, and guidance.

2. Increase the availability of loans for small and medium sized Parol Businesses.
Many small businesses are currently unable to obtain the capital they require to expand.
In the context of a pandemic, banks are eager to repair their balance sheets, but they are also
hesitant to issue loans. Venture capital firms, business angels (investors), and banks must be
encouraged to invest in or lend to start-ups and small businesses. With this, it would be easy for
the local parol makers to keep on expanding their business, and the availability of loans would
also encourage others to start a business in the parol making industry.

3. Encourage Localism.
How can we promote local products and Filipino craftsmanship abroad, if the local
citizens do not appreciate and value it first, thus highlighting the importance of encouraging
localism in the country. To elaborate, localism refers to the ideology that supports local product
production and consumption, local government control, and the promotion of local history,
culture, and identity. One strategy for this is to incorporate localism into the educational system,
wherein children as early as elementary education will learn to appreciate and use local
products instead of preferring imported ones, especially in the craze of trending international
products and brands all over the world that is showcased through different social media
platforms such as Tiktok.

4. Incorporate the Parol Making Industry into the Philippine Tourism Strategy.
A major focus to gain attention from the international community is to strengthen tourism.
Many travelers pick vacation spots not only for their beaches but for their cultural offerings.
Visitors will plan or extend their trips to enjoy an area’s unique food, history, music, art, etc. For
example, as much as we promote the Tarsier and Chocolate Hills in Bohol, and the delicious
Lechon in Cebu, or the breathtaking waterfalls in Camiguin Island, this must also include the
colorful parols of Pampanga, and promoting festivals are a great way for a nation to highlight
these aspects. Specifically, the DFA should request the DOT to highlight the Giant Lantern
Festival held in Pampanga which is the city known as the “Christmas Capital of the Philippines”
in the next Tourism Ad campaign, this will surely spark the interest of foreigners to visit the
country during the holiday season. It will also be a good opportunity to showcase the unique
parols made by the local parol makers in Pampanga to the world as foreigners would surely
take pictures and upload them to their different social media accounts. On that note, famous
foreign influencers should also be paid and invited to document and/or make a vlog about
Pampanga’s Giant Lantern Festival.

The Philippines can attract more visitors and increase the impact of tourism as a
contributor to the Parol Making Industry if it can develop a number of innovative strategies to tap
into the unique cultural resources of Pampanga's Lantern Festival as tourism assets, and by
encouraging cultural tourism planning and marketing of their unique arts, craftsmanship and
heritage offerings.

5. Global exhibits showcasing Parols.

Aside from attracting the international community into the country, we too, must go
outside and promote what is ours, and this can be done by conducting International and Global
exhibits in different countries to showcase Parols made from different materials, including
high-end and high quality materials. Any local parol maker can join the exhibit and get the
chance to sell their Parols internationally.

The benefits of exhibitions are practically limitless. A display of one’s work at a

well-located gallery can attract a wide range of people, which means local parol makers might
meet people who wish to represent their work. This can open more opportunities for them since
their names and local business will have a much wider reach and a diverse audience from
different cultures and races.

XIX. Analysis of Proposed Policies

Generally speaking, portraying the message of hope in the midst of any calamity such as
the ongoing pandemic through the Filipino Parol, as well as promoting the resilient
characteristics of the Filiinos would sometimes come off as “toxic positivity”. Toxic positivity is
defined as the overgeneralization of a cheerful, optimistic state across all situations, which is
excessive and counterproductive. Toxic positivity leads to the denial, reduction, and invalidation
of the genuine human emotional experience. When positivity is used to cover up or conceal the
human experience, it becomes toxic, just like anything done in excess. We undermine the
legitimacy of a true human experience by claiming to have "positive vibes all day." Thus, it is
important to make it clear that as much as we promote the resilient and happy-go-lucky
characteristics of the Filipinos through our unique way of celebrating Christmas and colorful
parols, it does not carry the message that we must be happy, positive and resilient all the time,
for it is okay to feel pain and disappointment, however, it is still necessary for each one of us; a
state, a region, a locality and each individual to get back up and to make the best of a given
situation; that is what the Filipino Christmas Spirit is all about.

Furthermore, another stumbling block to took at is the fact that a parol is not labeled as a
product of ‘necessity’ or ‘need’ unlike food, clothing, transportation and medicine, thus,
promoting it to different buyers, both nationally and internationally would only be seasonal since
parols or Christmas lanterns are mostly seen during the holidays. The DFA in partnership with
the local parol makers would need to find an effective marketing strategy and an innovative way
to create sales even beyond the holiday season, an example for this is to modernize some of
the designs for the parols so that it can be a staple and aesthetic home decoration.

Moreover, to be more specific in the proposed policy actions from the previous section,
these are the following advantages and disadvantages;

To ensure that local parol makers get free professional business advice, the main
advantage is that it will help local parol makers get the knowledge needed to expand their
business and to also manage a business crisis, such as the current pandemic, without having to
enroll in a certain degree or pay a huge amount of money to seek professional advice. And of
course, when professional advice is given, it can boost the confidence of these local parol
makers and would definitely be reflected in the quality of their products. The main disadvantage
would be the reliance local parol makers would build upon other professionals wherein the
business might not be able to function or the business owner would not be able to make his/ her
own decisions without the help and advice of a marketing/ business professional. In other
words, too much dependence upon the advice given by others can paralyze a business and a
business owner.

To increase the availability of loans for small and medium sized Parol Businesses, the
main advantage of this is that it would help small parol makers to expand their businesses if
loans are made easily accessible to them. It can also spark interest in others who would want to
enter into the Parol Making Industry. The disadvantage would root from the inability to make
timely payments if the business fails or if the business does not make enough profit to pay back
the loan.

To encourage Localism, the main advantage is that it can create a great momentum for
local products, the support of the local community can also be an uplifting energy for local
business owners to keep on producing high quality products. Localism is also a good way to
strengthen the media presence of the business and thus, generate more income at the very end
of the day. The main disadvantage is that by promoting localism, it can also affect the
importation of the country and would lead to a ‘surplus’ of the country’s balance. In economics, a
surplus balance of trade is when the value of exportation of local products exceeds the value of
importation of international products. Moreover, localism could also affect international
relationships with other countries because if taken into a wrong light, localism can come off as a
message to not buy from International brands.

To incorporate the Parol Making Industry into the Philippine Tourism Strategy, the main
advantage is that it can help spread the word easily, not just nationally, but globally. When
people visit the country, it will not be just about the different places and beaches that they could
visit, but it will be more about the rich culture, art and craftsmanship that the Philippines has to
offer, as well as seeking to experience the longest Christmas in the entire world. The
disadvantage would be that when the DOT focuses too much on one aspect such as the Parol
making industry and the Giant Parol Festival in Pampanga, it might steal the spotlight from
different tourist spots in the country, thus, it is important to note that the promotion of the parol
making industry should not overstep or cancel other significant Philippine tourist spots.

To conduct global exhibits showcasing Parols, the main advantage of this is that it is one
key stepping stone for a local parol maker and his/ her business to attract more attention in the
international community and in the process gain sponsors, partnerships and clients along the
way. The main disadvantage, first and foremost, is that conducting global and international
exhibits are pricey, the DFA would need to make sure that an adequate amount of budget is to
be used so that the exhibit would look explicit and professional inorder to attract bigger names
and businesses internationally.

XX. Conclusion

With all things considered, the lack of support and innovation in the Parol Making
Industry in the country has its roots from the lack of proposed policies and legislatures that
would address this problem. Thus, aside from focusing on diplomacy abroad and negotiating
treaty agreements, the Department of Foreign Affairs should also push for policies and activities
that would aid and support parol makers. To ensure that local parol makers get free professional
business advice, to increase the availability of loans for small and medium sized Parol
Businesses, to encourage Localism, to incorporate the Parol Making Industry into the Philippine
Tourism Strategy, and to conduct global exhibits showcasing Parols are the specific policies and
activities proposed in this paper.

The pandemic might have hit multiple businesses hard, including the local parol makers,
but all hope is not lost yet because in the age of globalization, distance is not a hindrance. In
this time and era, local businesses should not be intimidated with international brands because
through globalization and the right foreign policy structure; local brands truly have a competitive
advantage, especially in a country like the Philippines that has a rich source of raw materials.
Moreover, in order to adapt to globalization in the midst of a pandemic, the Department of
Foreign Affairs must encourage and help local parol makers to start using new forms of
marketing strategies such as engaging more in social media platforms like Instagram and
Tiktok. Collaborating with social media influencers is also a must in order to gain more attention.
A business’ communicative skills must also improve as collaborating with other business owners
locally, nationally and internationally is also a big factor because when you collaborate and
interact with other business owners, it is more likely that they will promote your products, just as
you would promote theirs, much like how cultural diplomacy works.

Truly, there is no such thing as a perfect policy, there will always be a trade-off of
different underlying advantages and disadvantages. Hence, it is not about coming up with the
best policy, but more on coming up with a policy that would best impact the lives of the Filipino
people.

XXI. Recommendation

This policy proposal highlights the importance of not just promoting the Filipino
Christmas Spirit as a tool for Cultural Diplomacy, but to also promote and generate income into
the Parol Making Industry and help local parol makers expand their businesses. Yet, aside from
the elements highlighted, another aspect to focus on is to also improve the skills of local parol
makers as well as teach the skills of parol making to a much wider audience by conducting free
trainings and classes. Future researchers and policy makers can direct a policy proposal to
TESDA (Technical Education and Skill Development Authority) to open classes related to the
Parol Making Industry.

Moreover, as a student of Political Science, my knowledge in the dynamics of business

is only limited, thus, I suggest for future researchers and policy makers who have a degree and
experience in business to aid in the improvement of the current policy proposal by enhancing
the proposed activities, especially in the nuances and approaches to business marketing and
business management.

Lastly, the policies and activities proposed in this paper, however, are only limited to a
national scope wherein policies that the DFA and the national government can only promote and
implement. Future researchers and policy makers should opt to expand this policy proposal by
also including international agreements between different states that would help support the
Parol Making Industry in the Philippines.

Indeed, this policy paper is the first step among many to help promote the Filipino
Christmas Spirit and the Parol Making Industry. Future researchers and policy makers can
incorporate their different knowledge, degrees and expertise in the enhancement of this paper in
order to postulate more innovative and creative ways for the Filipinos to adapt and learn how to
navigate in the International economic system in the age of globalization.
XXII. References

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