If I'm running out of a select item--something easily portable--I usually stop by the Mercadona on my walk home from the metro station. Today was a slight change, as I didn't limit myself to just the necessities. After months of eyeing them in stores, I finally caved and bought my first package of Filipinos, mainly due to curiosity, but also, um, because of that publicidad featuring Mom and Dinosaur Jr. (not the band).My thinking went along the lines of, Heeyyyy, I'm Filipino(a), and even though this is (more than) kind of odd, I'm willing to try this novelty snack item that's (again, kind of) weird (backhand) evidence of the long relationship between my temporary adopted country and the one of birth.
I was also won over by the fact that the Filipinos were significantly cheaper than the Oreos on the next shelf.
When I got home, it occurred to me why the Filipinos were more affordable: I had inadvertently picked up the pack of minis! I felt stupid. How was I supposed to gallivant dinosaur-style, as it were, from the kitchen to the living room, without the regular, donut-shaped goods in my hands?
I had duped myself. More importantly, I proved to be the perfect consumer. While I'm not quite the cookie fanatic, I still went ahead and made the purchase because the brand spoke to me. A Filipino eating a Filipino. A chocolate-covered white biscuit. A variation on the past: a banana, a Twinkie. Coincidence and irony.
According to this Wikipedia article, the current Filipino cookies were inspired by rosquillos from the Visayas, hence the props. Rosquillo itself comes from the Spanish rosca, i.e. ring, as does the chocolate coating.
Homage or not, however, Filipino cookies still rub me the wrong way, so that was my first and last package. I know, it's just food! I'm nevertheless not the only one who had issues with it. A decade ago The Philippine government was wondering more or less the same. Obviously, nothing ever came of it, which makes me wonder about the popularity of the cookies.
On the other hand, I don't doubt the extensive Filipino presence here. As in, the people. It's not exactly as cohesive--ok, well-known--as the Chinese community, but I've definitely identified more Filipinos out and about than my home state (obviously neither California nor New York). Clearly, MetroMadrid a) agrees that there is a significant Filipino community here, b) suggest that Madrileños (of Filipino descent or not) are conscious of it, too. In recent months, they've circulated (a much shorter version of) the following commercial:
As with the cookies, I was mostly surprised when I first saw this ad, waiting for the movies at one of the Cines Renoir. For once, I didn't have to read the subtitles. I even giggled; nos ha queda'o igualito. In a few months, I will also be that balikbayan (twice removed) recounting my adventures in Spain. You can bet that one of the things I'll be championing will be the subway.
Upon further chance viewings, my frowns grew wider. Yes, the Philippines is a country in development. Yes, many Filipinos continue to lead the agrarian live. Yes, many Filipinos have the tendency to imitate, emulate "Western" ways.
And yes, I understand that overall, it is just a publicity campaign for MetroMadrid, like the Filipino cookies are just...cookies. MetroMadrid's commercial is a witty, even charming statement on the cleanliness and efficiency of Western Europe's third-largest system. What pueblo--Spanish, Filipino, or otherwise--wouldn't want one of their own? Maybe I am reading too much into things (thank you, cultural studies). I just hope that folks don't take it too much at face value because whether we like it or not, some of us still retain fragments of that colonial mentality.
(Image: Wikipedia)
