ZAMBOANGA CITY, July 28 (PIA) -- The creative industry of the Philippines never fails to amaze the world. Thus, helping the industry overcome the COVID-19 pandemic is one of the priorities of President Ferdinand Marcos Jr.

The industry faces several challenges, and creative freelancers in the country have remained vulnerable during the height of COVID-19 health crisis in the past years.

“The creativity of the Filipino is truly world class, unfortunately ang mga hanapbuhay ng mga ito (creative industries) ay ang unang pinadapa ng pandemya at pinakahuli na makakabalik sa normal,” President Ferdinand Marcos affirmed during his 1st State Of Nation Address (SONA) 2022 recently.

To address the woes of the industry including the work place condition, working hours, intellectual property rights and welfare of creative freelancers – an institutionalized creative industry will be established that will advance the interest of various stakeholders in the country.

“Sila na nagbibigay ng kaluluwa at pagkakilala sa ating pagka Filipino, protektahan natin sila,” President Marcos said.

To note, the creative industry here excels in arts and culture, new media, live events -- avenues that generate primary and downstream jobs for our creative and talented countrymen among others.

Meanwhile, the country’s chief lauded the Filipino brand for being rooted in the rich cultural heritage of the nation.

“The tourism sector plays an invaluable role in the promotion of Filipino brand,” he said.

He also emphasized that tourism is not only an important development economic tool but the abundance of opportunities that the sector create in terms of regular employment and even job creations at the grassroots level is undeniable.

He stressed that to foster the Filipino brand is to spark our sense of pride and reaffirm Filipinos' strong sense of identity. Therefore, he directed the Department of Tourism to accelerate and lead its promotion.

“It is high time to welcome the rest of the world with enhanced Filipino brand that is unique, attractive and creative,” the president exclaimed. (RVC/JRA/PIA9-Zamboanga City)