FROM SOIL TO SEOUL: CHOCOLATE QUEEN OF CEBU SWEETENS SOUTH KOREA WITH THE FILIPINO CHOCOLATE EXPERIENCE

The Philippine Embassy in Seoul held these events in recognition of the essential role of food and gastronomy in shaping the Philippines' sustainable tourism landscape. "We are proud to bring the Philippine Cacao Tradition to the South Korean Community, introduced by the Chocolate Queen herself. Our shared values in food and culture strengthens the close connection between both our nations," Philippine Ambassador to South Korea Theresa Dizon-De Vega said.

The advocacy of Chocolate Queen Raquel T. Choa is special as the TCC promotes sustainable tourism and farming practices while upholding the Filipino identity in gastronomy. The Chamber continues to expand by partnering with cacao farmers in the region to grow the best quality cacao beans for their products and trains Filipino MSMEs as well as cacao farming communities in other Southeast Asian countries to develop beans into delectable chocolate in different forms, making the chocolate journey an immersive experience from soil to soul.

On 7 July, the Chocolate Chamber served over 150 members of the Filipino and Korean communities three kinds of chocolate drinks through a Filipino Tsokolate pop-up celebrating World Chocolate Day at the new Philippine Experience Center in the Philippine Embassy in Seoul. The Chocolate Queen of Cebu also shared the heritage story of Filipino cacao and the rich chocolate-making tradition of Filipino sikwate with members of the Korean media and culture and travel influencers at Rakkojae, a traditional Hanok complex in Bukchon Village, Seoul.

South Korean chocolatiers, members of the Food and Beverage Industry, and prospective buyers and partners from tourism, agriculture, and trade councils were invited by the Philippine Embassy to a separate Chocolate Appreciation session where the Chocolate Chamber highlighted the various flavors and uses of Filipino chocolate, as well as cacao growing practices on 8 July 2024. A Filipino food course provided by Spatula by Haevichi experimental kitchen complemented the in-depth masterclass on growing and enjoying Filipino chocolate.

On 9 July 2024, Ambassador Dizon-de Vega invited heads of missions of cacao growing countries, ASEAN Ambassadors and Korean cultural institutions and partners to a Cacao to Beverage 101 session, highlighting the old-fashioned way of making Filipino tablea (small traditionally home-made tablets of pure ground roasted cacao beans) while weaving the story of the Philippines' deeply connected history in chocolate making through the Manila-Acapulco Galleon trade.

The children of the chocolate queen Angelie, AJ, and JP Choa, formed part of the TCC team in Seoul, as the chamber encourages cultural preservation of Filipino chocolate making by involving the younger generation. Ms. Angelie Choa, the CCC Batidores (chocolate version of a coffee barista) made over 350 cups of Filipino tsokolate for the community to enjoy. Mr. JP Choa, a young and upcoming artist who paints Filipino landscapes using cacao, also held a live painting demonstration showcasing the sustainable use of cacao in art during the events.

This project was realized under the Philippine Embassy in Seoul's flagship Philippine Food and Culture Promotions Program in South Korea (FOCUS Philippines). A joint initiative of the Philippine Embassy in Seoul, in collaboration with the Philippine Department of Tourism in Korea, the Philippine Trade and Investment Center in Seoul, the Philippine Agriculture Office in Seoul, and the Migrant Workers' Office. FOCUS Philippines promotes Filipino food, food products, and agricultural products in South Korea, emphasizing gastrodiplomacy as an essential component of the Philippine government's thrust towards highlighting Filipino heritage and sustainable development.

As of July 2024, South Korea remains the top source of the Philippines' tourist market with a total of 824,798 South Korean visitors (25.99% of overall international tourist arrivals) entering the Philippines. The Philippine Embassy is proud of this accomplishment and will continue to work on actively promoting Filipino tourism, culture, and heritage to the South Korean community. END