Social media influencer Deo Jarito Balbuena, better known as ‘Diwata’ online, was called out by the National Commission on Indigenous Peoples (NCIP) after he posted a video via his Facebook account where he was mocking the gestures of Indigenous Peoples (IP), all the while clothed in traditional attire.
“It is vital to recognize that his actions, [either] intentional or unintentional, reflect a broader societal issue,” said NCIP in an official statement last February 26.
The controversial video was posted on February 23, when Diwata was in Baguio City in time for the Panagbenga flower festival. He said in the video, “Guys andito na naman tayo sa Baguio, hindi natin makukumpleto ang pagpunta natin dito kung hindi tayo makakapagsuot ng Igorot costume [We’re here again in Baguio. Our visit won’t be complete if we do not wear an Igorot costume].”
In the video, Diwata mocked the actions of IPs while the people recording him and those in the background were audibly laughing at the show he put on.
NCIP furthered that, “This incident highlights the persistent challenges in the Information and Education Campaign (IECs) aimed at decolonizing the mindset of the Filipino population toward ICCs/IPs.”
IPs have been a constant victim of stereotypes propagated toward their culture and tradition, which are ultimately harmful and disrespectful. Hence, NCIP highlighted that they aim to dismantle these perpetuated notions “entrenched in the Filipino psyche” regarding these societal groups.
The lack of cultural sensitivity and appropriateness was evident in Diwata’s video and actions, which enraged several social media users, including those from IP groups themselves. His use of the words “costume” was also condemned by a user as it posed the risk of mischaracterization of the traditional attire worn by IPs.
In line with this, NCIP reiterated the importance of Advisory No. NA-2023-09-002 “On the Use of Cultural Materials and Expressions of Indigenous Peoples,” where they attached the complete document following their official statement.
The agency also called for attire rental owners and similar businesses frequented by tourists within the Baguio area “to educate and even police their patrons, in the most suitable way possible, about the appropriate use of ICCs/IPs cultural materials and expressions.
Following the official statement of NCIP and as the controversy heated up on social media, Diwata released an official statement and apology on February 28 in regard to his actions. He said that it was not his intention to ridicule the culture of people within the Cordillera region. He claimed that he only wanted to stir joy, but instead, his actions hurt and offended people.
Diwata garnered traction over the past year for his viral business Diwata Pares Overload, which went viral on social media for selling ₱100 pares all included with unli-rice, unli-soup, and a bottle of soft drink. In October of 2024, Diwata filed his certificate of nomination and acceptance under the Vendors Party-list for the upcoming 2025 national elections.
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