Redefining Traditions: The Filipino American Entrepreneur’s Impact on the Iconic Balikbayan Box
How can an immigrant community in the United States craft a tradition that not only showcases familial success, but also evolves into its own unique subculture? The Balikbayan box is a quintessential tradition among Filipinos overseas, a package filled with an array of goods sent from the diaspora back to their families in the Philippines. These boxes, often brimming with both necessities and luxuries, are not just about the physical items they contain, but serve as tangible expressions of love, connection, and the enduring ties that bridge the geographical and emotional divides between Filipinos overseas and their loved ones back home.
As we celebrate Filipino American History Month, it’s important to shine a light on the symbols and practices that define the Filipino diaspora. One artifact that stands out is the Balikbayan box. While the box’s name — ‘balik’ (return) and ‘bayan’ (town or homeland) — represents homecoming, its contents speak of distances traveled, both literally and culturally. More than just a cardboard container filled with random goods, the Balikbayan box is a profound cultural phenomenon.
The contents of these boxes narrate stories of migration, aspiration, and resilience. Historically, they have predominantly included American brands — a literal box of American capitalism, if you will. It’s a testament to the lasting colonial influence and the aspirational value associated with Western commodities. But as we stand at the crossroads of cultural evolution and reflection, there’s an emerging dialogue and compelling vision for redirecting this narrative.
What if these boxes, these vessels of emotions and memories, began to showcase Filipino American brands, instead? This pivot would not just be a change in consumer choice, but a monumental stride in celebrating Filipino American entrepreneurship. It begs the question and exploration to reimagine the Balikbayan box’s potential as both a marker of identity and a catalyst for economic and cultural empowerment.
First of All, What’s in a Balikbayan Box?
One example of a Filipino American sharing the contents of their Balikbayan box features American brands such as Colgate and Secret deodorant, which are particularly coveted in the Philippines due to the lasting impact of U.S. colonization on consumer preferences (more on that later). Clothing, including sought-after U.S. shoe brands like Nike and Adidas, makes up a significant portion of the box, especially since certain shoe models available in the U.S. aren’t found in the Philippines. What’s ironic is how many of these products originate in Asia, travel to the United States for purchase, only to be shipped back to Asia. Traditional gifts like purses, perfumes, and makeup highlight the diaspora’s desire to share their relative prosperity with family members, especially during peak Balikbayan seasons like Christmas.
Specialized Balikbayan box companies, such as Atlas, LBC, and Starkargo, have streamlined the process of sending these packages. This is a testament to Filipino American entrepreneurial ingenuity, where these companies identified a gap in the market and filled the need by serving the people directly in their communities and back home in the Philippines. With shipping fees ranging from $40 to $80, it’s often more cost-effective to send these boxes to the Philippines through these dedicated services than using regular U.S. carriers for local deliveries.
In Tagalog, Balikbayan means “return to country.” Former Philippine President Ferdinand Marcos coined the term to inspire nationalism in Filipino expats and encourage them to return with their earnings. When Marcos’s rule ended, the Philippine government signed the Balikbayan program into law. What was initially meant to be a solution to the country’s financial instability transformed into a cherished cultural practice across the Filipino diaspora.
The Historical Lens
In tracing the Balikbayan box’s contemporary roots, we should take a step back and revisit history, specifically on the nuanced relationship between the Philippines and the United States. At the turn of the 20th century, the Philippines found itself under American colonial rule. This period, spanning roughly five decades, left a mark on the Filipino psyche, its cultural landscape, and, most tangibly, its consumption patterns.
Anthropologists often assert that colonization never just imposes political or territorial dominance; it seeks to shape minds, desires, and identities. In the Philippine context, this shaping was evident in many facets of life, especially in how people perceived value and quality. American products, from the simple can of Spam to a Hershey’s chocolate bar, were not just goods; they became symbols of modernity, luxury, and aspiration. American brands became synonymous with prestige. As generations of Filipinos were raised under an education system with American ideals and the English language, this cultural tethering grew stronger.
What came out of this was the Balikbayan box. The earliest versions of these boxes, sent home by Filipinos working overseas, predominantly contained American brands. They were tangible proofs of success in foreign lands and were cherished not just for their material value but for the socio-cultural weight they carried. The box, in its essence, was a microcosm of the broader Filipino American narrative — a narrative of longing, influence, and a perpetual straddling between two worlds. As told by a Filipino American anthropologist, “Colgate was not available at Costco one year so mom and I bought Crest toothpaste instead, for the sake of having toothpaste to distribute. When we gave away the Crest in the Philippines, some members of my family were crestfallen (no pun intended) because they looked forward to receiving Colgate, an item they received from us yearly. In effect, many said to us, ‘Thank you for the toothpaste; we appreciate it very much. But we find that Colgate cleans our teeth better. So if there’s no Colgate at the store next time, then don’t worry about getting us toothpaste.’”
The Balikbayan box might appear to be just a container of clothing, candy, and Colgate, but they are actually filled with cultural narratives, historical influences, and deeply entrenched perceptions. American brands, primarily within these boxes, stand as representatives of a history of colonization, the Western ideal of progress, and the aspirational promise of the “American Dream.” For many Filipinos, these brands are not just items of consumption, but tokens of love and gestures of success. They signify a relative’s ability to ‘make it’ abroad.
The Cultural Shift: Embracing Filipino American Brands
In recent years, there’s been a rise in the recognition of Filipino American brands. Brands like Sanzo, FiliFlavors, Narra, and Fila Manila (to name a few) can be found in stores across America. As the Filipino diaspora has grown and matured, so too has its representation in the global marketplace. This change isn’t just about consumerism; it’s symbolic of a community seeking to reclaim its narrative.
Brands born from the confluence of Filipino heritage and American experience have an inherent duality. They resonate with tales of migration, dreams, struggles, and triumphs — resulting in products that aren’t merely commodities but chronicles of a journey. From food brands that put a modern twist on traditional Filipino dishes, to clothing lines that meld Filipino craftsmanship with American aesthetics, these brands are the heartbeat of a community that has learned to weave two worlds together.
So why is this shift towards Filipino American brands significant? At its core, this evolution speaks to the broader themes of cultural authenticity and identity. For the diaspora, purchasing these brands becomes an act of cultural reaffirmation, a conscious choice to celebrate and elevate their hybrid identity. It’s not just about buying a product; it’s a statement, a vote of confidence in a community’s ability to shape global trends while staying rooted in its heritage.
Yet, the question arises: How would these brands be received by recipients in the Philippines, who’ve been accustomed to valuing American-only products in Balikbayan boxes? Would a shirt from a Filipino American designer carry the same symbolic weight as a globally recognized American brand? Would artisanal Filipino American chocolates be as cherished as Hershey’s bars?
The answers aren’t that simple. Some recipients might see these items as potent symbols of their loved ones’ successes in navigating and influencing a multicultural environment. Others might need time to adapt, given the deep-seated associations with American brands as tokens of “luxury.” Yet, the very act of introducing these brands into the Balikbayan ecosystem could spark conversations, challenge pre-existing perceptions, and pave the way for an appreciation of transnational connections.
Entrepreneurship as a Cultural Response
As the Filipino diaspora continues to grow and make its mark overseas, especially in America, there’s been a noteworthy surge in Filipino American entrepreneurs stepping into various sectors, be it food, fashion, technology, or arts. This entrepreneurial spirit is not just a testament to their business acumen but a profound cultural response to the dual identities they navigate and the longing to be represented authentically.
For many of these entrepreneurs, their ventures are deeply personal. They aren’t just starting businesses; they’re crafting stories, filling gaps in the market that resonate with their personal journeys, and responding to the needs and desires of a community that yearns for products and services that reflect their lived experiences. Think of Tim Flores, who co-leads the only Michelin-star Filipino restaurant in the United States, or multi-disciplinary artist and fashion designer, Francesca Mateo. These serve as bridges, connecting two worlds while also challenging and expanding what’s considered “normative” in both.
As these businesses flourish, they inevitably influence the contents of the iconic Balikbayan boxes. No longer limited to just American mainstream brands, these boxes now have the potential to carry a piece of the diaspora’s entrepreneurial spirit back to the Philippines. This shift doesn’t just diversify the products; it reshapes the narrative of the box.
As these boxes filled with products from Filipino American businesses reach homes in the Philippines, they serve multiple purposes. First, they stand as a testament to the diaspora’s ability to carve out spaces for themselves in competitive industries abroad. Second, they act as vehicles of inspiration, motivating the next generation of Filipinos to consider entrepreneurial journeys of their own. This is especially important because the more exposure of successful entrepreneurial ventures we bring to Filipinos, the more normalized this path becomes. You can’t become what you don’t see.
Social Exchanges and Familial Ties
For the Filipino diaspora, gift-giving is a crucial aspect of human interaction, deeply rooted in the practices of reciprocity and the social exchanges that bind individuals together. When a family member from the diaspora sends a Balikbayan box, it isn’t just a care package. It’s an act of social exchange, a tangible gesture reinforcing the intangible bonds of family, signifying remembrance, concern, and affection. These exchanges are grounded in the principles of reciprocity, which help ensure the continuity and strength of familial relationships, even across the globe.
Marcel Mauss, a prominent anthropologist, suggested in his book, “The Gift,” that gifts are never truly “free.” They carry with them social obligations, both for the giver and the recipient. In the context of the Balikbayan box, this dynamic exists. The box, filled with carefully chosen items, shows the sender’s commitment to maintaining ties and expresses their role in the family’s broader social structure. In return, the family in the Philippines, upon receiving the box, might reciprocate with letters, calls, or even their own packages — maintaining the ebb and flow of social interactions.
The last time I encountered a Balikbayan box, it carried a profound weight beyond its physical contents. Filled to the brim with my late mother’s clothing, each item carefully folded and packed, it became a symbol of legacy, memory, and connection. In 2007, my grandmother, who had made the decision to return to the Philippines, took on the responsibility of delivering this box to our relatives there. To them, the box wasn’t merely clothes or material possessions; it was an extension of my mother, a tactile memory, and a testament to the relationships that defined her life.
This underscores the depth of significance that Balikbayan boxes carry, bridging emotional distances and encapsulating histories and memories. It’s these deep-seated familial ties that might initially pose resistance to the acceptance of Filipino American goods. However, it’s also these very connections, built on trust, love, and mutual respect, that hold the potential to influence perspectives. If presented and integrated in a manner that respects these relationships and traditions, there’s a real opportunity for Filipino American products to be valued, revered, and embraced, carving out their own space in the legacy of the Balikbayan box.
Concluding Thoughts
The Balikbayan box, since its inception, has not just been a vessel of material goods; it is a chronicle of the Filipino diaspora’s history, emotions, and dreams. Drawing from deep anthropological underpinnings, the box signifies far more than just commodities. It encapsulates the crossroads of past influences and future aspirations, a delicate balance between preserving tradition and embracing progress.
Historically, the contents of these boxes have been a shadow of colonial ties, a longstanding influence of American brands in the Filipino psyche. Yet, there is an emerging, transformative vision for this tradition of gift-giving, one that resonates with authenticity and pride. By championing Filipino American brands, we’re not only revisiting our cultural roots but also empowering and inspiring the potential of more Filipino Americans in the entrepreneurial landscape.
The Balikbayan box stands as an ever dynamic symbol. Its evolution offers an opportunity not just to reflect, but to shape the identity and aspirations of a community. It speaks to the resilience and adaptability of the Filipino spirit, continuously reinventing itself in the face of challenges and opportunities.
To all budding Filipino American entrepreneurs: your vision, passion, and drive could reinvent this tradition. You have the power to craft its narrative, redefine its significance, and further strengthen the bridge between two worlds. Let’s not just build businesses, but reshape cultural legacies.
