National Artist for Literature Virgilio Almario (right) tries Bulacan delicacies prepared for the opening of the My City, My SM at SM Baliuag on Saturday night.
As a prominent Bulakenyo, Almario’s writings were read during the launch. Photo by Dino Balabo
BALIUAG, Bulacan—While rich cultural heritage slowly fade amid fast changing technological advancements, SM Supermalls celebrated Bulacan’s cultural contributions.
This came with the grand launch of the campaign “My City, My SM” at the SM City here on Saturday night with the theme “Bravo Baliuag.”
The launch was highlighted by the performance of Shirley Halili-Cruz’s students. Cruz is an award winning ballerina from the province and readings from the writings of Virgilio “Rio Alma” Almario, the national artist for literature who hailed from San Miguel town.
In a brief message, Provincial Administrator Jim Valerio said that the province is proud of its rich cultural heritage and colorful history.
However, the same is hardly noticed by today’s generation.
“Nakakalungkot na isipin sa kabila ng mayamang kasaysayan, sining at kultura natin, maraming kabataan ay walang sapat na kamalayan at kaalaman sa pamanang ito ng lahi,” he said.
Valerio noted that that younger generations are distracted by increasing technological advances saying “unti-unting kumukupas sa gunita natin sa patuloy na pagtaas ng teknolohiya sa pagsusulong ng agham.”
However, he said that efforts by private organizations like the supermall’s My City, My SM” campaign proved helpful.
“Napakahalaga na ng gawain katulad ng ‘My City, My SM’ upang maipamulat sa kanila at maitanim ito sa mga puso at damdamin para mapanatili at maipagpatuloy sa susunod na panahon,” Valerio said.
Valerio reminded young Bulakenyos the need to look back at the colorful history and grandeur of culture to rediscover the rich heritage of the province.
“The greatest sin a Bulakenyo could ever commit is to forget who he is and where he came from, to forget the grandeur and greatness of Bulacan and to not know the vastness of our cultural inheritance that is even reflected in our flourishing industries,” he noted.
“From the ingenuity of our craft, the beauty of our jewelries, the mystics of our marbles, to our delectable cuisines, to the spectacles of our festivals, I enjoin each and everyone to be one with who we are to be one with our province. We are Bulakenyos and Bulacan is our province,” he added.
Initiated by SM Supermall’s Millie Dizon, “My City, My SM” campaign started last year and earned Anvil Merit award for outstanding public relations campaign.
The campaign was part of SM’s realization that as they expand their operations in provinces, they have to get involved.
Beverly Cruz, SM City Baliuag’s public relations officer, said that SM Supermalls became aware of the beauty and vast diversity of the country.
“As we become part of the communities we serve, we have come to appreciate their wonderful history and culture, scenic attractions, foods, festivals and their people,” Cruz said.
She said that the campaign was meant to highlight and celebrate outstanding qualities of every cities and towns in the country with a prominent personality that will guide readers.
