There was an unmistakable homespun charm during the recent launch of the My City, My SM campaign in at the Event Center SM City Iloilo. 

During the event, SM paid tribute to two Ilonggos who have brought much pride to their city - Dr. Josette Talamera-Biyo, Director of the Philippine Science High School Iloilo Campus and Mr. Edgar “Injap” Sia II, of Mang Inasal Philippines – and yet have chosen to stay in their home city.


Dr. Biyo was the recipient of the prestigious Intel Award in 2002, when resulted in having a planet after year, yet continues to teach high school students because “that is what I teach for, that is what I live for.” Injap, on the other hand, is a business folk hero of sorts who dreamt to be an example of a probinsyano who would make it big in the national scene, and with his 208 Mang Inasal outlets was voted Entrepreneur of the Year for his outstanding achievement in business.

But what has made them stay? The program, which highlighted the best of Iloilo, revealed perhaps just why.


Just in time for the Dinagyang Festival, the program featured performances from the UP Hublag Dance Troupe and songs from Dingdong Avanzado, whose roots can be traced to Iloilo as a part of the prominent Oton family.

Guests led by Iloilo City Vice Mayor Jed Patrick Mabilog were treated to cocktails prepared by Ilonggo world- class chef Pauline Gorriceta-Banusing, which featured a nouvelle take on traditional cuisine. Chicken Inasal was served on pizzetas, Molo Balls were given a fried and crispy vibe, the iconic Fresh Lumpia came in bites, and Fried Ibos were served with Muzcovado Syrup.


Mallgoers also had the opportunity to appreciate the exhibit, which features a showcase of Ilonggo delicacies and fabrics that celebrate Iloilo’s artistry and ingenuity.


The Iloilo launch was the third in the My City, My SM series, which features prominent personalities from key cities in the Philippines taking the reader through a visual tour of his or her city and SM. The first, I Left My Heart in San Fernando, which was launched in SM City Pampanga, featured internationally acclaimed film director Brillante Mendoza and Mutya ng Kapampangan 2006 Nicolette Henson. The second, Cebu, Cebu highlighted Ms. Teresin Mendezona and the Aldeguer brothers Jay, Chris, and Michael.

My City, My SM is a project of SM and the Department of Tourism in cooperation with the Philippine Star.