Experience Tahum: A Pop-Up Festival 2024; A celebration of ‘The Filipino Spirit’ for a cause

By Mariela Angella Oladive

‘Tahum’ is Hiligaynon for beautiful.

As the city immerses in the grandeur of the Dinagyang Festival, set to culminate this week, the excitement is far from over.

The upcoming Tahum Pop-up Festival, now in its fourth-year installment, is gearing up for the biggest, beautiful, and yet another promising cultural feast that goes beyond aesthetics but also with a beautiful purpose.

Hosted by the Assumption Iloilo Educational Foundation, Inc. (AIEF Inc.) with the advocacy ‘to love, promote, and support local Filipino,’ the Tahum is set to treat attendees with a unique blend of creativity and a commitment to giving back.

Themed “The Filipino Spirit,” this year’s premier event will gather 75 exhibitors from all over the country to feature ‘the best of the best’ of diverse Filipino culture and heritage on February 2-4 at Iloilo Convention Center (ICON) in Mandurriao, Iloilo city.

Love local, Support a scholar at Tahum

Empowering dreams through Tahum, at the core of the event’s purpose is the AIEF Inc. ‘s scholarship program, dedicated to providing transformative education to scholars from economically disadvantaged backgrounds.

“When you shop local, you support the scholar. Tahum isn’t just a place where you appreciate what is beautiful; it’s a haven for budding artists, creative entrepreneurs, and those seeking to connect with their roots. Tahum is a place to go if you want your every purchase to be purposeful because it’s not only part of the proceeds but 100% of the proceeds will go to the scholars,” shared AIEF Inc. President Marjorie Florete in an interview with Daily Guardian.

“We believe that education is a necessity and should be given to all. How life changing it can be to one person to have transformative education,” she added.

The program provides a full six-year scholarship from Grade 7 to 12. Presently, the foundation are providing educational support for 18 scholars.

Tahum: A Pop-Up Festival

While special guests are yet to confirm, Tahum will showcase the best of Filipino creativity, presenting a wide range of products, from clothes to jewelry, lifestyle items, furniture, and most especially, an integral part of Iloilo [being hailed as the UNESCO Creative City of Gastronomy], the delicious local cuisine from a very tightly curated exhibitors at the Namit food sections.

To name a few of the many highlights in the exhibit include the products of renowned personalities like jewelry designer Arnel Papa, the Alexander Fragrance, along with new additions from Cebu, and participants from Batangas showcasing their weaves.

Tracing its roots in 2019, the event is a response to the foundation’s need for a fundraising program. Inspired by an all-Filipino fair in Manila, which Florete attended, being one of the founders, she envisioned bringing the same elevated experience to Iloilo and Western Visayas.

Partnering with companies like Megaworld, Tahum has since become a platform where 100% of the proceeds support the scholarship program, offering better life opportunities to its scholars.

‘The Filipino Spirit’

This year’s theme, crafted with creative director Jor-el Espina, the foundation think of the theme that would encapsulate the Tahum and it is the ‘Filipino spirit’ referring to the practice of the bayanihan, a desire to help, and give back to the community, it reflects the essence of what urges Filipino to move forward, to love one’s own cultural identity, and to do more for the country.

Adding to the significance of Tahum 2024 is the double homecoming celebration of Assumption Iloilo in conjunction with the event. It will welcome 36 classes of Jubilarians from the homecoming year 2022 and 2024, who will visit Tahum as part of the official scheduled activities for the homecoming.

With just a few days until the event, in thick preparations, the Board of Trustees together with the whole foundation family are extending warm invitations to everyone, including our fur family to join the celebration of Filipino culture and craftsmanship.

First in the Philippines to have a digital cashless payment system via QR code, Tahum has also partnered with Union Bank credit card, enhancing the overall experience for attendees. The public can avail 0-3 months 0 percent installment.

As the city gears up for the biggest pop-up festival, Tahum invites everyone to witness the beauty and richness of Filipino culture, promising an immersive experience, making it a must-attend event.

Believing in its noble cause, Daily Guardian has been with Tahum since it started.


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