The upcoming reality-cooking show Kumusta, a collaboration between TV5 Network Inc. and Viu, represents more than entertainment—it aims to deepen cultural ties, promote mutual understanding, and boost tourism between the Philippines and South Korea.
A Philippine–South Korean co-production, the program features Korean actor Ji Chang-wook alongside prominent Filipino celebrities and chefs. It follows Filipino talent running a pop-up restaurant in Seoul, introducing authentic Filipino cuisine—such as inasal, kare-kare, and sisig—to Korean diners.
At its core, Kumusta emphasizes cultural exchange and human connection. The show’s concept, derived from the Filipino greeting “kumusta” (meaning “how are you?”), symbolizes warmth, dialogue, and mutual respect. Interactions between Filipino and Korean cast members highlight shared values like family, teamwork, and hospitality, helping counter stereotypes and build nuanced understanding.
The program also taps into the global influence of the Korean Wave (Hallyu). By blending Filipino storytelling with Korean production expertise, Kumusta positions the Philippines within an international entertainment ecosystem, reaching audiences beyond the country.
Tourism promotion is another key benefit. By featuring real locations—such as Seoul’s Gangnam District—and highlighting cultural experiences, the show can inspire viewers to visit both South Korea and the Philippines. This exposure to Filipino culture, cuisine, and talent may encourage international audiences to explore the country.
Additionally, Kumusta bridges fan communities from both nations, capitalizing on the Philippines’ strong support for Korean entertainment while promoting Filipino talent abroad. This crossover appeal can expand audience reach, foster future collaborations, and strengthen economic ties in the media industry.
Kumusta is more than a cooking show—it is a cultural bridge. Through food, storytelling, and collaboration, it can contribute to stronger diplomatic and cultural relations, mutual understanding, and increased tourism between the Philippines and South Korea.