People’s cultural identity as reflected in Panagbenga (Flower) Festival

The Panagbenga (Flower) Festival is a cultural celebration that showcases the local arts and traditions of Baguio City, situated in the Cordilleran Region of the Philippines. This study aims to explore the festival as a form of artistic expression that embodies the unique identity of its people. Employing a qualitative methodology, specifically cross-media ethnography, the research draws upon face-to-face interviews, direct observation, and analysis of digital artifacts to connect both physical and digital elements of the festival experience. Five purposively selected participants involved in the festival’s committee and planning provided insights into its significance. The findings demonstrate that the Panagbenga Festival is a dynamic event through which the Cordilleran community, especially the residents of Baguio City, honors and sustains their cultural heritage in a contemporary context. The festival symbolizes the resilience and hope of the people in the aftermath of the devastating July 16, 1990 earthquake. Moreover, it serves as a vital platform to preserve traditions, values, and beliefs for future generations amidst the pressures of modernization. The study recommends the promotion of cultural appropriation as a means to further emphasize and celebrate Cordilleran culture.