ArrowArtboardCreated with Sketch.Title ChevronTitle ChevronIcon FacebookIcon LinkedinIcon Mail ContactPath LayerIcon MailPositive ArrowIcon PrintIcon Twitter
Opinion

How South Korea's 'CLOY' can help Filipinos create a better future

The Philippines has turned itself into nation of followers, not pioneers

| Philippines
Hyun Bin during a press conference of tvN drama "Crashing Landing On You," pictured in December 2019: the drama series set off a tempest in the psyche of Filipinos.   © Imazins/Getty Images

Criselda Yabes is a journalist based in the Philippines. She is author of "The Battle of Marawi," her 10th book, which was published in September.

When the Philippines' Smart Communications chose South Korean actor Hyun Bin to endorse its products in May last year, the advertising matrix went through the roof.

Sponsored Content

About Sponsored Content This content was commissioned by Nikkei's Global Business Bureau.

Discover the all new Nikkei Asia app

  • Take your reading anywhere with offline reading functions
  • Never miss a story with breaking news alerts
  • Customize your reading experience

Nikkei Asian Review, now known as Nikkei Asia, will be the voice of the Asian Century.

Celebrate our next chapter
Free access for everyone - Sep. 30

Find out more