Publicly floating persona non grata threats turns a precise diplomatic tool into applause politics, shifting focus from Chinese misconduct to domestic noise and weakening the very authority the state is meant to protect.
Philippine tourism struggles not from lack of assets, but from leadership that prioritizes messaging over systems, coordination, and hard economic decisions.
Impeachment has shifted from a last resort to background noise, shaping governance through threat and delay rather than decisive constitutional action.
Philippine tourism is not recovering; it is falling behind as neighbors move faster on access, pricing, and planning while local policy debates remain stuck on slogans and surface-level branding.
As 2025 closes, Philippine politics is defined less by reforms than by exposure, with President Ferdinand Marcos Jr. losing credibility while Vice President Sara Duterte gains strength as a symbol of public frustration.
The muted discomfort around Jollibee’s Christmas presence on Viber underscores a simple truth in digital marketing even trusted brands must earn their place in private spaces.