Coca-Cola at Dinagyang: Reimagining Festival Culture Through Flavor, Music, and Community

Almost two weeks after the final drum beats subsided, Iloilo is still buzzing with the excitement of Dinagyang 2026. This year's event was more than just a festival appearance for Coca-Cola Philippines; it was a celebration of the company's longstanding relationship with the province, which began in the late 1940s.

Coca-Cola celebrated the Ilonggo spirit it has been serving for almost 80 years by putting a strong emphasis on community and culture, acting as a true local partner rooted in the streets.

A Legacy of ‘Lasang Lokal’ 

The cuisine is fundamental to Dinagyang. Street food became a cultural highlight thanks to the Coca-Cola Food Fest at Megaworld Mandurriao and Delgado Street. The brand highlighted the "Lasang Lokal" (local taste) that characterizes the city's renowned culinary scene by combining ice-cold Coca-Cola with regional favorites. 

Bold local flavors across Iloilo’s streets lead festivalgoers to reach for an ice-cold Coke,
completing every delicious food find at the festival. Photo credit: Maiko Bryan Diesto (Drinking
Nose on Facebook)

This relationship has existed for a long time. Coca-Cola has been a mainstay at family mealtimes and at the sari-sari shops that can be found all throughout the town since the firm started operating in Iloilo in the 1940s. 

A Stage for Local Pride

Local and rising OPM artists lit up the Coke Studio concert, bringing high-energy performances
and collaborations to the streets of Iloilo. Relive the moments here.

Coca-Cola has been actively involved in this 50-year-old custom since the Dinagyang Festival officially started in 1968. Coke Studio™ celebrated this shared history this year by highlighting native talent. Popular national performers like Ena Mori and Over October performed with Mary Anjolie and Your X Boyfriends from Iloilo, a vibrant celebration of Filipino music, as well as a subdued homage to Ilonggo culture. 

Fun Live Experiences for the Next Generation

Coca-Cola designed interactive places for Gen Zers, the nation's emerging cultural creators, to match the festival's tremendous energy.

At Megaworld Boulevard, the Royal™ Booth provided "Mwah-sarap" moments of joy when attendees participated in Snap N' Slay picture challenges. For those with a competitive drive, the Lift® Zone, which was devoted to the new drink that suits every mood, offered fast-paced games.

A Cleaner Way to Celebrate

Taking a fair contribution in maintaining clean neighborhoods is a sign of true partnership. Coca-Cola established collection locations across Iloilo City as part of the Coca-Cola Tapon to Ipon campaign, a statewide PET bottle collecting initiative, to guarantee that recyclable plastic (PET) bottles were collected rather than ending up as litter.

Coca-Cola goods were offered to festival attendees in return for empty plastic bottles. These gathered PET bottles are will be directed to PETValue Philippines*, the nation's first food-
high-quality facility for recycling bottles to bottles. PETValue then creates new food-grade recycled PET (rPET) packaging from post-consumer PET bottles. The project demonstrates that Filipinos are capable of ought to take pleasure in elaborate customs while actively contributing to the cleanliness of their communities. 

Rooted Locally

“Dinagyang is all about people coming together, and that’s what makes it special,” said Frenissa Lagman, Frontline Sr. Marketing Director of Coca-Cola Philippines. “Our history with Iloilo goes back to the late 1940s. Being part of the local celebrations for over 50 years means adding real value to the experience, whether through music, food, or supporting the community’s goals of keeping festivals clean.” 

The Coca-Cola presence at Dinagyang 2026 serves as a reminder that companies can be more than simply a name on a sign; they can be a local partner and a source of inspiration as Iloilo resumes its daily routine.

To learn the latest about Coca-Cola Philippines, follow the official pages on Facebook and
Instagram or visit www.coca-cola.com.