Filipino Fame or Foreign Gain? Pinoy-Baiting Strategies and their Appeal to Filipino Audiences

Proponent/s Name/s (Last Name, First Name, Middle Initial)

• Jamielle Kaye Yzabella C. Paras, University of the CordillerasFollow
• Ghisleen Hannah M. Baldemor, University of the CordillerasFollow
• Yelynna Angelie B. Acosta, University of the CordillerasFollow
• Charlie James P. Batin, University of the CordillerasFollow

Document Types

Paper Presentation

Research Theme (for Paper Presentation and Poster Presentation submissions only)

Media and Philippine Studies (MPS)

School Name

University of the Cordilleras

Track or Strand

Humanities and Social Science (HUMSS)

Research Advisor (Last Name, First Name, Middle Initial)

Jimenez, Girlie C.

Start Date

23-6-2026 1:30 PM

End Date

23-6-2026 3:00 PM

Zoom Link/ Room Assignment

DLSU Manila Campus (In-person) - Don Enrique T. Yuchengco Hall - Y405

Abstract/Executive Summary

This study analyzed the phenomenon of Pinoy-baiting on YouTube, where foreign content creators produce videos that exaggerate their admiration toward Filipino culture to attract local audiences and engagement. Using a qualitative content analysis design, the researchers purposely selected and analyzed YouTube videos that met specific inclusion criteria such as exaggerated praise, clickbait thumbnails or titles, and noticeable Filipino audience interaction. Through thematic analysis, three major themes emerged: (1) food, (2) music as an emotional spectacle, and (3) stereotyping Filipino identity. The videos also showed common clickbait strategies such as all-caps titles, dramatic thumbnails, emojis, and overexpressed emotions to boost engagement and visibility. Guided by Cruz et. al’s (2024) framework, the findings revealed that Pinoy-baiting exists as a spectrum between cultural appreciation and appropriation, often combining genuine interest with performative admiration. While these videos help increase Filipino visibility, they also commodify Filipino culture for entertainment and profit. The study highlights the need for authentic cultural representation, responsible content creation, and stronger media literacy to promote respectful digital engagement.

Keywords

Pinoy-baiting, cultural appropriation, cultural appreciation, Cultural Representation, YouTube, media literacy, media representation

Initial Consent for Publication

yes

Statement of Originality

yes