Explainer: Why Ilonggo’s use of Kalibo Ati-atihan Brand?

Jun N. Aguirre

An exchange of intellectual discourse has made the rounds on social media following the use of ati-atihan terms, especially’sadsad’, in the Dinagyang Festival this year. Although ‘Hala Bira’ has been a common term for Dinagyang, this is the first time that it uses the term’sadsad’ or merry making.

The controversy erupted after both the National Museum and Iloilo City Mayor Jerry Treñas, in their respective social media pages encouraged Ilongo’s to join the ‘sadsad’ for Dinagyang this year. The National Museum-Western Visayas claimed that the term’sadsad’ is a generic or universal word and that Kalibo has no exclusive rights to its use.

This is the reason why I have called on the local government of Kalibo to register the Ati-Atihan brand with the Intellectual Property Office (IPO). Thankfully, Kalibo Mayor Juris Bautista-Sucro responded by saying that he agreed to register the Kalibo Ati-atihan brand and trademark.

Currently, Aklan do not have a legal right to own any ati-atihan brand in the absence of an IPO.

Despite the allegations that’sadsad’ is a generic word, the Ilongo’s certainly forget its context. The’sadsad’ is not only a common practice during Kalibo Ati-atihan; it’s the’spirit’ of the Kalibo Ati-atihan. It’s the ‘way of life’ for many Akeanons in particular.

But why is Iloilo using the word’sadsad’ now while it should use its brand as ‘Dagyang’ instead?

For years, Ilongo’s been known to be ‘tikalon’s.’ They have the right to be one, as in the island of Panay, as they are the center of both academic and commercial excellence in Western Visayas. They have visionary political leaders such as former Senator Franklin D. Drilon and incumbent Iloilo City Mayor Jerry Trenas.
Previous reports indicate that the development of Iloilo International Airport was supposed to be at Kalibo International Airport. But Drilon is said to have used his influence in Malacanang to divert the development to Iloilo instead.

(In Aklan, we have a visionary leader, former Governor Florencio Miraflores, but his vision is more on providing Akeanons health services, which is why Aklan now enjoys improved health programs.).
Nevertheless, in the intellectual discourse on social media, I did not read anybody who mentioned the origin of the Dinagyang Festival. History tells us that it was borrowed in Aklan, not in Kalibo, but in Ibajay, the oldest ati-atihan revelry.

According to the Weebly website, Dinagyang began after Rev. Fr. Ambrosio Galindez of a local parish introduced the devotion to Santo Niño in November 1967. In 1968, a replica of the original image of the Santo Niño de Cebu was brought to Iloilo by Fr. Sulpicio Enderez as a gift to the parish of San Jose. The faithful, led by members of Confradia del Santo Niño de Cebu, Iloilo Chapter, worked to give the image a fitting reception, starting at the Iloilo Airport and parading down the streets of Iloilo.

In the beginning, the observance of the feast was confined to the parish. The Confradia patterned the celebration on the Ati-atihan of Ibajay, Aklan, where natives dance in the streets, their bodies covered with soot and ashes, to simulate the Atis dancing to celebrate the sale of Panay. It was these tribal groups who were the prototypes of the present festival.

In 1977, the Marcos government ordered the various regions of the Philippines to come up with festivals or celebrations that could boost tourism and development. The City of Iloilo readily identified the Iloilo Ati-atihan as its project. At the same time, the local parish could no longer handle the growing challenges of the festival.

The Dinagyang is divided into three major events: Ati-Ati Street Dancing, Kasadyahan Street Dancing, and Miss Dinagyang.
It is tempting to say that Iloilo copied the ati-atihan concept from Aklan; many Aklanons in several years have also attempted to copy the Dinagyang festival brand during the Kalibo Ati-atihan celebration.

Among them is the consistent use of synchronized performances and loud speakers during street parades. It seems that some Akeanons were envious of the success of the Dinagyang Festival.

Since Dinagyang also introduced the concept of ‘sadsad’ this year, it seems they find the potential of ‘sadsad’ as part of their promotions in the coming years.

Meanwhile, Lesly Mobo, an international fashion designer respected for his outlook and designs, also posted on his social media page that he hopes Kalibo Ati-atihan will also have its own publicity on the national scene.