The Cultural Forces Behind the Philippines' September Christmas Tradition
When Jose Mari Chan's "Christmas in Our Hearts" begins playing on radio stations and malls across the archipelago, Filipinos know the holiday season has officially begun, even though it's only September. This uniquely Filipino phenomenon of celebrating Christmas for four months has deep cultural roots that experts trace to the convergence of traditional values, modern commerce, and beloved musical traditions.
The Role of Jose Mari Chan and Mall Culture
Cultural anthropologist Dr. Nestor Castro explains that the Philippines stands alone globally in its extended Christmas season, which runs from September through early January. This practice emerged in the mid-20th century alongside the rise of radio broadcasting and shopping mall culture.
"Andiyan 'yung mga musika, mga kanta ni Jose Mari Chan na sinisimulan nang September," Castro notes, highlighting how the beloved crooner's Christmas songs have become seasonal markers. The proliferation of malls further reinforced this timeline, with shopping centers introducing Christmas decorations and sales as soon as the "ber" months arrive.
"Mayroon nang malls ang nagtitinda ng greeting cards. Mayroong bookstore noon na 'yan ang kanilang specialization. Mayroon nang mga sale. Tapos papasok ka sa mall, maririnig mo na 'yung kanta ni Jose Mari Chan," Castro observes, describing how commercial spaces became the new town plazas heralding the Yuletide season.
Deep Cultural and Religious Foundations
Historian Xiao Chua recalls that the "September Christmas" concept wasn't prevalent in the mid-1990s when malls were fewer. As shopping centers multiplied, they needed themes for each month, and Christmas filled the September gap before Halloween displays.
However, this modern phenomenon builds upon much older Filipino traditions. Castro identifies several foundational elements: the Filipino emphasis on family and children (reflected in the indigenous term "mag-anak"), Christian faith, and even the cooler weather during the "ber" months that locals playfully call the "brrr" season.
"Isa ay ang pagpapahalaga natin sa mga bata, sa sanggol. Kaya mapapansin natin, mas ang Pasko ay araw ng pagbibigay ng aguinaldo sa mga bata," Castro explains, noting how Christmas centers on gift-giving to children and family togetherness.
Living Traditions Across the Islands
From Luzon to Mindanao, Filipino families maintain these cherished customs in diverse ways. Evangeline Laxamana, a housewife from Pampanga, grew up with September Christmas preparations and continues the tradition with her children. "Nakalakihan ko kasi yung ganun. So, gusto ko ma-feel din ng mga anak ko yun," she shares.
In Isabela, corn farmer Jonnabelle Peñana prepares spaghetti for Christmas Day as a special treat for the children. Meanwhile, Cavite copywriter Brandon Talip appreciates how early celebrations allow busy adults to coordinate schedules and celebrate with all their loved ones.
The Spirit of Kapwa and Community Care
Chua emphasizes that even before Spanish colonization, Filipinos practiced thanksgiving to Bathala for bountiful harvests and community gift-sharing. The commercialization of Christmas has enhanced rather than replaced these indigenous values of kapwa (shared identity) and caring for others.
Even Jose Mari Chan's lyrics reflect this community spirit: "Whenever I see girls and boys selling lanterns on the street," Chua notes. "It's really about taking care of your brothers in the name of Jesus Christ."
Resilience Through Celebration
Castro identifies another crucial factor in the extended holiday season: Filipinos' remarkable ability to find joy despite hardship. "Mahilig tayo na magsaya, kahit ang puna sa atin ang mga dayuhan, kahit panahon ng kalungkutan ay masaya tayo, tumatawa tayo. Kasi ito 'yung paraan natin na umangkop sa dangerous times," he explains.
This resilience through celebration serves as both cultural adaptation and temporary escape from societal challenges, though Castro cautions that real problems shouldn't be forgotten amid the festivities.
Evolving Traditions in the Digital Age
Technology continues reshaping Filipino Christmas customs. Digital wallets now facilitate aguinaldo transfers to godchildren, while video calls connect overseas Filipino workers with their families. Social media has largely replaced traditional Christmas cards.
"Naniniwala naman ako na lahat ng kultura nagbabago, walang kultura na statiko," Castro observes. "Ang bawat lipunan, namimili siya ng kung ano 'yung mga tradisyon na ipagpapatuloy niya at alin 'yung hindi niya ipagpapatuloy."
Despite these changes, certain traditions endure: the iconic parol (Christmas lantern), children's caroling groups, and family gift exchanges, though these too adapt to contemporary needs.
Preserving the Christmas Essence
Castro emphasizes the importance of maintaining Christmas's deeper meaning amid evolving practices. "Dapat i-highlight, ano ba 'yung pinaka essence ng lahat ng ito. Kasi marami, lalong-lalo na ang mga kabataan, Gen Z, alam na lang nila bilang tradition, bilang ritual. Pero hindi talagang malalim ang pagkaunawa kung bakit natin ito ginagawa."
The anthropologist hopes essential values will persist: spirituality, family closeness, respect for children and elders (including the traditional mano po gesture), and communal dining. These elements, he argues, represent the true heart of Filipino Christmas that transcends both commercial influences and technological changes.
As the Philippines continues to navigate modernity while preserving its cultural identity, the September Christmas tradition stands as a testament to how Filipino creativity and adaptability can transform external influences into something uniquely and authentically Pinoy.