2024 brought a whirlwind of new trends and sparked various conversations.
From iconic figures who dominated social media, emerging collection crazes, hottest songs and most anticipated films, to viral moments that reigned over meme pages – the trends and happenings in pop culture this year were Filipinos' cherry on top – keeping them busy tapping their screens or having tea in almost every room.
While it's difficult to literally cover everything that trended since our timelines change incredibly fast day by day, we took some notes. Here are some of the viral icons, movies, songs, and moments in the Philippines that shaped 2024.
TRENDING PERSONALITIES
1. BINI
Oh shux, 2024 has truly cemented BINI as a top P-pop phenomenon. With chart-topping hits “Pantropiko” and “Salamin, Salamin”, the nation’s girl group held various sold out concerts, earned multiple sponsorships and commercials, and bagged notable achievements like "Best Asia Act" award at the MTV Europe Music Awards, Most Streamed OPM group in Spotify Philippines, and Top Searched Female Personality in the Philippines, among others.
They also set the foundation for P-pop with a series of firsts including being the first Filipino act to perform at KCON Los Angeles and the first P-pop female group announced to be having a solo concert at the Philippine Arena.
2. Diwata
Redefining “diwata” in locals’ vocabulary from a Philippine mythological creature to queen of a popular Filipino comfort food, viral personality Deo Balbuena or “Diwata” started as a meme in 2016 but eventually rose to fame as an internet sensation. Aside from being hailed as the “Pares Overload Queen” due to her business, she got her first acting gig this year as a pares seller in “FPJ’s Batang Quiapo”.
3. Rico Yan
More than two decades since his death, '90s heartthrob Rico Yan still makes a multitude of netizens gush over him, prompting some to dub the matinee idol as the “nation’s boyfriend.” 2024 was no different, except that the admiration for Yan on social media has morphed from typical posts to blockbuster online content in Tiktok, reels, and even photocards usually seen in K-pop and P-pop culture.
Noticeably, he gained new fans from the younger generation, adding up to his already solid fan base despite being long deceased. In July, there was an influx of supporters who visited his tomb to pay emotional tribute that also sparked a debate over the supposed “limits” of fanaticism, with some netizens and celebrities telling fans to let Yan rest in peace.
4. Sam Concepcion
Dararadat-Daddy? Actor-singer Sam Concepcion recently made waves after a viral photo of him looking noticeably buff in a tank top caught the attention of eagle-eyed netizens. Some immediately created viral “thirsty memes” over his physique, which Concepcion himself found surprising since he only uploaded the photo to commemorate his performance on the Tony Award-winning musical “Once on This Island” in Manila.
5. Bernadette Sembrano and Karen Davila
2024 was also the year when 2 ABS-CBN News anchors had their own viral moments.
Bernadette Sembrano’s off-screen line “Sa ‘yo ako ah” during a live airing of TV Patrol quickly became meme fodder, with some calling Ate B the “queen of assurance”. Sembrano later explained she was communicating with her cameraman and did not know that she was already live on air.
Karen Davila had her own trending moment when she unintentionally walked behind fellow anchor Noli de Castro who was doing his spiel during a live broadcast of TV Patrol. Parody accounts poked fun at Davila, who was visibly shocked and moved away quickly after realizing the on-air gaffe.
HIT SONGS
1. "Babaero" - gins&melodies, Hev Abi
With over 176 million streams, hip-hop track “Babaero” is this year’s best performing song on Spotify, the country’s top music platform. Pinoy hip-hop giant Hev Abi and gins&melodies delivered a catchy but chill bop about disproving womanizer claims.
2. "Dilaw" – Maki
Hitmaker Maki released indie/alternative track “Dilaw” that immediately became a background music for numerous online content, most especially TikTok. Centering on sweet, warm words towards someone deeply and unconditionally loved, the song garnered 182 million streams on Spotify.
3. "Sining" - Dionela feat. Jay R
OPM artist Dionela and R&B Prince Jay R’s “sining” was a song dedicated to the former’s girlfriend, but it also became a heartfelt anthem for many romantic Filipino listeners. With sweet lyrics in both Filipino and English, it now has over 185 million streams on Spotify.
4. "Walang Alam" - Hev Abi
Another hit song from Hev Abi is “Walang Alam”, which got 167 million streams on Spotify. The track has been a hit in dance challenges and trends on TikTok.
5. "Pantropiko" – BINI
A tropical song for a tropical country, BINI’s “Pantropiko” definitely had a place in the spotlight this year with 162 million streams on Spotify and K-pop acts dancing to the group’s ode to bubblegum pop music and the Philippines’ climate.
WELL-LOVED FLICKS
1. Inside Out 2
“Inside Out 2”, the much-anticipated sequel to Pixar’s animated tale about a teenager’s emotions, certainly got us in the feels this year, introducing new emotions in Riley’s control room such as “Anxiety”, “Ennui”, “Envy” and “Embarrassment”. To date, “Inside Out 2” remains the undisputed box office champ for 2024, raking in $1.6 billion worldwide, followed closely by another sequel, Marvel’s “Deadpool & Wolverine.”
2. How to Make Millions Before Grandma Dies
Certified tearjerker "How to Make Millions Before Grandma Dies" earned $34 million in its theatrical runs in Southeast Asia and Australia/New Zealand, making it the highest-grossing Thai film ever.
The film struck a chord for Filipino moviegoers, who appreciated its story on family ties and the sacrifices of the elderly. It is now available for streaming in Netfix.
3. Hello, Love, Again
The year ain’t over but it’s safe to say that KathDen or Kathryn Bernardo and Alden Richards have made their mark.
KathDen’s “Joy” and “Ethan” are back for “Hello, Love, Again”, which shows the couple’s love story taking a giant leap in locales, from Hong Kong to Canada. Though it only started showing in cinemas last month, the film has already reached P1.4 billion worldwide box office sales and is now the highest grossing Filipino film ever, dethroning the 2023 Metro Manila Film Festival (MMFF) entry “Rewind”.
4. Un/Happy for You
Inviting ex-lovers to revisit their past actions and checking scars on what was once a broken heart, “Un/Happy for You” was the reunion project of former couple Julia Barreto and Joshua Garcia. It proved its global appeal after bagging a worldwide gross of P390 million.
5. Queen of Tears
Kim Soo-Hyun and Kim Ji-Won, whom some call “King and Queen of K-drama 2024”, portrayed immense vulnerability as a married couple navigating difficulties in staying together in “Queen of Tears”. The romance-drama series was so well-loved that it became the most-watched K-drama on Netflix this year.
VIRAL CONTROVERSIES
1. Chocolate Hills resort
In March, a travel influencer posted a video of Captain’s Peak Garden and Resort strategically constructed at the base of Chocolate Hills in Bohol, a protected area and a UNESCO World Heritage Site. The video caused massive public outrage, sparking a congressional investigation and led to the resort’s temporary closure as ordered by the Department of Environment and Natural Resources.
The investigation would later show that Captain’s Peak was just one of many resorts that had already sprung up around the famous tourist destination.
2. “Pet friendly” restaurant rejects aspin
Balay Dako, known as a “pet-friendly” restaurant in Tagaytay, made headlines in September after it denied entry for an aspin named “Yoda”. After the dog owner publicized the incident, the establishment received backlash and countless netizens – even celebrities – expressed concern about the incident.
Other restaurants meanwhile showed their love for animals by opening discounts and offering free meals for pets, especially aspins.
3. '#JusticeForKillua'
Killua was another dog that dominated social media for an unfortunate reason. It was brazenly killed and later found inside a sack by his owner in Bato, Camarines Sur. The public's outcry prompted an investigation into its killer who confessed the crime but defended himself, saying he was only responding to a complaint against the supposed "aggressive" dog.
The suspect was sued and later indicted, after a prosecutor of Provincial Prosecution Service-Iriga City found sufficient grounds to charge him with a violation of Republic Act 8495 or the Animal Welfare Act.
4. ‘Gil Tulog’ Avenue
Advertising agency Gigil drew flak after launching a marketing campaign that changed the name of Gil Puyat Avenue in Makati to “Gil Tulog Avenue”. Initially, some netizens found the gimmick witty; but it suffered from wide criticisms when family of late Senator Gil Puyat filed a complaint against the agency, saying the gimmick was both unethical and a form of “disrespect” to the deceased lawmaker.
Makati City Mayor Abby Binay also called out the officials who approved the campaign.
POPULAR WORDS
1. “Demure”
After gaining popularity from a video of TikTok content creator Jools Lebron, Dictionary.com was very mindful to announce the word “demure” as 2024 Word of the Year. Countless influencers, hosts, journalists, and netizens jumped on the trend of using it in different causes.
From a word that was formerly associated with traditional restrictions and conservatism, “being demure” now means celebrating elegance and enjoying oneself.
2. “Eyy”
BINI’s youngest member, Sheena, did not expect that her saying “Eyy” while doing some hand gestures over a fan question would create another trend. Fans have started “eyy-ing” their way to good vibes while lawmakers at the House of Representatives were spotted doing the viral expression as they adjourned the session on the proposed 2025 national budget.
3. “Brain rot”
Feeling drained after scrolling mindlessly on your phone? You might be suffering “brain rot” – the Oxford University Press’ 2024 Word of the Year. Brain rot sums up concerns over the impact of excessive consumption of low-quality online content. Best not to think of it though.
ESSENTIALS?
1. Anik-anik
Filipinos have recently enjoyed having “maximalist” fashion statements on their outfits or bags, through hanging or attaching cute and sentimental items known as “anik-anik”. A first-ever Pop Mart pop-up was also launched in the country after its executives saw a boom on collectible crazes like Labubu in Southeast Asia, and especially, in the Philippines.
Even celebrities could not help but ride the trend as they style themselves with unique items and collect cute plushies and toys – hinting at a cultural shift that would not easily wear off.
2. AI detector
In terms of AI-related searches, the AI detector topped the list for obvious reasons: in a society that now thrives with industries utilizing automation, how could experts, professors, hiring managers, or just any individual know what’s AI-generated and what’s actually human made? AI detector apps become a necessity to check content and measure how much of the text is AI-made.
3. ChatGPT
Also among the leading AI-related searches, ChatGPT continues to skyrocket in popularity with OpenAI chief Sam Altman saying it now draws 100 million users on a weekly basis. Clearly, it has become a go-to site for people from different walks in life; not only for studies or for work, but also for personal use like advice, tips, or for simple conversations with an AI.