Beginning in the 1970s, just about every Filipino household in America was either hauling balikbayan boxes in person or mailing them to relatives back in the Philippines. These care packages, filled with goodies from the United States, were seen as an expression of support during hard economic times and as a gesture of pure love.
The Origins of the Balikbayan Box
The term 'balikbayan' combines the Tagalog words 'balik' (return) and 'bayan' (homeland). It was introduced by President Ferdinand Marcos Sr. in 1973 as part of tourism initiatives. After declaring martial law in 1972, Marcos aimed to compel Filipino immigrants to return and visit, thereby legitimising his new dictatorial regime, according to Adrian De Leon, an assistant professor of history at New York University and author of 'Balikbayan: A Revenant History of the Filipino Homeland'.
The balikbayan program proved incredibly profitable for the government as middle-class Filipino Americans came and spent capital. 'The dollar stretches way more,' De Leon says. 'Bulk buying becomes a way through which overseas Filipinos are incentivised to maintain an economic connection to their homeland so that the government can take cuts from it and use it for like everything.'
Evolution of the Care Packages
The practice of shipping balikbayan boxes grew from there. Initially, canned meat like Spam was a staple. Over time, small luxuries such as skin-care products, clothes, and candy became sought after. Then American entertainment like music cassettes and movies on Betamax were added.
'What might have been letters being sent back home, now with the balikbayan box, you're sending back American pop culture,' De Leon says. 'Filipinos are doing the work of American soft power for Filipinos at home.'
A Thriving Industry
Sending balikbayan boxes has become its own industry. Several shipping companies in the U.S. market door-to-door delivery to the Philippines. Filipino immigrants visiting the country get quicker entry at Manila's Ninoy Aquino International Airport through a designated 'balikbayan lane.'
Jamming as many gifts as possible into a balikbayan box remains culturally ingrained in the Filipino diaspora. Filipino American comedian Rex Navarrete has made it a stand-up bit, advising: 'One thing you should never pack in a balikbayan box is air.'
This article is part of a recurring series, 'American Objects,' marking the 250th anniversary of the United States.
