Ana Pista, the Founder and CEO of ArdentComm, a leading integrated marketing communications agency in the Philippines, recently joined the One Beat, One World: Connecting Through the Drum carnival and 5G Live Concert in Hong Kong, where she drew inspiration for reviving Filipino drum traditions and cultural events.

Organized by the Hong Kong Chinese Orchestra and presented by Chinachem Group, the event celebrated the universal power of drum beats to connect people across borders while promoting cultural heritage.

For Pista, the event was more than just a celebration — it was a blueprint for what the Philippines could achieve, just like how Taylor Swift took the number one spot as most streamed artist on Spotify with a little help from her Filipino fans.

“The drum is more than an instrument; it’s a heartbeat of culture,” the ArdentComm CEO shared. “I’m truly impressed with what Hong Kong is doing — promoting culture and the arts beyond their country. There were 30,000 attendees at the event, including foreign guests, and I’m hoping the Philippines can do the same. But such events should be inclusive, catering to all generations,” Ana further stated.

Reviving drum traditions: A vision for the Philippines

Inspired by Hong Kong’s vibrant cultural showcase, Pista said she intends to hold events like iconic Filipino festivals such as the Sinulog, Kadayawan, and Ati-Atihan, which prominently feature drumbeats as the lifeblood of their celebrations. She hopes public places such as the Luneta Park can be strengthened as a cultural hub, much like in the past when the national government championed arts and culture in the country.

“Drumming has always been deeply rooted in Filipino culture, from indigenous rituals in the Cordilleras to the lively street parades of the Ati-Atihan. Reviving these traditions could spark a cultural renaissance that strengthens our identity, caters to younger audiences, and drives tourism and economic growth,” the ArdentComm CEO emphasized.

The Hong Kong experience

The One Beat, One World carnival was a masterclass in cultural inclusivity, blending traditional and contemporary elements to engage audiences of all ages. 

Japan’s tap dance performance, which creatively integrated drum sounds, and India’s Tabla and Dance performance, which blended intricate rhythms with graceful movements, highlighted how cultural heritage can be presented with a twist.

“The event showed that culture doesn’t have to remain static — it can evolve and appeal to younger generations while retaining its roots,” the ArdentComm CEO noted.

Other performances featured in this year’s event also showcased drum and dance troupes from across the globe, including:

• China’s Lanzhou Taiping Drum by Yonghong Peace Drum Troupe, showcasing intangible cultural heritage.
• Malaysia’s Orang Orang Drum Theatre, combining drumming with theatrical storytelling.
• Korea’s Bukchum (Drum Dance) by The Little Angels Art Troupe, highlighting synchronized artistry.
• Hong Kong’s Dragon and Lion Dance Team, delivering an electrifying display of local traditions.

Interactive workshops and cultural displays also reinforced Hong Kong’s role as a global cultural hub, drawing praise from international participants.

Hong Kong Chinese Orchestra conductor Wong Kin-Ping praised Pista’s vision, saying, “Music and rhythm transcend borders. By helping foster cultural events, Ms. Pista is not just preserving traditions but building bridges that connect communities.”

For her part, Pista believes that revitalizing cultural events in the Philippines could not only preserve traditions but also provide significant economic and tourism benefits. 

“Imagine Luneta Park filled with the sound of gongs and drums, children trying to learn traditional dances, and communities coming together to watch featured performances from the Philharmonic Orchestra. These events could attract both domestic and international tourists, generate jobs, and instill a sense of pride in our cultural identity,” the ArdentComm CEO further stated.

In the end, the One Beat, One World carnival can serve as a shining example of how culture can be both a unifying force and an economic catalyst. With 30,000 attendees, including foreign tourists, the event demonstrated the potential for large-scale cultural events to boost tourism and foster global connections.

ArdentComm’s shared vision for the future

Photo shows (from left) Samantha Liu Ling-ling, Chair of the Advisory Committee of the Strive and Rise Programme; Dr Celina Chin, Executive Director of the Hong Kong Chinese Orchestra; Sylvia Chung, Chief Business Impact Officer of Chinachem Group; and Stephanie Au, Co-founder of Mind the Waves, during the launch ceremony for “One Beat, One World: Connecting Through the Drum” event in Hong Kong.

As Pista, the ArdentComm CEO, drums alongside performers in Hong Kong, she is determined to bring the same energy and inclusivity back to the Philippines. 

“Cultural events should cater to all generations,” she said. “We need to bridge the gap between tradition and innovation, ensuring that our heritage resonates with everyone.”

Her participation in the carnival is a significant first step toward her mission to celebrate and preserve Filipino culture while drawing inspiration from global events.

By creating spaces where heritage meets modernity, Pista aims to ensure the rhythm of Filipino culture continues to inspire and unite for generations to come.