SULONG, BARONG: The Experiences and Challenges of the Embroiderers in Taal, Batangas during the COVID-19 Crisis

Abstract

The Heritage Town of Taal in the province of Batangas is declared as the “Barong Tagalog Capital of the Philippines.” The town is known for its ancestral houses, museums, the Basilica of St. Martin, and its trademark in Barong Tagalogs, the Burdang Taal. The Burdang Taal industry has been subjected to various kinds of studies including enterprise study, business and operational management analysis, and longevity determinants study. With the advent of the pandemic, this study aims to know the experiences of the embroiderers, the challenges they faced, the solutions they employed, and the newly adapted business strategies they utilized in response to the crisis. This research also aims to compare the experiences of Taal’s embroidery industry to its counterpart cottage industries in Southeast Asia. This research involves on-site observations, documentary analysis, and interviews with three selected embroiderers based in Taal Public Market, and a local government representative. The gathered data underwent re-storying and thematic analysis. The embroidery businesses in Taal, Batangas faced significant challenges during the COVID-19 pandemic, worsened by the lingering impact of the recent eruption of Taal Volcano. They had to navigate the impacts of both a natural disaster, and the subsequent health crisis. These challenges included forced closures, suspension of operations, loss of customers, and the cancellation of events and gatherings where embroidery products are typically used. The sudden and drastic changes in the business environment pushed the embroiderers to adopt new business strategies. The study revealed that embroiderers’ adaptive strategies for recovery are venturing to alternative business during the strict lockdown, consistently opening of stores when they were allowed to reopen, engaging in online business, improving the quality of their products, and passing their knowledge and skills to their staff members. Comparatively, the experiences of embroiderers in Taal, Batangas align with the challenges and coping strategies observed in other cottage industries across Southeast Asian countries such as the batik industry of Malaysia and Indonesia, and the silk-weaving industry of Cambodia and Thailand. These industries faced similar obstacles, such as income loss, reduced workforce, production disruptions, and business closure. In response to the crisis, the said industries engage in online marketing, venturing into in-demand products such as masks, shifting to sustainable production practices, and collaborating with private organizations and the public sector. This study recommends the embroidery industry and other cottage industries embrace technology in marketing, expanding their digital presence, and strengthening their relationships with customers. This is while ensuring that its practices are sustainable in the long run. For future researchers, it is recommended to execute policy analysis, longitudinal studies, and similar studies with a wider scope such as embroiderers based outside Taal Public Market.