Rice holds great importance in the lives and culinary traditions of Filipinos. It serves as a staple food that is consumed regularly, and it features prominently in both savory meals and sweet desserts among the Filipino population. To gauge public sentiment towards rice, the Capstone-Intel Corporation undertook a comprehensive study on the subject.
Capstone-Intel is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency.
Background
Rice plays a significant role in the daily lives of people in Asian countries, serving as a staple food and an integral part of their cultural heritage. From China to Japan, Vietnam to India, Malaysia to Philippines, rice is a dietary cornerstone that has been cultivated and consumed for centuries. Its versatility and nutritional value have led to its widespread popularity and incorporation in various cuisines. Rice is not just a simple carbohydrate; it is a source of energy, protein, and essential vitamins and minerals. Its ability to adapt to different cooking methods and flavors, whether in savory dishes or sweet desserts, has made it a beloved ingredient in Asian cuisine.
Among the Asian countries that hold a deep affection for rice, the Philippines stands out as one of the nations where rice is particularly cherished. Rice has become ingrained in the Filipino culture, and its consumption is deeply rooted in their traditions and customs. Filipinos have a strong emotional connection to rice, as it symbolizes abundance, unity, and shared meals with family and friends. It is no surprise that rice is present in almost every Filipino meal, serving as the foundation upon which other dishes are built. The Filipino love for rice is also demonstrated by the variety of rice-based dishes that are indigenous to the country, such as adobo rice, sinangag (garlic fried rice), and bibingka (rice cake). Rice, in all its forms, holds a special place in the hearts and palates of Filipinos, creating a bond that goes beyond mere sustenance.
Methodology
The Capstone-Intel study was conducted over a period of two months, from September 20, 2023 to November 20, 2023. The research agency employed social listening tools to analyze publicly available Facebook pages, specifically focusing on posts mentioning “Rice.” It is essential to emphasize that no specific demographic or personal information was collected or monitored as part of this study.
Reaction distribution
The Facebook post received a significant response, accumulating a total count of 2,226,095 reactions. These reactions can be further classified as follows: 1,307,687 (58.70%) Likes, 687,211 (30.90%) Love, 143,828 (6.50%) Haha, 65,282 (2.90%) Wow, 19,410 (0.90%) Sad, and 2,677 (0.10%) Angry.
Top posts
The keyword “Rice” generated noteworthy levels of engagement across various Facebook pages of news companies and influencers.
Among these pages, the post from Brigada Batangas received the highest engagement score, accumulating 5,189 (42.60%) Love, 3,657 (30%) Likes, 3,326 (27.30%) Wow, 16 (0.10%) Haha, 3 (0.00%) Sad, and 2 (0.00%) Angry reactions.
Following closely, the second post with a significant engagement score of 28,648.9 was shared by Animal Kingdom Foundation. This post received 12,111 (22.80%) Likes, 40,951 (77%) Love, 55 (0.10%) Haha, 40 (0.10%) Wow, 40 (0.10%) Sad, and 0 (0.00%) Angry reactions.
Lastly, the third post belonging to Mang Inasal Philippines, achieved an engagement score of 11,813.6. This post garnered 3,419 (46.20%) Love, 2,936 (39.70%) Likes, 1010 (13.60%) Wow, 25 (0.30%) Haha, 11 (0.10%) Sad, and 0 (0.00%) Angry reactions.
