Ramadan and Eid"l Fitr

Ramadan is the ninth month of the Muslim calendar, a month of celebration for all Muslims in the world. The faithful is obligated to fast from sun up to sundown — not eating, drinking, smoking, or enjoying any worldly pleasure. Why is fasting a celebration when it requires such a strict abstinence from food and drink and worldly pleasures? It is because God showers His blessings on those who religiously fast.

A popular hadith (saying attributed to the Prophet by his companions) states, “When the month of Ramadan begins, the gates of the Heaven are opened and the gates of Hell are closed, and the devils are chained.” (Sahih Bukhari, Volume 3, Book 31, Number 123). No wonder Ramadan is a time for rejoicing!

Ramadan is a time for devotion. Fasting is an opportunity to practice self-control and to cleanse the body and mind. In an act of spiritual cleansing, Muslims ask for forgiveness of those they have wronged whether wittingly or unwittingly. Thus, I ask forgiveness from those I may have wronged, even unwittingly.

Fasting is a way of experiencing hunger to develop sympathy for the less fortunate and learning to appreciate the bounties of God. Generosity is encouraged during Ramadan. Each Muslim family apportions a determined amount as charity to the poor. Food is normally distributed to the faithful after the evening prayers. In the Middle East, dates would be a staple food for Ramadan as it provides quick energy for the body. The National Commission on Muslim Filipinos (NCMF) traditionally distributes dates donated by Arab countries to all Muslim communities.

“Iftar” is the Arabic term for the meal that breaks the fast at sun down. Here in the Philippines, we also call it “bukah.” The iftar meal is a joyous occasion, where family and friends gather to break bread. In Sulu, we would have roasted fish, “pyutuh” or “syanglag” (rice-substitute made from dried and grated cassava), “tyulah itum” (spicy beef soup flavored by a unique mix of spices), and all of our sweets such as “ja,” “pitis patani,” “byakih,” and so many more! (Thus, our contribution to the slogans of the Department of Tourism: “Break fast — Eid’s more fun in the Philippines!”)

At the end of Ramadan, Muslims all over the world rejoice and celebrate Eid’l Fitr. Eid’l Fitr literally means the Feast of Breaking the Fast. It marks the end of Ramadan. Muslims celebrate only two important holidays: Eidl Fitr and Eid’l Adha (Feast of Sacrifice), which is celebrated during the pilgrimage. The Eid’l Fitr Festival is considered as the grandest among Muslim festivals — a time for wearing new clothes, decorating houses with lanterns and lights, sharing feasts with family and friends, gift-giving. Children, who receive gifts when they visit their elders, especially enjoy Eid’l Fitr. Dressed in new clothes, children go visiting and are normally given money by family members, which they spend on sweets and toys on Eid.

Like the celebration of Christmas, with gift giving as a major activity, there are sales galore everywhere in the Islamic World. In the Middle East, even the gold souks go on sale!

Non-Muslim countries like Singapore and Thailand have been promoting Eid’l Fitr as a tourism activity. Singapore and Thailand have become increasingly popular destinations for Middle Eastern tourists. Taking advantage of Eid’l Fitr, these countries conduct various promotional activities attracting more tourists and boosting revenues. Singapore even has an exquisite Arab Street, which serves delicious halal restaurants for rich Muslim tourists! The Philippines has little hole-in-the-wall “carinderia” types in Quiapo. Unfortunately, who would go to the Golden Mosque area in Quiapo, except local Muslims?

We met with Tourism Secretary Ramon Jimenez, Jr. months ago to discuss the mounting of the Eid’l Fitr Festival as a vehicle to encourage Muslim tourists to come to the Philippines. A true marketing man, Secretary Jimenez had wonderful ideas. He recognized that there could be no effective marketing strategy without substance. Why would Muslim tourists come to Manila when there are no activities for them to enjoy? When they can’t even find halal food?!

Despite the fact that tourism plays an important role in the Philippine economy, celebrating the Eid’l Fitr has not been utilized as a revenue generating or tourism activity. Secretary Jimenez fully recognizes the income generating and tourism potentials of the Eid. In our conversation, he spoke of connecting the festival to village level industries — production of produce for hotels and restaurants, local delicacies that can be marketed, souvenir items — which makes tourism a vehicle for income-generation at the local level. The Philippines should be moving forward to develop the economic potentials of Eid’l Fitr just like its neighboring Southeast Asian countries.

This year, Secretary Jimenez is treating the Eid’l Fitr as a special project. We hope to make it even bigger, next year! This year, the Festival in NCR is organized by MKFI, PCID, the National Commission on Muslim Filipinos (NCMF), the Department of Tourism, and the Metropolitan Manila Development Authority.

This year, we will start the festivities with an Eid’l Fitr Art Exhibit at the Podium (2nd Floor) from August 2-8. We will feature National Artist Abdulmari Imao and his talented and award winning sons Toym and Sajid, Rameer Tawasil of Zamboanga City, Jamila Tamano (daughter of the late Senator Mamintal Tamano), Kublai Millan of Davao City, as well as the Muslim-inspired works of Dominic Rubio, Jovan Benito and Aljo Pingol. Jack Teotico of Galerie Joaquin is the impresario, an art lover who has supported the show-casing of Muslim artists and art for over a decade now.

On August 9 to 11, mall goers will have the rare opportunity to get a glimpse of Bangsamoro life during the forthcoming Eid’l Fitr Festival at the Block, SM North Edsa in Quezon City. During the three-day festivities, the Atrium of the Block will be transformed into a Muslim cultural village with exhibits and performances, bringing mall goers closer to the rich cultural heritage of Muslims in the Philippines.

We thank SM for supporting the festival these past three years. I understand from SM Marketing Maven Millie Dizon that Ms. Tessie Coson was completely impressed by the marketing potential of Eid, during her visit last year to Dubai.

Do come and enjoy the Eid’l Fitr Art Exhibit at the Podium! You might just manage to take home a piece of beauty of the Bangsamoro.

Ramadan and Eid"l Fitr