Three Years Under RA 11904 and the Rise of Culture Shack Creative Hub

It has been three years since our team was tasked to handle programs under RA 11904, or the Philippine Creative Industries Development Act. At first, we were overwhelmed because this was a relatively new project. We would be tapping new industries, as nine domains are represented under this law. Our team was used to assisting MSMEs under the design domain—furniture, footwear, and accessories—and under the traditional cultural expressions domain, mainly in the culinary and food sector.

Although we were overwhelmed, our team felt excited to carry out this program. Luckily, our team was composed of creatives as well.

In the last three years, we were able to meet many creatives through our multi-stakeholder activities and community-building programs. In 2023, we conducted the Creative Industries of Region 3 Community Assembly 2023 (CIRCA 2023), where we gathered representatives from the nine domains in Central Luzon. We also held the Influencers and Content Creators (ICC) Summit, tapping vloggers from the Audiovisual Domain. We engaged the Performing Arts Domain through the So Heto na Nga Spoken Word Poetry event. Lastly, we organized the Nang, Nanangnang nang Nang brunch to jumpstart Kapampangan creative programs and to gain the commitment of local artists to support DTI initiatives.

In 2024, we continued these efforts, focusing on creative towns. We launched Mabalacat City as a creative town through the Lunsod Lunsad Program. We also conducted research on creative placemaking strategies in Sasmuan to create a model of placemaking for the municipalities in Pampanga.

The year 2025 was quite challenging because we had to integrate the creative industries under the Negosyo Center and OTOP Programs. However, through our previous efforts and the network we established over the last two years, the private sector and LGUs are now partnering with us.

One of the major partnerships established this year was with Culture Shack, a newly established creative hub located at Sandra Mall, Angeles City. If you are from Angeles City, this mall was an icon during its prime. Unfortunately, for years now, most of the stalls have been empty. So the owner and a few creative groups converted several spaces into a creative hub

Photographed by Istilo Graphy

Our team met the owners and organizers during the aforementioned 2023 brunch in Sta. Rita. They reached out to us a few months ago and presented their vision for the hub. First, they want to create a community of artists, and the Shack will serve as their tambayan to collaborate and share ideas. Second, it will be a place to sell their creations. Finally, it will serve as a venue for workshops and training sessions. On our end, this is a perfect program as it aligns with the goals of the PCIDA.

Initially, we helped them create promotional materials through a vlog (you may find the vlog here). The vlog featured all facets of the hub, as well as its visual artists, musicians, chefs, and others.

Through the Negosyo Center’s Magaral Tamu Program, we also conducted a watercolor workshop at the Shack last July 19, 2025 with 15 participants. The workshop was facilitated by Mr. Ronnie Tayag, a renowned Kapampangan visual artist and one of the minds behind the Shack.

On August 31, 2025, the Shack initiated Bonsai and Beyond, a bonsai exhibit curated by Master Bonsai Artist Abel “Bong” de Luna. During the event, various MSMEs joined the selling fair.

Last September 17, 2025, our team conducted a Business Name and BMBE appreciation session for artists, as well as an entrepreneurship seminar through our Magumpisa: Business Opportunities Seminar. DTI programs and services were also discussed during the event.

Since September is Creative Industries Month, the Shack hosted Story Behind the Art, where artists were invited to discuss their creative processes. This was held every Sunday of September. Some of the local artists include Mr. Lucio Sison (Kulitan Calligrapher), Doc Vitt Pantig (sculptor), Mr. John Romeo Venturero (Children’s Book Author) and Dee Lao (performance artist)

Photographed by Istilo Graphy

The Shack is just starting, and much more is expected in the future, alongside ongoing partnerships with DTI. We hope that this hub will build a solid community of artists and generate jobs and opportunities for the Kapampangan creatives. 

Call to Action: 

1. Visit and follow the the whereabouts of the shack. Here's the FB link.

2. Visit the actual hub at Sandra Mall, Angeles City.