The Parañaque Integrated Terminal Exchange (PITX)’s Buwan ng Wika campaign has hit a sour note after netizens criticized its #LikhArt2025 contest, which asks artists to create original works showcasing the Filipino language’s relevance in modern times for a prize of just ₱1,000 Mang Inasal gift certificates.

Comments poured in almost immediately after PITX posted the mechanics, with many netizens branding the promo as “kuripot” and “nakakainsulto.”

“Para namang ibinababa nila ‘yung mga artist sa ganyang premyo,” one user said.

Another added: “Akala ko ba friendly terminal kayo, pero ang prize very unfriendly.”

Others mocked the contest by suggesting that the prize pool looked like it was “pinag-ambagan” or solicited. The hashtag “Mang Inasar” also trended in jest, underscoring the growing sentiment that PITX trivialized artists’ contributions.

Art groups and advocates argued that ₱1,000 gift certificates fail to match the economic and cultural value of art, especially during a celebration meant to honor Filipino identity.

The promo has since become a cautionary tale of how well-meaning campaigns can backfire when execution undermines respect for artists’ labor. For PITX, the backlash may tarnish its image as a “modern, people-friendly terminal,” exposing a gap between its branding and its treatment of local talent.