Filipino actress Kim Chiu's image covered in Davao bakery amid political controversy

Promotional materials featuring Filipino actress and television host Kim Chiu were found with her image obscured at a Julie's Bakeshop branch in Indangan, Davao City. This incident occurred after Chiu's televised remark on the noontime show "It's Showtime" was misinterpreted by some as a political statement.

On March 12, during the "Tawag ng Tanghalan: All-Star Grand Resbak 2025" segment, Chiu said in her opening spiel: "At para naman sa mga feeling nila ay hindi pa dumarating ang tamang panahon para sa kanila, ang masasabi namin, 'Dasurv!'" ("And for those who feel that the right time has not yet come for them, what we can say is, 'Deserve!'")

While the audience responded with laughter, a netizen accused Chiu of referencing former President Rodrigo Duterte, linking her statement to the International Criminal Court's (ICC) arrest order against him. The netizen claimed Chiu implied Duterte "deserved" to be jailed and questioned how she could say such a thing despite his millions of supporters.

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In response, Chiu denied the allegation and expressed her frustration on social media, stating she was merely reading a script and had no intention of making any political commentary.

Subsequently, images circulated online showing Chiu's face covered on Julie's Bakeshop promotional tarpaulins in Davao City. The bakery chain, recognising the potential implications of this action, reached out to Chiu with a handwritten letter, flowers, and baked goods.

The letter, posted on Chiu's Instagram story and screen captured by Philstar-owned digital news website Interaksyon, expressed support for Chiu and clarified that the company did not condone the incident in Mindanao, assuring her that necessary steps had been taken to address the matter.

Chiu shared her appreciation for the bakery's gesture on social media, expressing gratitude and promoting positivity among her 12.8 million Instagram followers.

Julie's Bakeshop, established in 1981 in Cebu City by Julie Gandionco, has grown into a well-loved bakery chain across the Philippines. The company has yet to release an official public statement regarding the incident.

This incident highlights the challenges public figures face in an era where statements can be rapidly disseminated and misinterpreted, as well as the importance of prompt corporate communication in addressing such issues.

Duterte is the first former Asian head of state charged by the ICC, accused of crimes against humanity over his deadly "war on drugs" from 2016 to 2022. The Philippine Senate is probing his arrest, while Vice President Sara Duterte is exploring ways to bring her father back home.

MARKETING-INTERACTIVE has reached out to Chiu for more information.

Chiu is not the only public figure facing such scrutiny. On March 12, socialite Jinkee Pacquiao posted a photo of a coffee cup, which some Duterte supporters perceived as a subtle jab at the former president, who had just arrived in The Hague to face the ICC. However, Pacquiao is known for sharing random, often captionless posts, leaving room for speculation.

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