BAGUIO CITY — Wherever he goes, he seems to earn not admiration but condemnation and backlash over alleged disrespectful and untoward behavior — all for the sake of drawing views.

A social media video posted on 23 February 2026 by vlogger Crist Briand has sparked significant backlash from residents of Sagada, Mountain Province. In the footage, Briand is seen holding a human skull at a burial site while referring to the remains as belonging to one of the “pagans” of the Hanging Coffins.

Although a voice in the background attempted to correct him, noting that the location was actually the Burial Cave, the video circulated widely before being deleted. Briand, who has over one million followers, now faces intense scrutiny over both his actions and his choice of language.

Local residents and former officials expressed outrage over the incident, pointing to clear signs at the site prohibiting visitors from touching the remains. Alma Louise B. Bagano publicly called on the local government to declare the vlogger persona non grata, questioning how a guide could have allowed such a violation.

Former National Commission on Indigenous Peoples official Michael Gambican Umaming, in a post, noted that physical barriers such as railings are installed at these sites specifically to prevent visitors from approaching or disturbing the ancestral coffins.

The controversy also stems from Briand’s use of the word “pagan” to describe the people of Sagada. Umaming clarified that the ancestors of Sagada were deeply spiritual and that their burial practices were later integrated into Christian traditions by early missionaries. He emphasized that the term used by Briand was dismissive and ignored the region’s complex history.

For the community, the incident underscores what they see as a lack of respect for indigenous values such as restraint and accountability, which are central to their cultural identity.

This is not the first time Briand has faced consequences for his social media content. In January 2026, the municipality of Bauang, La Union, declared him persona non grata after he posted a video mocking the town’s name. Local officials said that while they respect freedom of expression, they would not tolerate content that insults their community. The pattern of behavior has made many in Sagada wary of his presence and its potential impact on the reputation of their sacred sites.

Beyond his issues in Northern Luzon, Briand has also faced criticism over remarks targeting other cultural and religious groups. In late 2025, the National Commission on Muslim Filipinos issued a show-cause order against him over a joke involving halal pork. Although he later issued a public apology and said he would seek professional guidance, critics say his recent actions suggest a recurring failure to handle sensitive cultural topics with the necessary care and maturity.

As of writing, the Sagada local government has yet to release an official statement on possible legal action or sanctions. Under Philippine law, including the National Cultural Heritage Act and the Indigenous Peoples’ Rights Act, damaging or moving cultural materials without authority may result in heavy fines and long-term imprisonment. These laws are meant to protect burial grounds, which are classified as protected archaeological sites rather than mere tourist attractions.

For Sagada residents, the issue goes beyond punishing one individual. They say the handling of human remains for social media engagement crosses ethical boundaries and basic standards of human respect. The incident serves as a reminder that large online platforms carry a responsibility to honor the traditions and sensitivities of the communities being visited.