How can Filipino stories remain authentic while resonating with audiences around the world?

That question took center stage during the Philippine launch of Culturally Intelligent Storytelling for Southeast Asian Creators on 23 July at The Loft, Areté, Ateneo de Manila University, where media practitioners, educators and creative professionals gathered to discuss the future of Filipino storytelling in the global entertainment landscape.

Organized by the Rizal Library in cooperation with Areté, the event went beyond a traditional book launch, serving instead as a forum on how Filipino creators can bring culturally rooted stories to international audiences without sacrificing their identity.

The event stemmed from author Ned Legaspi's appointment as a part-time faculty member at Ateneo's Department of Communication, where he teaches Writing for Film. What began as a donation of book copies to the Rizal Library eventually evolved into a formal Philippine launch after library officials recognized the opportunity to promote discussions on culturally intelligent storytelling.

The Rizal Library also became the first library in the Philippines to receive copies of the book through Legaspi's donation initiative, which he hopes to expand to other educational institutions.

Instead of delivering a conventional lecture, Legaspi structured the program as a talk show-style discussion, with each panelist representing different stages in a story's journey — from the realities of the media industry to the personal and creative decisions that shape storytelling.

The first panel focused on the challenges and opportunities Filipino stories face in reaching international audiences.

Media executive Mark Nepomuceno discussed the importance of expanding into global markets, while director Ruel S. Bayani emphasized that stories travel best when they combine cultural specificity with universal emotional appeal. Writer-producer Ken de Leon also highlighted the growing importance of cultural intelligence as streaming platforms and international co-productions continue to reshape the entertainment industry.