Metrobank docuseries explores how ‘hiya’ shapes money habits

Metrobank has released the third episode of its Moneygurado docuseries, examining how the Filipino value of hiya influences the way people talk about, manage and make decisions about money.

Titled "The Price of Hiya: Why Filipinos Fear Talking About Money," the episode explores how cultural values can affect financial behavior and encourages viewers to develop healthier money habits by fostering more open conversations about personal finances. The documentary features historian professor Xiao Chua, who traces the historical roots of hiya as a value associated with dignity, honor and respect rather than simply shame.

“Financial decisions are shaped not only by income but also by the values, experiences and beliefs we carry with us,” said Metrobank chief marketing officer Digs Dimagiba.

“Through Moneygurado, we hope to encourage more open conversations about money by helping Filipinos recognize the longstanding values and norms that shape their everyday financial choices. Greater awareness is often the first step toward making more intentional financial decisions,” he added.

The episode highlights how hiya may discourage people from discussing debt, negotiating financial arrangements, or seeking financial guidance despite good intentions rooted in respect and consideration for others. It argues that reframing these conversations can help individuals build confidence, strengthen family relationships, and make more informed financial decisions.

Launched earlier this year, Moneygurado uses real-life stories and cultural experiences to explain financial concepts. Previous episodes tackled resilience and borrowing, while the latest installment focuses on how cultural beliefs influence financial behavior and the importance of breaking the silence around money.