Why is culture important in this day and age? When the world, as some say, is becoming more flat, when social media platforms make instant communication possible, when cities all over the globe resemble each other more and more, of what significance is it that the Philippines should project itself as having a distinct identity and culture—in other words, possess a brand that is as easily identifiable as the Japanese, the Brazilian or the Egyptian?This is the question that cultural diplomacy poses, and which is the challenge given to Filipino diplomats in the 21st century.