Recent findings from the World Bank and UNESCO’s Learning Poverty indicator have highlighted a significant educational challenge in the Philippines. According to the report, approximately 90–91% of 10-year-old children in the Philippines may struggle to read and understand an age-appropriate text. While the causes are complex and influenced by educational access, language barriers, and pandemic-related learning disruptions, the data has also sparked broader conversations about literacy, identity, and culturally relevant learning.
For many Filipino families raising children overseas, this concern extends beyond reading proficiency alone. Parents and caregivers are also asking how children can remain connected to Filipino culture, language, and traditions while growing up in multicultural environments.
One emerging approach comes from Kumusta Pusa™, a Filipino-centered children’s brand focused on literacy, storytelling, and cultural representation. Founded within the Filipino diaspora community, the brand uses stories, bilingual vocabulary, and family-centered discussion prompts to encourage both reading engagement and cultural connection.
