🇵🇭 Why the Philippines Might Quietly Become Asia's Next Golf Capital

Good morning,

Sometimes life gets busy, and last week was one of those times. Thank you for your understanding, I'm excited to be back this week. Not that any of you noticed. 😅

For decades, golf has been perceived in many parts of Asia as an exclusive, often inaccessible sport, reserved for a select few. However, a quiet revolution is underway in the Philippines, looking to redefine the region's golf landscape. This week I look into why this vibrant country, often overlooked in global golf discussions, might just be on the cusp of becoming Asia's next major golf capital. From an expanding interest among a younger generation to world-class courses and an inherent cultural aptitude for the game, the Philippines presents a compelling case for its rise in the golfing world and it seems the proof is in the pudding. I explore the factors contributing to this exciting shift, the unique advantages the country possesses, and what lies ahead for Filipino golf.

In Today’s Email

• 🏌🏻 It’s a lifestyle

• 🌏 Asia’s golf shift

• 🔔 Filipino talent on the rise

• 🤷🏻 What’s missing?

This Week in Golf 

Still can’t get over Tommy Fleetwood’s near miss 2 weeks ago. I know a win is coming from him soon in the future. This past week however there have been some young, old and first time winners.

• 20-Year-Old South African drains clutch putt to become Tour's Youngest Winner

• Padraig Harrington Fights off Maltbie and wins Second U.S. Senior Open

• First Liv win for Patrick Reed and first pro win in Texas

 Our Fairway Feature: Alyn Golf

ALYN Golf is a bold, women-focused golf apparel and lifestyle brand founded by former professional golfer and cultural trailblazer Tisha Alyn. The brand was created to address the lack of representation and functionality in women’s golfwear, offering stylish, performance-driven pieces designed specifically for women—not adapted from menswear.

Check them out here: 👉 Alyn Golf

🇵🇭 Golf’s Quiet Ascent in the Philippines

I can't stop noticing this golf revolution happening in the Philippines right now. This shift keeps unfolding right before our eyes. Golf has transformed from a rich person's game into this Gen Z quiet obsession, spreading steadily while everyone looks elsewhere.

The stats tell such a clear story. Filipino golfers average 26 to 35 years old now. Those 80-plus courses built before the 2000s boom stand ready for discovery. Tourism jumped 36% post-pandemic - serious money flowing into the game.

Young people find golf through completely different channels now. YouTube tutorials replace expensive lessons. Affordable Decathlon gear substitutes for fancy pro shop equipment. Simulator spots keep popping up everywhere.

World Class Golf Courses

The Philippines is home to a collection of golf courses that, yet they don’t have flashy marketing like Thai or Chinese destinations, they deliver equal quality in comparison to counterparts like Black Mountain in Thailand or Mission Hills in China, offer unique tropical and elevation blends that rival the best in Asia. These courses provide diverse challenges and stunning natural beauty, making them a hidden gem for golf enthusiasts. Among the standout courses are:

• Anvaya Cove (Bataan): A coastal layout renowned as one of Asia's most scenic seaside courses, offering breathtaking views and a challenging game.
  

• Tagaytay Midlands: Situated in an elevated terrain, this course benefits from a unique weather advantage and features a links-style difficulty that tests even the most seasoned golfers.
  

• Southwoods (Laguna): Designed by the legendary Jack Nicklaus, this course regularly hosts major Asian tournaments, a testament to its championship quality.
  

• Liloan Golf (Cebu): An up-and-coming modern links course currently under development, promising to add another world-class destination to the Philippine golf scene.
  

• Clark Freeport Zone Courses, (Mimosa Golf Course and Clark Sun Valley Golf & Country Club : With their flat terrain and robust infrastructure, these courses have the potential to become a future hub for golf in the region.

These courses, with their distinct characteristics and strategic designs, underscore the Philippines' capacity to offer a premium golf experience that can compete on a global scale.

Golf as a lifestyle not a sport

One major shift is the perception of golf is rapidly evolving from a mere sport to a comprehensive lifestyle choice in the Philippines.

• Rise in Golf Fashion Crossover: New brands are increasingly targeting youth with golf-inspired fashion, blurring the lines between athletic wear and everyday style. This trend makes golf more appealing and relatable to a younger demographic.
  

• Mini Ranges Popping Up in Urban Malls: The emergence of compact golf ranges within bustling urban malls signifies a move towards greater accessibility and integration of golf into daily life. These convenient locations allow individuals to practice and enjoy golf without the need for a full-sized course.
  

• 'Golfcore' and TikTok Influencers: The rise of 'Golfcore' as a fashion and lifestyle aesthetic, championed by TikTok influencers, is further cementing golf's place in popular culture. These influencers are bridging the gap between fashion and fitness, making golf seem aspirational and trendy e.g. Tisha Alyn (our fairway feature brand and model)
  

• Increase in Women Entering Recreational Golf: A significant indicator of golf's expanding appeal is the notable increase in women participating in recreational golf. Since 2022, there has been an 18% year-over-year increase in women entering recreational golf in the Philippines, highlighting the sport's growing inclusivity 

These developments collectively illustrate that golf is no longer confined to the greens, it's becoming an integral part of the Filipino lifestyle, which in turn is leading to a broader and more diverse community of enthusiasts.

The Real Opportunity: Asia’s Golf Shift

The global golf landscape is undergoing a significant shift, and Asia is at the forefront of this transformation. The Philippines is uniquely positioned to capitalize on this, offering a compelling alternative to established golf destinations.

• Local Events Building Stars: Events like LIV PH, Junior Golf circuits, and local Open Tours are crucial for nurturing talent and building future golf stars within the country. These platforms provide invaluable experience and exposure for aspiring Filipino golfers.
  

• Asia as the Second-Largest Golf Market: Asia has emerged as the second- largest golf market globally, trailing only the United States. This substantial market size presents immense opportunities for growth and investment in the region.
  

• Philippines' Unique Advantages: While countries like Japan, Thailand, and Korea have established elite golf pipelines, the Philippines possesses a distinct set of advantages: favorable weather conditions year-round, abundant land suitable for course development, and a vast global diaspora that can contribute to the sport's growth and tourism.
  

• Cost-Effectiveness of Golf Course Development: Developing golf courses in the Philippines is generally cheaper compared to building large stadiums, making it a more economically viable investment. Furthermore, golf courses inherently attract tourism and luxury real estate development, creating a synergistic economic benefit. 

This confluence of factors positions the Philippines not just as a participant in Asia's golf shift, but as a potential leader, ready to carve out its niche in the global golf market.

Filipino Talent on the Rise

The Philippines is not just building courses and attracting new players; it's also producing a new generation of talented golfers who are making their mark on the international stage. Notable Filipino talents include…

• Yuka Saso: Born in Bulacan, Philippines, Yuka Saso now represents Japan and is a major force in women's golf, having famously won the U.S. Women's Open championship twice. Her success serves as an inspiration and a benchmark for aspiring Filipino golfers.
  

• Frankie Miñoza is a legendary Filipino professional golfer, widely regarded as one of the most successful Filipino golfers in history. Born in 1959, he turned pro in 1983 and has won 34 professional tournaments, including 7 on the Japan Golf Tour and multiple titles on the Asian Tour and Asia Golf Circuit.
  

• Bianca Pagdanganan is one of the Philippines’ top female golfers, known for her dynamic playing style and success in both amateur and professional ranks. She has represented the Philippines in international competitions and has been a standout performer in collegiate golf in the United States

While the talent is undeniably present, the challenge lies in scaling the system to fully support up and coming athletes, ensuring they have the resources and opportunities to reach their full potential on the global stage.

What’s Missing: Media, Merch and Sponsorships?

Despite the promising growth and inherent advantages, the Philippines golf scene still faces significant hurdles that need to be addressed to truly solidify its position as a golf capital. These missing pieces primarily revolve around media exposure, merchandise accessibility, and robust mentorship programs:

• No National Training Pipeline like Korea or Japan: Unlike established golf nations such as Korea and Japan, the Philippines currently lacks a comprehensive national training pipeline. This absence hinders the systematic development of young talent from grassroots to elite professional levels

• Lack of Accessible Gear, Sponsorship, and School Partnerships: Aspiring golfers often face challenges in accessing affordable and quality golf gear.

• Sponsorship Opportunities: There's a noticeable scarcity of sponsorship opportunities and strong partnerships between golf organizations and educational institutions, which are vital for nurturing young talent and making the sport more accessible.

• PH Needs One Breakout Golf Icon to Lead the Charge: While there are talented Filipino golfers, the country is still awaiting a singular, breakout golf icon who can capture national attention and inspire a new generation, similar to how figure like Se Ri Pak transformed golf in Korea

However, it's not all challenges. The ingredients for success—content creation, charisma, and a strong community—are already brewing within the Philippines. These elements, if properly harnessed and supported by improved infrastructure in media, merchandise, and mentorship, can propel Filipino golf to unprecedented heights.

Conclusion

So there you have it, the Philippines stands at a pivotal moment in its golfing journey. The narrative that golf is an exclusive and slow sport is being rewritten by a dynamic and passionate Filipino community.

While the world continues to swing harder, the Philippines has the potential to play smarter. By leveraging it’s growing interest, developing its world-class courses, nurturing its rising talent, and addressing the gaps in media, merchandise, and mentorship, the Philippines can truly “hack golf.” If the culture continues to embrace the sport and champion the sport, it won’t be a surprise to see the Philippines emerge as a dominant force in Asian golf, proving that passion, natural ability, and strategic development can indeed redefine the global golfing landscape.

Salamat Po…

I hope you enjoyed this edition of The Caddie’s Playbook Please share the newsletter with at least one of your golfing buddies and maybe they too can experience what the Philippines has to offer.

The Caddie