In a remarkable journey of passion and dedication, a local artist in Occidental Mindoro has been making waves with his artwork. Meet Ruben “Nonoy” Casuncad of Ligad Arts and Crafts, a talented sculptor and painter whose work draws inspiration from the rich and diverse cultural heritage of the Mangyan, an ethnic group native in Mindoro.
At an early age, Nonoy displayed an innate talent for painting and sculpting, showcasing creativity that drew admiration from family and friends. As he grew older, his passion intensified and dreamt of making a mark in the art world.
His interest in Mangyan culture began in 1996, when he was assigned to work in a Mangyan village while working as a Community Organizer at the Apostolic Vicariate of San Jose Livelihood Movement, Inc. Mr. Casuncad was deeply moved by their unique customs, folklore and mesmerizing landscapes that surrounded them. Captivated by the essence of their culture, the artist found inspiration in their rituals, traditions and the spiritual connection they share with nature.
Motivated to share his appreciation for Mangyan culture through his artwork, the artist set out on a creative journey to create an enchanting collection of Mangyan-inspired art works such as oil paintings and hand-carved wooden sculptures. Each piece captures the vibrant essence of their traditions, evoking emotions and memories that are unique to the indigenous group. In 1997, he opened his own shop called LIGAD, which stands for “Likhang Isinalalarawan sa Guni-guni at Damdamin.”
One of the defining features of Ligad is its commitment to environmental sustainability. Emphasizing the use of driftwood, a natural and eco-friendly medium, he highlights the need to preserve the environment while creating masterpieces that resonate with nature-loving art enthusiasts.
Initially, Mr. Casuncad pursued his artistic endeavors alongside his regular job, which provided him with a stable income but left him with little time to dedicate to his craft. The following year, fueled by his unwavering passion and desire to share his talent with the world, he made the brave decision to become a full-time artist and focused on his art shop. This marked a significant turning point in his life, where he took a leap of faith and embraced the uncertainty that came with pursuing his dreams.
This decision was not without challenges as he faced financial constraints and uncertainty about sustaining his family solely through art. Recognizing the artist’s potential, DTI played a pivotal role in empowering him through its series of Trade Fairs. In December 1998, he joined his first Agbiliwa Provincial Trade Fair which served as the artist’s first steppingstone, allowing him to gain local recognition and appreciation for his distinctive creations. This initial exposure paved the way for further opportunities as he progressed to participate in Regional Trade Fairs, where his art found admiration from visitors and buyers beyond his home province.
With the help of DTI, Mr. Casuncad honed his skills in product development, striking a perfect balance between maintaining the authenticity of Mangyan art and adapting it to contemporary tastes. He experimented with various materials and techniques, creating a diverse array of wooden sculptures and paintings that resonated with art enthusiasts both locally and internationally.
As the artist’s talent continued to blossom, he earned the prestigious honor of being invited to showcase his art at the National Trade Fair, an event that attracts art enthusiasts, collectors, and entrepreneurs from all corners of the country. This remarkable platform not only elevated the artist’s reputation but also broadened his reach, allowing him to connect with a national audience and secure valuable contacts in the art industry. The support and encouragement provided by DTI through these Trade Fairs were instrumental in catalyzing the artist’s entrepreneurial journey. By offering him a stage to display his authentic art, DTI not only promoted local talent but also bolstered cultural appreciation for the Mangyan community’s rich traditions.
Furthermore, the National Trade Fair opened doors for potential collaborations and partnerships, facilitating the artist’s expansion into new markets and artistic ventures. The exposure garnered from these trade events culminated in heightened sales and increased demand for his artwork, turning his passion into a viable and sustainable livelihood.
Mr. Casuncad’s entrepreneurial spirit was further nurtured by the Kapatid Mentor Me Program, another pillar of DTI support. Under the mentorship of experienced business leaders and entrepreneurs, he honed his business acumen, learning essential skills in marketing, financial management and strategic planning.
“KMME helped me better understand my target audience and tailor my artistic expression to meet their preferences and interests. I used to concentrate on wood-carved products such as trophies, plaques and other small souvenir items. “After learning about brand positioning in one of the KMME modules, I shifted my focus to artisanal paintings and wooden sculptures,” he exclaimed as he shared his insights from the 10-module mentorship program.
Moreover, KMME program guided him in setting competitive prices for his creations. “Through KMME, I gained confidence in communicating the worth of my art pieces, aligning the price with their artistic and cultural significance,” he added.
As technology became an integral part of the business landscape, DTI also introduced Mr. Casuncad to the world of e-commerce. They helped him set up an online store, enabling him to reach a global audience and sell his paintings and sculptures beyond the confines of his hometown. In the midst of the pandemic, e-commerce opened up new possibilities for Mr. Casuncad, allowing him to expand his artistic horizons and bring the essence of Mangyan culture to art lovers around the world.
What truly sets him apart is his unwavering commitment to creating an inclusive artistic space. With the belief that art knows no boundaries, he ventured into teaching young artists and nurturing their talents. In fact, he was a founding member of the Gintong Tamaraw Artist Association in San Jose, which aims to promote local art and cultural heritage while also developing young artists. His workshops and classes not only promote artistic skills but also encourage self-expression, fostering creativity and confidence in the youth. Furthermore, he hopes to mentor children with special needs. His vision is to use art as a form of therapy, allowing children to express and process their emotions in unique and creative ways.
Through his determination, creativity, and DTI’s unwavering support, Mr. Casuncad has not only achieved personal success but has also become a symbol of empowerment for fellow artists and entrepreneurs alike. His ability to seamlessly blend culture, sustainability, and entrepreneurship has made him an extraordinary ambassador for both the Mangyan community and the thriving art scene.
Looking forward to the future, Mr. Casuncad’s goals include setting up his own art gallery, where he aims to showcase not only his own creations but also the artistry of fellow local artists and the beauty of Mangyan culture.
