Digital hearts, real stories: 'HOOK UP The Musical' returns

After a celebrated debut, Kadasig Entertainment Production proudly brings back "HOOK UP The Musical" for a special one-night-only engagement on June 13, 2026, at Sky Hall Seaside Cebu, featuring an even more dynamic and thought-provoking take on contemporary relationships.

Penned and helmed by acclaimed Cebuano playwright and songwriter Jude Gitamondoc, this original work dives deep into the intricacies of identity and love in the digital era. Infused with wit, emotion, and a modern pop soundtrack, the musical authentically reflects the lived experiences of the LGBTQIA+ community.

The cast of 'HOOK UP The Musical'

Returning to the stage are standout leads: Shim Dagatan and Paul Pablo alternating as #TimidTim, and Jan Echavarria with Grant Bacaltos portraying the enigmatic #IAmAnonymous.

With this restaging, Gitamondoc seeks to transform the production from a theatrical event into a catalyst for national dialogue.

Shim Dagatan

“It’s not merely about scaling up the show—it’s about connecting with those who need this message most,” Gitamondoc explained. “As digital connection becomes our norm, it’s essential to discuss the realities it brings. This conversation is more urgent than ever in our country.”

HOOK UP centers on Tim (a.k.a. #TimidTim), a young man immersed in the fast-paced world of the gay dating app "Hooked." His outlook is forever changed after matching with #IAmAnonymous, who discloses that he is living with HIV (PLHIV).

Paul Pablo

Beyond its central love story, the musical skillfully interlaces monologues and vignettes that highlight the many faces of digital dating. It boldly addresses topics such as safe sex, HIV stigma, and the distinct societal pressures confronting the queer community in the Philippines.

The June 13 event will offer three distinct performances to reach varied audiences:

• 1 p.m. – Exclusive Student Matinee
• 4:30 p.m. – Regular Show
• 8 p.m. – Gala Performance

Jan Echavarria

The production contains mature themes, sexual innuendo, strong language, and artistic portrayals of adult situations. Admission is strictly limited to those aged 16 and above.

Gitamondoc revealed that plans to stage the musical in Metro Manila are now being explored.

Grant Bacaltos

"We are presenting a 15-minute teaser for the Manila International Performing Arts Festival. We will be there in September. Our partners are watching the play in Cebu.

"Initially, we are staging the play in Cebu, but we want to bring the musical to other venues. This issue concerns the country, so it's a good opportunity to bring the musical everywhere," he said.

On the reception of the Cebu audience to the musical, the director said, "Maganda ang reception ng musical sa Cebu. In fact, Cebu has a more conservative audience, but they welcomed and enjoyed it."

He added, "But we are rewriting some parts of the musical because some of the language is Cebuano. So we will update the musical for the Manila audience."

Asked if the musical could be staged in Metro Manila this year, the director said, "We will see. I still cannot say."

Tickets are now available through Ticket2Me. For details and the latest updates, follow Kadasig Entertainment Production on social media.

HIV cases in PH

The Philippines has the fastest-growing number of HIV cases in the Asia-Pacific region. Every day this year, at least 57 Filipinos have been diagnosed with HIV, according to the World Health Organization (WHO).

The number of new HIV cases increased by 550 percent, rising from 4,400 in 2010 to 29,600 in 2024.  Around 252,800 Filipinos are estimated to be living with HIV in 2025.

In June 2021, UN Member States adopted the UNAIDS 95–95–95 targets for HIV by 2030: 95 percent of people with HIV know their status, 95 percent of those who know their status are on antiretroviral therapy (ART), and 95 percent on ART achieve viral suppression. 

Achieving the 95-95-95 targets will help reduce HIV transmission. However, the Philippines falls short of these targets. In March 2025, about 139,610 Filipinos (55 percent of the estimated total) have been diagnosed with HIV and are living with it, but only 92,712 of them (66 percent of those diagnosed) are on life-saving antiretroviral therapy. 

Of those receiving ART, only 41,786 have been tested for HIV viral load to check treatment effectiveness, and 36,630 (40 percent of those on treatment) have the viral load under control.

In the first quarter of 2025, it is especially worrisome that a third of newly diagnosed HIV cases are among young Filipinos aged 15 to 24 years. These young people will need to be on treatment for life.

“The numbers paint a stark picture that demands our immediate attention and coordinated action across all levels of government and society,” said Dr. Louie Ocampo, Country Director, UNAIDS. “We cannot afford to treat HIV as a health sector issue alone. It requires a whole-of-government, whole-of-society response.”