C.O.D. Christmas Show

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The famous COD Christmas show in Avenida. Photo collection of Dennis Villegas

C.O.D. Christmas Show was a fascinating moving mannequin play performed at the facades of the C.O.D. department stores in Avenida and Cubao. In the 1960s, the main show was held in C.O.D. Avenida but was transferred to C.O.D. Cubao in the 1970s. The show lasted from the early days of December up to January 6 or the Feast of Three Kings.

C.O.D. is an acronym for Christmas on Display. The show attracted huge number of viewers since it could be viewed free and even from a distance. The show usually starts at seven o'clock in the evening. By that time, people would begin to gather in front of the C.O.D. facade in anticipation.


The Christmas show was first staged in 1957 at the C.O.D.'s previous location in Avenida Rizal, Manila. It was a brainchild of Alex Rosario, owner of C.O.D., together with Berting Aguirre and Vivencio Dioneda. They hired a special technical crew and players to operate the moving mannequins and present a story related to Filipino Christmas. The mannequins were made of wood and papier-mache.

With the closure of C.O.D. in Avenida Rizal during the 1980s, the show was transferred to C.O.D. Cubao. In 2004, C.O.D. Cubao also ceased to exist. The building is now rented from the Rosarios' by Puregold Grocery. The tradition of the Christmas display show was also discontinued, and now only remains a happy memory of past Christmases for those who witnessed it.

Keeping up the tradition

This year, however, Greenhills Shopping Center adopted the idea of having a Christmas mannequin show in front of their shopping center. The GSC management now continues the tradition started years ago by C.O.D.



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