(SUGAR) RUSH HOUR

Finally, I tasted a popular halo-halo brand and wondered what the hype’s all about.

- RICARDO T. PAMINTUAN

After all, how can one halo-halo differ from another? We know what’s in every glass or bowl—a colorful assembly of ingredients, finely shaved ice, and evaporated or coconut milk—but choose to ignore what makes it addictive: sugar.

Despite studies finding that sugar neither affects mood nor induces hyperactivity in children, I believe few things evoke comfort, nostalgia, or delight as immediately as something sweet. From Choc-Nut and Bazooka gum to giant Kisses and Ferrero Rocher in heart-shaped boxes, the saccharine side of life has long symbolized joy, love, and celebration.

But like Anakin Skywalker, every sugary bite has a dark side lurking within that may pose health risks, like diabetes and obesity. Yet—perfect health be damned—more and more people across generations continue to cultivate a bond with sweets.

We have even given the word “sweet” such positive meanings: endearment (sweetheart), mood (That’s so sweet of you!), flavor (alongside salty, sour, bitter, and umami), or seal of approval (Sweet!).

More than anything, we’ve equated sweets with love; just look at Valentine’s Day, where tons of candies and chocolates are devoured, in the US alone. In Korea and Japan—where women give chocolates to men, and then wait a month for White Day, when (ideally) they receive reciprocal sweet gestures—romance may be the motivation, but, just like in the West, the big winner is the confectionery industry.

And because of this connection with love, “sweet” has burrowed into pop culture.

Hollywood has churned out more movies that use “sweet” in their title than I can count, including Sweet Dreams, The Sweetest Thing, and How Sweet It Is!

There’s the