Every fourth Sunday of January, the City of Iloilo in the Philippines explodes with the vibrant Dinagyang Festival. Named after the Hiligaynon term for joy—dagyang—this celebration honors both the Holy Child Jesus and the Ati communities, which are said to be the first settlers of Panay Island, through lively performances, rituals, and community gatherings. This paper delves into the enigmatic chant “Hala Bira” (keep going or dispense all means), and its connection to the evolving portrayal of the Ati within the festival’s narratives. Utilizing oral ethnography and phenomenological approaches, the research explores narratives surrounding Ati’s presence and how it shapes Ilonggos’ identity. Analyzing historical and cultural contexts, contemporary interpretations, and the symbolic meanings associated with the Ati, the study investigates how these narratives influence identity formation and shared awareness among the Ilonggo people. It argues that the portrayal of the Ati people presents a complex dynamic. While some Ilonggo community members admire the (re)presentation, others express concerns about potential marginalization. The festival’s portrayal showcases multiple themes – foundation, faith, and future. A critical gap exists in understanding how the evolving material aspects – costumes, props, and performances – influence how the Ati are perceived by the community. Ultimately, this research aims to illuminate the Dinagyang Festival as a platform for cultural negotiation. Here, the Ilonggo community and the Ati people engage in a dynamic exchange that shapes their collective identity and cultural consciousness. This ongoing exchange, I argue, is central to understanding the festival’s significance.