Pampanga literature flourished early on, introduced through Spanish and native Filipino friars. Oral traditions like riddles, sayings, folksongs and folktales reflected the local culture and geography. Notable Kapampangan authors included President Diosdado Macapagal, playwright Jose M. Gallardo, poet Aurelio Tolentino, and journalist Juan Crisostomo Soto, considered the father of Pampanga literature. Riddles and sayings were especially popular forms of entertainment at social events in both rural and urban areas.