There is this unique sense of pride and joy that I feel every time I see Filipino food featured on social media. I would be looking at my YouTube feed and I would see a string of videos showing foreigners trying, not just Filipino fast food, but also a diverse range of Filipino traditional dishes like adobo, sinigang, and kare-kare. Seeing our cuisine celebrated and enjoyed by diverse audiences highlights the rich cultural heritage behind Filipino culture and tradition. The rising popularity of Filipino food amidst global culinary trends feels like a collective cultural triumph—a recognition of a vibrant culture through its most delicious expressions.

Filipino food vloggers and creators have played a critical role in showcasing the depth and boldness of local flavors, bringing authenticity and creativity to the digital world. These online platforms not only make Filipino cuisine accessible worldwide but also strengthen the connection to Filipino identity and community, especially to Filipinos living in other countries. It is also important to note that social media has been a blessing to small local food stores. They can now reach a lot more people even without a big advertising budget.

But this is also part of the globalization of culture which has been going on for decades now. Filipinos have become part of a global food culture that fosters cultural exchange and appreciation. The world, thanks in large part to social media, is now celebrating and enjoying Filipino cuisine. Filipinos, on the other hand, have been embracing global cuisine. The rapid economic growth, improvements on communications technology, and globalization have brought a multitude of new international cuisines and dining concepts.

In the 70s there were a number of iconic food establishments that were the go-to restaurants of Filipino families on weekends, couples on a date, or friends just trying to have a good time. There were local fast-food chains Cindy’s and Tropical Hut, no-fuss, casual dining spots that were popular hangouts. There was also popular American fast-food chain A&W which made it to the Philippines in the 60s, and which popularized Root beer floats and hotdogs.

Other popular establishments included the iconic Aristocrat’s across Malate Church, Bonanza Restaurant, Little Quiapo, Di Mark’s Pizza, Sulo Restaurant, and, of course, the legendary Ma Mon Luk which started in the 1920s in Binondo before expanding with branches in Quiapo and Quezon Boulevard. These establishments were more than eateries; they were social institutions that reflected the Filipino character and the vibrant downtown culture.

Times have changed. Today’s diverse international cuisine landscape, rich and fast-evolving, symbolizes how far we have come in terms of embracing global food. Just a week ago we opened two new food establishments at Evia Lifestyle Mall. The first was La Lola, the homegrown churrería known for its Spanish-style churros. The second was Randy's Donuts, a well-known donut shop chain originally from Inglewood, California, famous for its giant rooftop donut. They join a slew of food establishments, not just in our malls but also all over the country offering Filipino food as well as cuisines from every corner of the world.

It is a symbol of our culinary maturity that we have wholeheartedly embraced cuisines from every corner of the world, reflecting our openness to cultural diversity. Beyond popular international fare like Japanese sushi, Korean barbecue, Italian pasta, and American burgers, we have developed a taste for more unique and diverse cuisines that were once considered niche or exotic. It is no longer strange to see food from the Middle East, Ethiopia, Peru, and even Nordic dishes featured in the menu of restaurants.

But it is heartening to see that some of the old restaurants still exist so they can be enjoyed by the younger generations and by us, who from time to time, yearns to relive those cherished moments from the past and the simplicity of days long gone but never forgotten.

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