The new year kicks off on a festive note as Kultura Filipino ushers in 2026 with a refreshed edition of its signature event, Kultura Crawl. This time, it’s inspired by the spirit of a Filipino fiesta. Happening until Jan.  25 at the Main Atrium in SM Mall of Asia, Pasay, the five-day experience transforms pasalubong shopping into a fun exploration of Filipino food, culture, and creativity.

Designed like a pub crawl, Kultura Crawl invites guests to sample local delicacies, join interactive activities, and discover unique Filipino crafts. From homegrown food brands and travel-friendly souvenirs to vibrant fashion and nostalgic treats, the event brings together the many flavors of Filipino culture in one venue.

“Fiesta felt like the most natural theme for Kultura Crawl this month because it reflects who we are as Filipinos—joyful, communal, and celebratory. A Filipino fiesta isn’t just about food or music; it’s about people coming together, sharing stories, and feeling at home. That’s exactly the experience we wanted to bring into the mall,” shares Felicia Trinidad, Kultura Filipino consultant.

Plotting the event during the first month of the year is equally intentional, with many balikbayans still in the country or preparing for their return abroad. “January is a meaningful time for us because it’s when many balikbayans are still in the country or preparing to head back abroad. It’s also a time when people are looking for gifts, pasalubong, and items that remind them of home. Kultura Crawl in January allows us to connect emotionally with both locals and travelers through Filipino-made products,” explains Sheila Tan, head of operations.

Throughout the five-day event, daily activities keep the experience dynamic and engaging. Guests can enjoy tastings of Filipino snacks and beverages from various local brands and partner micro, small, and medium Enterprises (MSMEs), including bean-to-bar chocolates, internationally awarded liquor, and treats made with classic ingredients such as ube and Philippine mangoes.

Customers who meet the minimum purchase requirements can enjoy Filipino snack favorites such as sorbetes and taho. Those feeling playful can relive childhood memories through Fiesta Pabitin, while others can stop by personalization stations to customize travel essentials and accessories for more meaningful gifts.

What sets this edition apart is its emphasis on experience. According to the Kultura team, the goal was to make the Crawl feel less like a market and more like a celebration you move through.

“Kultura Crawl Fiesta is more immersive and experience-led. Beyond shopping, we’ve added festival dance performances, interactive activities, personalization stations, and collaborations such as Airspeed's Ship-It-Home Station for easy local and international shipping. It’s designed to feel less like a market and more like a Filipino celebration you can walk through,” said Dian Dela Cruz, senior marketing manager.

Shoppers are also invited to take part in the Destination Wall, where they can pin where they are from and where their pasalubong is headed. It becomes a visual reminder of the many journeys connected by Filipino products, stories, and traditions.

For those planning a visit, Sheila offers practical advice. “We recommend coming early, wearing comfortable shoes, and taking your time exploring. Look out for bundle deals and pasalubong-ready sets, and don’t hesitate to talk to the brands—they often share the best stories and recommendations.”