North America’s Largest Filipino Grocery Chain Unveils Kultura Food Lab and New Community Marketplace in Los Angeles

LOS ANGELES, CA — Seafood City Supermarket, the largest Filipino grocery chain in North America, has introduced an entirely new reason to visit Eagle Rock Plaza.

Last Saturday, June 20, Seafood City officially launched Kultura Food Lab, a bold new dining concept that reimagines Filipino comfort food and street food into creative, crave worthy dishes made for today’s generation of food lovers. Joining it is Yelo Yelo, a colorful dessert and beverage concept inspired by the Philippines’ most beloved sweet treats and refreshing drinks.

(Yelo-Yelo in Eagle Rock Plaza. Photographed by Julian Guia)

The debut coincided with the launch of Baryo Marketplace, a new monthly pop up market created in partnership with Baryo, transforming Seafood City Eagle Rock into a vibrant destination where food, local businesses, music, shopping, and community come together.

Rather than simply introducing another food stall, Seafood City and Baryo Ent. has created an experience that celebrates Filipino creativity from every angle, giving customers new flavors to discover while providing local entrepreneurs and artists with a platform to grow.

Photographed by Julian Guia

“Kultura Food Lab represents the next chapter of Filipino food,” said Patricia Francisco, Director of Digital Marketing & Events at Seafood City. “We wanted to create something that feels familiar to people who grew up with these flavors while also making Filipino food approachable and exciting for anyone discovering it for the first time. At the same time, Baryo Marketplace reflects our commitment to supporting local businesses and creating meaningful spaces where our community can gather.”

At Kultura Food Lab, traditional Filipino favorites take on bold new forms. Soft pandesal sliders become gourmet street buns layered with signature sauces. Filipino classics are wrapped into oversized burritos. Crispy fries, lumpia, chicken skin, and chicharon are transformed into indulgent loaded creations packed with texture and flavor. Sizzling comfort plates arrive fresh from the kitchen while colorful drinks and desserts from Yelo Yelo offer a refreshing finish.

Guests can conveniently order everything through Seafood City’s newly introduced self ordering kiosks, making it easy to browse the menu, customize meals, and explore something new every visit.

Beyond the food, the launch marked the beginning of Baryo Marketplace, a monthly community market that will activate Eagle Rock Plaza throughout the summer and beyond. For its inaugural event, Baryo partnered with creative collective Sari Sari to curate more than twenty local vendors representing Filipino owned brands across apparel, art, home goods, lifestyle products, and handcrafted gifts.

Participating businesses included Apat Golfpino, Art of Ara, Avadore Studios, Bahala Na, Bara Mu, Chained by Joy, Family by Coen Clemente, Hometings, Hot Tropiks, Hulma, I Heart Pinays, Mayumi Goods, Mayumi Ko, MGN Studios, Mindful Cements, Nicas Necessities, Orabaro, Palengke, Para Sayo, Seren Botanicals, Str33t Records, and The Letics.

Throughout the day, the plaza came alive with music from DJs Midi Riperton, Jon Antonio, and Angboo, while customers joined spontaneous line dancing to Filipino favorites including Budots and Otso Otso, creating an atmosphere that felt more like a neighborhood festival than a typical shopping trip.

Another crowd favorite was the debut of exclusive Seafood City merchandise, highlighted by limited edition Seafood City x Baryo jerseys that customers were able to personalize with their own names, creating one of the day’s most sought after keepsakes.

Seafood City plans to continue hosting Baryo Marketplace every third Saturday of the month, giving local entrepreneurs a consistent platform to connect with thousands of visitors while offering customers something new to discover with every visit.

Councilmember Ysabel Jurado of Los Angeles City Council District 14 presented Certificates of Recognition to Seafood City and Baryo in recognition of their partnership in bringing Filipino culture, local entrepreneurship, and community engagement to Eagle Rock Plaza through the launch of Baryo Marketplace.

Pictured left to right: Jennifer Taylor, Co Founder of Baryo; Patricia Mariano Francisco, Director of Digital Marketing & Events, Seafood City; Councilmember Ysabel Jurado; Elewin Rebaya, Group COO, Seafood City; and Monika Cagalingan, Business Director, SFC+ App.

“Kultura Food Lab, Yelo Yelo, and Baryo Marketplace all share one purpose,” Francisco added. “We want Seafood City to be more than a grocery store. We want it to be a place
where people discover incredible food, support local businesses, celebrate culture, and spend time together.”

Kultura Food Lab, Yelo Yelo, and Baryo Marketplace are now open at Seafood City Eagle Rock Plaza, with additional Kultura Food Lab locations planned for the future.

For event schedules and updates on upcoming Baryo Marketplace dates, visit Seafood City’s social media channels.

Facebook: Seafood City Supermarket
Instagram: @seafoodcitysupermarket