Seafood City Supermarket Creates Viral Pop-Up Events Celebrating Filipino Culture Across North America

A packed crowd fills Seafood City Eagle Rock Plaza during its Late Night Madness pop-up event, transforming the supermarket into a vibrant cultural gathering space that felt less like a grocery store and more like a Filipino town plaza.

Los Angeles, CA – December 15, 2025  What began as a simple street food launch inside Seafood City’s Daly City store — with DJ JP Breganza as the first DJ, helping establish the musical tone of Late Night Madness — has grown into one of the most heartfelt Filipino cultural movements in North America. Conceptualized, developed, and launched by Seafood City’s Marketing team, Late Night Madness is a signature after-hours pop-up series that transforms Seafood City stores into vibrant cultural gathering spaces for Filipinos of all ages.

From the outset, the series was intentionally designed to reflect the Filipino-American experience. Each event brought together Filipino food, music, and creative collaboration — highlighting local artists, partnering with homegrown brands such as Illa Manila, LA Popcxrn, Cukui, and Kalamansi Collective for location-specific merch drops, and working with organizations including Baryo Ent, Kultivation Festival, SF Kollective, Sosyal Stages and +6THR3E. These partnerships helped curate experiences rooted in local talent, sound, and community identity, ensuring that no two events felt the same while remaining unmistakably Filipino.

The activation reached a cultural tipping point in Los Angeles at Seafood City Eagle Rock Plaza, where a Baryo-curated Late Night Madness event ignited viral momentum and expanded the scale of the series. With crowd favorites DJ Noodles and rapper P-Lo joining the lineup, the night delivered nonstop energy, packed aisles, and an electric, multi-generational crowd. The experience evoked the feeling of a Philippine megamall — a familiar cultural reference for many Filipinos — and quickly spread across social media, pushing Late Night Madness into the broader cultural conversation.

While the series initially drew attention for its unexpected crowds and viral moments, its staying power comes from something deeper: a distinctly Filipino sense of togetherness expressed through food, music, and shared identity.

As the largest Filipino supermarket chain in North America, with more than 38 stores across the U.S. and Canada, Seafood City launched Late Night Madness with a clear vision — to bring the warmth, energy, and spirit of a Filipino family gathering into a place many already consider their home away from home. That vision resonated immediately, evolving into a traveling celebration of cultural pride and belonging that continues to connect communities city by city.

Inside every event, that spirit becomes unmistakable. Grocery aisles transform into a cultural hub filled with karaoke-worthy singing, spontaneous dancing, laughter, OPM favorites, and Filipino street food shared among grandparents, parents, young adults, and children. This is not nightlife, it is community life expressed in a modern way, rooted in the traditions and joy that Filipinos carry wherever they go.

“In the middle of Seafood City’s aisles, you see what community looks like: diverse, intergenerational fun rooted in what Filipinos do best: food and music,” said Baryo Ent. Co-Founder Jennifer Taylor.

“Our Filipino culture is rich, expressive, and full of talent,” said Patricia Francisco, Director of Digital Marketing and Events. “Late Night Madness was created by our team as a way to honor that. It goes beyond nostalgia, it’s a reminder of who we are when we come together. Seeing every generation celebrate side by side is what makes this so meaningful. Filipinos carry this spirit everywhere, and we want to give our community a safe place where it can be fully expressed.”

Food remains at the heart of Late Night Madness. Guests line up for Filipino favorites like kwek-kwek, isaw, fishballs, chicharron, and red hotdog, alongside exclusive pop-up creations such as pandesal sliders, Lumpia Overload, crispy chicken skin, tropical coolers, and freshly chopped lechon prepared on-site. These flavors, paired with nostalgic OPM and dance-floor classics, bring people back to memories of fiestas, noche buenas, and family reunions.

The series has also become a powerful platform for Filipino creative talent,  particularly Filipino-American DJs who are shaping the sound of today’s mainstream music culture.

“Filipino-American DJs have been quietly influencing the sound of global music for decades,” said Stephanie Ramos, Baryo Ent. Co-Founder. “Late Night Madness puts them front and center — not just as entertainment, but as cultural leaders. Seeing them control the energy of a room inside a Filipino space is powerful. It shows how deeply our community has impacted the mainstream while still staying rooted in who we are.”

Across the U.S. and Canada, Seafood City has spotlighted hometown DJs, singers, and hosts, alongside surprise performances by artists such as JayR, Roger Rigor of VST & Company, Kai, Carl Angelo, Russel!, Awday P, and special guest appearances by Ruby Ibarra. From the beginning, Late Night Madness was designed to amplify Filipino creativity by giving local artists a platform where they can be seen, heard, and celebrated. Standout moments include surprise performances by Roger Rigor of VST & Company at Seafood City Tukwila and R&B artist JayR at Seafood City Eagle Rock, electrifying crowds during Late Night Madness pop-up events.

What started as an experiment in Daly City quickly spread across California, then to Seattle, Las Vegas, and eventually Canada. Each new stop sparked the same response: packed aisles, multi-generational crowds, and a powerful sense of cultural homecoming. From September through December 2025, Seafood City completed 76 Late Night Madness events across North America, spanning Los Angeles, Daly City, Milpitas, Oxnard, San Diego, Las Vegas, Seattle, and five cities across Canada.

“Our customers deserve the very best from us,” said Seafood City President Matthew Go. “Late Night Madness is part of our commitment to evolve with our community, creating experiences that celebrate who we are while building tools like the SFC+ App to make shopping and staying connected easier than ever. We’re proud to see a simple idea from one store grow into a movement embraced across North America.”

Today, Late Night Madness stands as a cultural celebration that has grown organically, fueled by community pride, social media, and the Filipino love for music, food, and togetherness. What began inside one store has become a movement embraced by Filipinos everywhere.

Seafood City is closed the year with its final wave of Late Night Madness events across Milpitas, North Hills, Chula Vista, Daly City, Winnipeg, Mississauga, Calgary, Edmonton, and Scarborough this past weekend.

To join future celebrations, follow Seafood City on social media and download the SFC+ App to reserve free tickets.

Because for Filipinos everywhere, home isn’t just a place — it’s a feeling we create together.

Media Contact
Jean Claudio, Marketing Associate, Seafood City
Email: jean.claudio@seafoodcity.com
Phone: (909) 910-2283

GALLERY