Across different countries, Filipinos have found success by introducing beloved Filipino comfort foods to new markets, connecting with fellow Filipinos abroad while sharing a taste of home with other nationalities.
1. Empanada Craze in Canada
Ilocano couple Mike and Cathy Tugas, now residing in Canada, started their journey by making Ilocos empanada for their kids, who missed the flavors of home. What began as a simple family snack quickly turned into a successful business. With the encouragement of their children, the couple posted their empanadas on social media, garnering a warm response, particularly from fellow Ilocanos in Canada.
Their business grew to include not just empanadas but other Filipino favorites like longganisa, tocino, and bibingka. Their products are now available in convenience stores and at pop-up events. Mike’s advice to fellow Filipinos: “Just keep going. We started with online selling, and now, our business has grown.”
2. Binatog Success in UAE
Darwin Garcia, an OFW in Dubai, found success by introducing binatog, a Filipino snack made of boiled corn kernels with grated coconut, to the UAE. Initially working as a gym receptionist, Garcia saw the demand for Filipino comfort food in the Filipino enclave of Satwa. Starting by selling online, his binatog quickly became a hit due to its authenticity—he sourced corn directly from the Philippines.
His bakeshop now sells other Filipino favorites like buko pie and plans to expand with new branches across the UAE. Garcia’s success has allowed him to purchase a house, lot, and car for his family in the Philippines. He shares that the key to his success is bringing unique, quality Filipino food that reminds fellow OFWs of home.
3. Taho Business in Dubai
A group of six enterprising Filipinos, led by Irish Perez from Cavite, introduced taho to the streets of Dubai. Taho, a classic Filipino street food made of soft tofu, caramelized brown sugar, and sago pearls, became an instant hit, not just with Filipinos but with locals and other nationalities.
The group took months to perfect their recipe, ensuring it matched the authentic taste of taho sold in the streets of the Philippines. They even consulted taho vendors back home to replicate the process. Their success lies not only in their dedication to maintaining authenticity but also in promoting Filipino culture through food.
Thriving in the Global Market
These inspiring stories of Filipinos abroad highlight how a love for traditional Filipino foods can turn into successful businesses in foreign lands. By staying true to their roots and bringing authentic Filipino flavors to new markets, these entrepreneurs have found both financial success and the fulfillment of sharing a piece of Filipino culture with the world.
