For years, Filipino cuisine has been misrepresented and misunderstood in mainstream media. From being showcased as an "extreme" challenge on reality TV to being reduced to shock value on YouTube, Filipino food has faced a complex journey in gaining recognition. However, the Filipino Food Movement has turned the tides, helping Filipino cuisine become a global force while reclaiming its authentic narrative.

Early 2000s: Filipino Food as a Spectacle

In the early 2000s, shows like Fear Factor popularized Filipino dishes such as balut (fertilized duck egg) as "bizarre" or "disgusting." These portrayals framed Filipino food as extreme, sidelining its cultural richness and alienating it from the mainstream culinary scene. While these depictions brought visibility, they also perpetuated negative stereotypes.

The Rise of Food Content in the 2010s

As YouTube and social media platforms became more influential, Filipino food began to appear in reaction videos and viral content. YouTubers tried dishes like dinuguan (pork blood stew) orbalut for shock value, often emphasizing their unfamiliarity. While Filipino food gained more exposure during this time, it was often labeled as "weird" for clicks and engagement.

A Shift in Perspective: 2012

In 2012, a more optimistic shift began when Andrew Zimmern of Bizarre Foods called Filipino cuisine the next big food trend. He likened its potential rise to the popularity of Chinese food in America. This prediction sparked curiosity about Filipino flavors, yet cultural misrepresentation persisted, as articles like Chef’s Opinion’s "The 6 Most Terrifying Foods in the World" included Filipino staples like balut.

The Filipino Food Movement Takes Shape (2014)

In response to these narratives, the Filipino Food Movement emerged in 2014. This grassroots initiative, founded by Filipino chefs and advocates, sought to preserve and promote Filipino cuisine globally. Through programs like Kulinarya Live and the FFM Global Directory, the movement fostered pride in Filipino food while creating a global platform for its culinary traditions.

Global Recognition and Culinary Success (2016–2020)

In 2016, Anthony Bourdain praised Filipino food on Parts Unknown, calling it "underrated." His spotlight on dishes like lumpia and lechon spurred a boom in global interest, with Google searches for "lumpia near me" increasing by 3,350%. That same year, Washington D.C.'s Bad Saint, a Filipino restaurant, was named the second-best new restaurant in America by Bon Appétit. By 2020, the number of Filipino restaurants in the U.S. had doubled, with Filipino cuisine gaining recognition in major publications like The New York Times and Vogue. These milestones signaled a shift in how Filipino food was perceived—no longer a novelty, but a culinary force.

Filipino Chefs and Innovators Leading the Way

Filipino chefs and entrepreneurs played a pivotal role in this transformation. Nicole Ponseca, author of I Am Filipino and This Is How We Cook(2018), helped elevate Filipino food to new heights, earning Michelin Guide recommendations and receiving acclaim from The New York Times. Her restaurants, Maharlika and Jeepney, showcased the depth and creativity of Filipino cuisine.

In 2022,Kasama in Chicago became the first Filipino restaurant to earn a Michelin star, marking a historic moment for Filipino food on the world stage.

Celebrating Filipino-Inspired Innovation

The latest chapter in the Filipino Food Movement includes innovative brands like Dear Flor. This Filipino and woman-owned company has introduced the world’s first line of Filipino garden gummies, featuring authentic flavors like ube, calamansi, and buko pandan. With a mission to normalize Filipino flavors and educate consumers about their origins, Dear Floris proving that Filipino cuisine can be both playful and authentic. Their gummies exemplify a commitment to preserving traditional flavors without Westernizing their names or concepts. For example, buko pandan remains buko pandan—an unapologetic celebration of Filipino culture.

We Define What’s Good

So, does America decide when Filipino food is good? The answer is a resounding no. Filipino chefs, food entrepreneurs, and advocates have fought tirelessly to showcase the beauty and complexity of their cuisine. From street food to fine dining, Filipino flavors are finally being celebrated on their own terms.

Celebrate and Discover Filipino Flavors

Want to experience the richness of Filipino flavors for yourself? ExploreDear Flor’sunique line of Filipino-inspired garden gummies at https://bit.ly/dearflorfilipinogummies and follow them on social media @lovedearflor for updates. Let’s continue to elevate Filipino food and share its story—one bite, one dish, and one flavor at a time.

Disclaimer: This post contains copyrighted material used for educational purposes under fair use. The views expressed are for commentary and do not necessarily reflect official positions. Content may reference historical perspectives and media portrayals that may not represent current views. Third-party content is used for illustration and is not endorsed. This post aims to promote cultural understanding and respectful dialogue about diverse culinary traditions. Images are for illustrative purposes and may be subject to copyright.

Fear Factor:

https://www.youtube.com/watch?v=5AnFhglLI3o

Chef’s Opinion:

https://chefsopinion.org/2012/06/03/the-6-most-terrifying-foods-in-the-world-1/

Business Insider:

https://fb.watch/vevvW36gzd/

CNN:

https://www.youtube.com/watch?v=GljI-GzGV-0

Hospitality Ireland:

https://www.hospitalityireland.com/food/filipino-food-next-big-thing-37250#:~:text=queries%20for%20%E2%80%9Clumpia%20near,rolls%29%20have%20skyrocketed%203%2C350

Bon Appetit:

https://www.bonappetit.com/story/bad-saint-washington-dc

Alex Lau Photography

Flamingo:

https://flamingomag.com/2024/03/25/filipina-chef-nicole-ponseca/

Dean Sadler Photography

Michelin Guide:

https://guide.michelin.com/us/en/article/people/together-with-kasama-the-world-s-first-michelin-starred-filipino-restaurant

Jeff Marini Photography

International Examiner:

https://iexaminer.org/qa-self-taught-baker-abi-balingit-on-her-new-filipino-american-dessert-cookbook/

Mayumu: Filipino American Desserts Remixed (2023; Harvest/HarperCollins Publishers) and Abi Balingit

Boxoffice Reality:

https://www.youtube.com/watch?v=7Tf_7qQ6ep4

BuzzFeed Video:

https://www.youtube.com/watch?v=b5WTw3D5B74&t=14s

Teens React:

https://www.youtube.com/watch?v=dRsHrSG7FCw

Just Jonny and Chloe:

https://www.youtube.com/watch?v=Ip1JA73bfkI

Smosh Pit:

https://www.youtube.com/watch?v=pV5tELUmWIA

Filipino Food Movement:

https://www.filipinofoodmovement.org/recipes

NY Times:

https://www.nytimes.com/2018/03/12/dining/filipino-cooking.html#:~:text=Today%2C%20bagoong%20and%20other%20Filipino,7%2C100%20islands%20and%20180%20languages.

NPR:

https://www.npr.org/sections/thesalt/2018/01/20/578649880/with-a-show-of-hands-filipino-american-chefs-rekindle-kamayan-feasts

Vogue:

https://www.vogue.com/article/filipino-food-philippines-cuisine-restaurants#:~:text=Filipino%20food%20is%20notoriously%20unburdened,sharing%20plates%20and%20communal%20dining.

Eater SF:

https://sf.eater.com/2018/2/16/17017626/filipino-lumpia-company-mad-oak-oakland-bar

Filipino Food Movement:

https://www.instagram.com/p/C4gC5X0rRBO/?igsh=MzRlODBiNWFlZA%3D%3D&img_index=2

https://www.filipinofoodmovement.org/who-we-are