“Filipino food is the next Mexican,” declared a radio host at 103.1 FM while I was driving to the office one snowy December morning about a week or so ago. The discussion was on what’s trendy and would be trending in Winnipeg for 2016. All three hosts agreed to explore Filipino food beyond the usual fare of lumpia and pancit.
It struck me as big news for food entrepreneurs (and would-be food entrepreneurs) in our community. And so I checked online for local and North American trends, and lo and behold! …it’s been brewing in the past few years and is about ready to explode. Will it be in 2016 for Winnipeg?
Food personality Andrew Zimmern went on record in 2012 that Filipino food is going to be the next food fad in America. Indeed lots are going on across North America, including a Filipino Food Movement, and many Filipino restaurants being recognized and featured in food sections of newspapers and online news sources, more recently in cities like New York, Winnipeg, Washington DC and a Pop-Up in California to name a few. StarTribune (of Minnesota) and Reno Gazette-Journal (of Nevada) are eyeing Pinoy Barbecue as trending for 2016, while it’s Ube for Yahoo and Filipino Empanada for Thrillist. And of course, Thrillist has ranked Jollibee as # 1 among the Best International Restaurant Chains besting 15 other popular chains that started outside the U.S., citing both the distinctive mascot and Filipino comfort food as the reasons.
One thing that’s working for Winnipeg for this prediction to come true is that the Filipino community has grown to a critical mass (and will continue to explode), the tipping point of which is just around the corner. Seeing more Filipino restaurants, food kiosks, and informal marketplaces all over Winnipeg means more exposure and opportunity for mainstream to try Filipino treats. Will Filipino food attain mainstream popularity among Winnipeggers? I’d love to see it happen in 2016. Let’s support Filipino restaurants and Filipino entrepreneurs in general. It’s time.
Photo credits: Cool Buko Pandan, a tropical treat and distinctly Pinoy (photo courtesy of Let’s Eat Pancit).
