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Is Filipino Cuisine *Still* The Next Big Thing?

It would be a lie to say that Filipino cuisine hasn’t seen time in the spotlight. Thanks to Western media, Filipino chefs, and Jollibee’s massive global expansion, Filipino cuisine has expanded beyond Asia. And while the steps we’ve taken throughout the years have been more of leaps, it seems that the cuisine still hasn’t stuck as in the same way, say, Japanese cuisine has. For several times now, Filipino food has been touted as the “next big thing.” And it makes us wonder when it’ll actually be *the* big thing.

Why isn’t Filipino cuisine just as big as its Asian neighbors?, a Filipino cooking resource from the Philippines, interviewed chefs, writers, and food personalities in the Philippines to pick their brains about why Filipino food hasn’t taken off as much as its other Asian counterparts. Here’s a summary of their inferred reasons:

Unavailable Ingredients

Ingredients play a huge role in Filipino cooking. Naturally, that’s not a problem locally, even in neighboring Southeast Asian countries. But beyond that, cooks who are interested in the cuisine may find limitations in enjoying it in its glory because the components that make it aren’t readily available where they are.

Uncompetitive Filipino Restaurant Scene Abroad

Filipino cuisine has mushroomed all over the world thanks to overseas Filipino workers. But these restaurants, although serving authentic Filipino cuisine, are sadly generally mismanaged, making them uncompetitive in the global culinary stage. That said, we are seeing more Filipino chefs taking the cuisine to the next level, showcasing Filipino food in either a more accessible or elevated way.

Lack of Confidence

The popularity of Filipino food is hindered by a general lack of confidence in our cuisine, especially when it’s pitted against others. This is a shame, given the rich mix of ingredients, techniques, and flavors inherent in Filipino cooking.

Inability to Stand Out

Some Filipino recipes are a product of other cuisines: Spanish, Chinese, Indian, etc. And these similarities make it hard for dishes to stand out since they’re often dismissed as “something similar” to another thing that may be more popular.


Pinoys are all about local pride. We beam about all of our countrymen’s achievements, whether as big as winning an Olympic medal or as trivial as being mentioned in a top brand’s advertisement. That said, there’s still a lot of gatekeeping that happens when it comes to Filipino cuisine. Locally, we have much more breadth when it comes to customizing recipes. But when outsiders do it (given that it was done with good intent), people are quick to nitpick and declare it inauthentic, which can be intimidating for foreign cooks who want to learn how to cook Filipino food.


One of the major reasons why Filipino cuisine doesn’t become mainstream, in a sense, is because it’s often dismissed as “exotic.” It’s eroticized, making it inaccessible to the public and more of a spectacle than a respectable cuisine.

All that said, does it matter?

So Filipino cuisine will always be just “the next big thing.” But does it even matter? Although we think that it definitely deserves to be up there with its Asian countries as a diverse and delicious cuisine, we Filipinos ourselves still have to work on making the cuisine “big” in our own territory. A lot of Filipinos, for example, don’t know about the cuisines of different regions apart from their own. And just a bit of exploration will open the average joe’s eyes to an even bigger perspective when it comes to the cuisine.



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