Imagine this: the sweet smell of inihaw and sisig fills the air.
The lively chatter in Tagalog surrounds you, along with the many Filipino food vendors lining Mel Lastman Square.
The vibrant atmosphere feels like a slice of the Philippines is right here in Toronto.
This was the scene at the Enchanted Lights Filipino Market on Saturday, March 9, an event celebrating the 75th year of the Philippine-Canadian partnership.
This successful pop-up market is just one of the many Filipino-organized events happening in the Greater Toronto Area this year.
The demand for Filipino events like these is on the rise, fuelled by the growing Filipino population in Canada.
In 2023, Statistics Canada reported that close to a million Filipinos proudly call Canada home, with 79 per cent identifying as immigrants.
It’s no wonder that markets showcasing new and veteran Filipino food vendors, such as Tito Parley’s and The Night Baker, are so popular.
The pop-up scene provides more than just food; it fosters an atmosphere that strengthens the Filipino community and offers a taste of home only a balikbayan would understand.
Why are these markets pivotal to the Filipino Community?
Engaging with the vendors at Enchanted Lights, it became clear that pop-up markets have been instrumental in their success.
Many businesses, like Mama’s Mamon—specializing in delicious Filipino-style chiffon cakes—started their businesses within the last year.
Participating in these pop-up markets has boosted their visibility and expanded their customer base, all without the commitment to a permanent retail space.
Beyond that, these markets have fostered a deeper connection to their Filipino heritage.
Mama Jeanne of Mama’s Mamon, who learned how to bake during the pandemic was inspired to recreate a Filipino treat she dearly missed: mamons.
Recognizing the shared nostalgia among kababayans, Mama’s Mamon is becoming a beloved presence at these events.
I remember the first time I picked up one of Mama’s Mamons at the Enchanted Lights event and wondering “what is this?”
How could I have forgotten a well-loved national dessert? I felt out of touch.
I bit into the mamon and memories of this light, soft, and delicious cake filled my mind: Goldilocks, I thought.
Goldilocks, a beloved bakery chain in the Philippines, flooded back into my memory.
And that’s the magic of Filipino markets: you can come across something you didn’t even realize you wholeheartedly missed.
For vendors like Mama’s Mamon and others, these organized markets offer far more than just the profit.
They provide a platform for cultivating a sense of belonging while also supporting entrepreneurship within the Filipino community.
Kris Pangilinan, owner of Kalamansi Collective, captured this sentiment perfectly when he described participating businesses as “friend-ors”, rather than mere vendors.
These markets serve as a communal space where both patrons and entrepreneurs are bound by Filipino culture in Canada.
The Future of Filipino Markets
As the Filipino community continues to flourish in Canada, pop-up Filipino markets will play an increasingly important role in celebrating our rich culture and providing a comforting sense of national familiarity.
These food markets offer Filipino patrons access to delicacies that may not be readily available elsewhere, from traditional desserts like mamons to modern fare like sisig poutine.
Most importantly, they offer a sense of belonging.
Whether you’re a vendor proudly showcasing your Filipino-inspired culinary creations or a patron, like myself, yearning for a taste of home, these events serve as an important hub of community connection.
