This Filipino supermarket chain is hosting after-hours dance parties

What started as a one-off promotional party for Filipino street food at Seafood City’s California outpost has turned into a community-driven pop-up series that has made its way to the brand’s Scarborough and Mississauga locations.

In September, the Filipino grocery store held its very first Late Night Madness at its newest location in Daly City, California. The wholesome, all-ages, alcohol-free celebration gained so much momentum that they expanded the series through October in recognition of Filipino American History Month. By November, the event had crossed the border and debuted in Winnipeg, Calgary and Mississauga. The turnout was amazing, according to the chain’s director of digital marketing and events, Patricia Francisco. Each location saw about 500 to 700 people hit the supermarket’s dance floor. “We see the whole family—grandparents, parents and kids—all dancing, eating and celebrating together,” Francisco says.

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During the events, which start at 8 p.m., the food hall and grocery store stay open until midnight, which is good news for both shoppers and late-night snackers. On top of the food hall’s regular offerings, there’s also an exclusive Late Night Madness menu that includes classic fish ball skewers, all kinds of lumpia (Filipino spring rolls), pandesal sliders, sisig (a seasoned minced pork dish) and bola-bola (meatballs). To drink, there are tropical coolers like Scramble, a nostalgic pink strawberry milkshake-like beverage topped with chocolate and marshmallows. Who needs booze when you can have a sugar high?

The organizers intentionally book local Filipino DJs. “There’s a lot of Filipino talent in the DJ scene, and not a lot of people know that,” says Francisco. “We want to use these events as a platform to showcase Filipino talent, not just to promote the store and the food.” Whether rising stars or well-known artists, the event’s DJs are briefed on spinning strictly nostalgic hits you’d hear at Filipino family gatherings and events.

And the entertainment doesn’t end with music. Francisco says each event comes with surprises to complete the uniquely Filipino experience, and no two parties are the same.

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While Late Night Madness isn’t specifically a Christmas event, every store has installed a two-metre-tall parol, a traditional Christmas lantern symbolizing hope and unity, and all locations will hold a synchronized lighting ceremony to mark the holiday season. The company has also launched a Christmas donation drive on its SFC Plus app, where people can donate to support the ABS-CBN Foundation’s relief efforts for typhoon victims in the Philippines.

“I definitely didn’t expect to see this amount of Filipino pride or the hunger for representation—or being loud and eager to show that this is how we celebrate and this is who we are,” says Francisco. “It’s really fulfilling to see that these events are able to bring such emotions out of people and that, despite everything that’s happening right now, people can still celebrate and find happiness anywhere they go—even in a grocery store.”

Late Night Madness runs on select dates until December 13. More information can be found on Seafood City’s Instagram page. The party is free, but guests gain entry by signing up on the SFC Plus app.