Late Night Madness is the Filipino pop-up you didn’t know you needed — until it took over your feed. 

Los Angeles, CA — December 15, 2025 — Imagine pulling up to Seafood City for groceries… and walking into a full-on Filipino block party. DJs in the aisles. Street food everywhere. OPM blasting. Everyone from titas to Gen Z dancing like it’s a fiesta. 

That’s Late Night Madness — the after-hours pop-up series created by Seafood City’s Marketing team that’s turning Filipino supermarkets across North America into culture hubs. 

What started as a low-key street food night in Daly City (shoutout to DJ JP Breganza for setting the original vibe) quickly grew into a movement — one that celebrates Filipino identity through food, music, and community, exactly how it’s meant to be. 

Not a Party. Not a Concert. A Filipino Thing. 
Late Night Madness hits different because it’s built around real culture, not hype. Every stop is powered by local creatives — from DJs and artists to Filipino-owned brands like Illa Manila, LA Popcxrn, Cukui, and Kalamansi Collective — plus community partners like Baryo Ent, Kultivation Festival, SF Kollective, Sosyal Stages, and +6THR3E. 

No two nights are the same. But every night feels like home. 

The Night It Went Viral 
Things really popped off at Seafood City Eagle Rock Plaza in LA. A Baryo-curated Late Night Madness brought out DJ Noodles, P-Lo, and an energy that felt straight out of a Manila megamall on a weekend. 

Packed aisles. Phones up. Dance circles by the produce section.  The clips took over socials — and Late Night Madness officially entered the culture chat. 

Food, Music, and the Sound of Home 
At the center of it all? Food. 

Think kwek-kwek, isaw, fishballs, chicken skin, lechon, pandesal sliders, Lumpia Overload, and tropical drinks — all served while OPM classics and dance-floor favorites keep the energy up. 

This isn’t nightlife.  This is community, Filipino-style. 

“In the middle of the aisles, you really see it — music, food, and every generation together,” said Baryo Ent Co-Founder Jennifer Taylor. 

Filipino DJs Running the Room 
Late Night Madness also puts Filipino-American DJs front and center — the same DJs shaping today’s sound behind the scenes. 

“Filipino DJs have always influenced music culture,” said Baryo Ent Co-Founder Stephanie Ramos. 
“This gives them the space to lead, in a place that’s ours.” 

The series has featured hometown talent and surprise guests like JayR, Roger Rigor of VST & Company, Kai, Carl Angelo, Russel!, Awday P, and Ruby Ibarra — turning grocery runs into moments fans won’t forget. 

From One Store to Everywhere 
What started in Daly City didn’t stay there. Late Night Madness rolled through California, Seattle, Las Vegas, and five cities across Canada — with the same result every time: packed crowds, viral moments, and real cultural connection. 

Between September and December 2025 alone, Seafood City pulled off 76 Late Night Madness events across North America. 

“This is about evolving with our community,” said Seafood City President Matthew Go. 
“Late Night Madness is one way we create experiences that feel like home — while keeping people connected through platforms like the SFC+ App.” 

Why It Hits Different 
Late Night Madness works because it doesn’t try to reinvent Filipino culture — it just gives it space to exist. 

Food, music, family, creativity, and togetherness. All in one place. Usually by the frozen goods section. 

Seafood City wrapped up 2025 with Late Night Madness stops in Milpitas, North Hills, Chula Vista, Daly City, Winnipeg, Mississauga, Calgary, Edmonton, and Scarborough — and the movement shows no signs of slowing down. 

To catch the next one, follow @SeafoodCity and download the SFC+ App for free tickets. 

Because for Filipinos everywhere, home isn’t a place — it’s a vibe. 

DALY CITY

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