Undiscovered SF launches new season with commitment to help Fil-Am entrepreneurs

SAN FRANCISCO — Located behind the San Francisco Chronicle building in the South of Market neighborhood — commonly known as the SOMA — thousands of people came to experience the best in Filipino culture through food, merchandise, and entertainment.

This event is known as Undiscovered SF, and to mark the start of their second season — organizers finally brought the night markets to the outdoors.

“The Mint was amazing space, a San Francisco classic, but we were really split up. We had food outside and we had retail and performances inside with limited capacity. Now we’re just fully outside in the streets, taking over San Francisco streets and filling it with Filipino faces and community from all over the Bay,” says co-founder Gina Mariko.

Undiscovered SF provided something for all ages — whether it be games for the kids to karaoke for the entire family.

People not only got to witness the skills of legendary Filipino DJ’,s Q-Bert and Shortkut. They also saw them being honored by Daly City’s Fil-Am Mayor Juslyn Manalo.

Whether it was adobo tacos from Adobos N More — or Jeepney Guy’s lechon — lines formed to get a taste of Filipino cuisine.

Small business owners also had the opportunity to sell their merchandise, like Ron Benitez and his wife Tricia, are founders of Asmbly Hall, a boutique for the entire family.

Benitez says he was happy to partner with Undiscovered SF because it gives other Pinoy entrepreneurs like himself a chance to grow and be successful.

“We want to use our shop now, not just as a retail store and more than just merchandise and really create it as a platform to give light to designers and artists who are of Filipino background — but at the same time, small independent designers. So we became pillars in the community and we want to be anchors in the neighborhood.”

Located in the heart of SOMA, all visitors can enjoy Undiscovered SF every third Saturday of the month from 4 to 10 pm.


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