"The events, which have been publicized widely on social media, began in Daly City in September as a fun way to launch the start of the store's new street food program, according to Patricia Francisco, the Seafood City's head of digital marketing and events. They built a menu for the event, including signature pandesal sliders and Filipino nachos, Francisco said."
"Breganza enthusiastically took to the assignment, working to develop a set that would be fun for four generations of Filipino Americans, plus the people working at the grocery store during its extended hours. He wanted to evoke the celebratory atmosphere of the Filipino house parties he grew up attending, he said. He drove about two and a half hours and brought his own sound equipment and cameras to the event to match his vision."
The Daly City Seafood City hosted 'Late-Night Madness' pop-up events that kept the grocery store open until midnight and featured live DJs. The pop-ups launched the store’s new street-food program and included a menu with signature pandesal sliders and Filipino nachos. The events aimed to recreate a night-market atmosphere with high-energy entertainment for multigenerational Filipino American crowds. DJ JP Breganza developed a set reflecting Filipino house-party culture, drove two-and-a-half hours with his own sound equipment, and helped create an energetic, viral experience. Videos of the events went viral and the series expanded to other Seafood City locations nationwide.
Read at The Mercury News
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