""I was outside at the one in Milpitas a few weeks ago but didn't go in because the RSVP was at capacity," said Jeff Gunabe, San Jose resident who is among the many who have recently tried to enter one of the Bay's lowkey, liveliest musical gatherings."
"Dean Urriza, co-founder of SF Kollective, had this to add: "When you see the senior citizens rock out to one of their favorite songs, it just becomes that much more special; an event for everyone in your family, be it Filipino or not""
"There was no booze, no cover charge - just plates of desserts, grilled skewers, pride and joy."
Late Night Madness began at Seafood City's Daly City location in September 2025 and quickly spread to other Bay Area stores. Stores extend hours to midnight on select weekends and host live DJs alongside Filipino street food items such as kwek-kwek and "lumpia overload," with vinegar shots available. Events feature no cover charge or alcohol, drawing multigenerational crowds who dance under supermarket lights. SF Kollective amplified interest through Instagram and TikTok, and respected DJs including Shortkut have performed, creating communal, wholesome nightlife experiences centered on food, music, and cultural pride.
Read at Metro Silicon Valley | Silicon Valley's Leading Weekly
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