Popular Filipino supermarket in Canada goes viral for epic late-night parties
Supermarket chain Seafood City Canada has become an unexpected yet popular destination for late-night parties that have been going viral on social media.
Seafood City Canada has become a go-to destination for Filipino groceries, with the popular U.S. chain now operating five locations across Canada in Ontario, Alberta, and Manitoba. But lately, the chain has been offering more than just Skyflakes crackers and Mang Tomas All-Purpose Sauce.
One evening, at a time when most businesses were winding down, Winnipeg’s Seafood City supermarket was buzzing as a DJ hyped up a crowd dancing to Mariah Carey’s “All I Want for Christmas.” People danced near the produce section, while others snacked on popular street food like lumpia and pork barbecue skewers.
@mthrvy_ Late Night Party | Seafood City | Sony FX3 I attended the last event party at Seafood City, and it felt so good to film the happenings. feels like I’m home. 🇵🇠#calgary #community #sonyfx3 #filipinoparty #yycevents ♬ original sound – Mat
The event, called Late Night Madness, first started in the U.S. and has since been entertaining crowds and shoppers at several Seafood City Canada locations, including Calgary, Edmonton, Winnipeg, Mississauga, and Scarborough.
In an email to Daily Hive, Patricia Francisco, director of digital marketing and events at Seafood City, said the company launched the concept to introduce Filipino street food at a new location in Daly City, California, in September.
“From there, we realized it was the perfect way to celebrate Filipino American History Month in the U.S. last October, bringing people together through food, music, dance, and that unique Filipino sense of family,” she said.
Late Night Madness was a massive success, and the company started hosting similar events at other U.S. locations.
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Videos started appearing on TikTok and Instagram of guests forming a conga line down one aisle, while others danced to Bruno Mars and old Filipino pop classics. Commenters asked where the next event would take place, while others were amused by the festivities taking place at a supermarket next to the baked goods and frozen food section.
“WHAAAAAAAAT!?!?!?! I WANT IN!” wrote one commenter.
“My body is ready,” another stated.
The first series of events in Canada took place on Nov. 7 and 8 in Calgary, Winnipeg, and Mississauga. Francisco estimates that, combined, over a thousand people showed up per night.
She said that the response to the event has been “truly surreal.”
“In such uncertain times, seeing the Filipino community come together like this, full of joy, nostalgia, and connection, has been incredibly meaningful,” she shared. “There’s a deep sense of belonging, and we love that this platform has also allowed us to introduce Filipino food, talent, and music to non-Filipinos as well.”
@deejayjeffremix Late Night Madness @seafoodcityofficial Scarborough!! #filipinoparty #seafoodcity #latenightmadness #scarborough ♬ original sound – Kikay
The company has announced upcoming dates in November and December at all of its Canadian locations. Vancouver doesn’t have a Seafood City yet, but Francisco said they hope to one day bring the experience to B.C. shoppers, too.
For those who can make it, she said, “Expect a mix of Filipino music that brings nostalgia — think VST & Co., Hotdog, Original Pilipino Music (OPM) hits — along with fun throwbacks from the ’90s and 2000s, and today’s upbeat tracks.”
And since it’s not a Filipino party without good food, guests can enjoy special Filipino street food items exclusive to the event, along with popular items from Grill City.
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The event is free to enter, and you can get tickets by downloading the SFC+ app, which is available on both Google Play and the App Store.
“There is so much about our culture to be proud of, and it’s been heartwarming to see people embrace it,” stated Francisco.