If you’ve ever driven through a high-rent shopping center in cities like Los Angeles, San Diego, or Las Vegas, you may have noticed a bustling grocery store called Seafood City. It’s not just another supermarket—it’s a cultural hub. With 38 locations across the U.S. and Canada, Seafood City caters specifically to Filipino communities. According to Crain’s Chicago Business, its parent company was on track to generate $425 million in revenue in 2021.

Experience

It’s an economic powerhouse hiding in plain sight — their sheer number, higher than average household incomes, and ardent pursuit of the American lifestyle make them a marketer’s dream.

Skills

Filipino Americans have been one of the most overlooked audiences in American marketing — a massive, loyal, and high-spending group hiding in plain sight.