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The journey from Berkeley, California, to Daly City takes roughly an hour, a conservative estimate given the infamous traffic in the state. While it isn’t a regular commute for Kaithleen Apostol, it has turned into a biweekly event for her.
For the Late Night Madness events at Filipino supergrocer Seafood City, she believes the trip is worthwhile.
Apostol, 28, first attended to kick off October’s Filipino American History Month and has since gone three additional times with her boyfriend and friends. She even brought her mother, who thought a DJ in a Filipino grocery store wasn’t entirely unexpected. “Any gathering can turn into a party,” Apostol says about her cultural roots. “There’s any and no excuse necessary.”
Cash registers make way for turntables, yet the store’s layout otherwise remains unchanged. The atmosphere is energetic and vibrant, featuring a street food-inspired menu in the grocery’s grab-and-go areas. Shoppers can be seen dancing—even while buying items.
However, this isn’t akin to Whole Foods increasing the volume of its music after a specific hour on weekends. (Admit it or not, we suspect it is true.) The scene at Seafood City is a real, music-focused community utilizing its social appeal to celebrate culture wherever it flourishes. This illustrates a burgeoning trend that transforms neighborhood groceries, corner markets, and cafes into the city’s hottest clubs, regardless of the time.
The rising allure of these events is powered by a generational change in social interaction, an acceptance of sober nightlife options, and community engagement through cultural exchange.
Apostol can’t recall the last instance she heard budots, a genre of electronic dance music that originated in Davao City, Philippines, in a public setting.
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“It feels like a huge family gathering from back home,” Apostol describes Seafood City’s Late Night Madness, in contrast to conventional nightclubs or dingy bars. “There would be times where you’re munching on a tray of lechon, then glance over and notice people line-dancing together. I bumped into my second cousin, whom I hadn’t seen in a decade, and my high school economics teacher. It’s wild.”
For featured DJ JP Breganza, that’s exactly the aim. He has been making a name for himself with performances in unusual venues such as the Bay Area Cliffs or at a driving range when an Instagram user suggested he should “do this at Seafood City.” Fortunately, he mentions that his concept coincided with the introduction of the grocer’s first night markets. Breganza was specifically invited by its marketing team to perform in Daly City. Subsequent markets for Filipino American History Month and beyond have been jointly organized with the local nonprofit, SF Kollective.
