Insider Spotlight
That momentum is evident in food content creator Abi Marquez's latest collaboration with Los Angeles-based kitchen workwear brand Hedley & Bennett.
The partnership centers on a co-branded apron designed to celebrate Filipino creativity and culture, making Marquez the first Filipino collaborator in the company's history, according to a company release.
Why it matters
The collaboration highlights how Filipino creators are increasingly moving beyond social media influence into mainstream global brand partnerships, reflecting the growing commercial appeal of Filipino culture and cuisine.
Known online as the "Lumpia Queen," Marquez has built a following of millions through cooking videos that combine Filipino dishes, humor, and storytelling.
Her content has helped introduce Filipino cuisine to audiences around the world, positioning her among the most recognizable Filipino food creators on digital platforms.
For Marquez, the apron represents more than kitchen workwear. The creator described the project as a tribute to the community that has supported her journey from posting cooking videos online to gaining international recognition for championing Filipino food.
“This collaboration means so much to me because it brings together two things I love: cooking and sharing Filipino culture with the world,” Marquez said.
“I’ve always believed that the kitchen is one of the best places to tell our stories, and I hope this apron inspires more people to cook with confidence, creativity, and pride.”
The bigger picture
Food has become one of the Philippines' most visible cultural exports, fueled in part by creators who have leveraged digital platforms to reach global audiences.
Unlike traditional celebrity endorsements, creator-led collaborations often center on personal narratives and cultural authenticity, qualities that brands increasingly seek as consumers gravitate toward more relatable voices.
Hedley & Bennett, known for premium aprons and kitchen workwear used by chefs and home cooks, has collaborated with brands and properties including Disney, Superman, MLB, NFL, ONE PIECE, Bob's Burgers, Star Wars, and Friends.
The company has also worked with culinary personalities such as Kenji Lopez-Alt, Cassie Yeung, Nigel Kabvina, Chef Adam Libby, Food My Muse, and Chef Reactions.
Marquez's inclusion in that roster signals how Filipino creators are gaining visibility alongside globally recognized brands and personalities. It also reflects the growing influence of food creators in shaping cultural conversations and consumer trends beyond the kitchen.
What’s next
As Filipino cuisine continues to gain international recognition, collaborations such as this may offer a glimpse of how creators can serve as cultural bridges—bringing local stories to wider audiences while opening new opportunities for Filipino representation in the global marketplace. —Princess Daisy C. Ominga| Ed: Corrie S. Narisma
