Jade
At just 24 years old, Abi Marquez, also known as the “Lumpia Queen,” has skyrocketed to culinary stardom, captivating millions of food lovers and content creators around the world. With a meteoric rise to fame, Abi has redefined Filipino cuisine, transforming traditional dishes like Lumpia into global sensations. Her creativity, passion, and dedication have earned her numerous prestigious accolades, including being named a member of the 2024 Forbes “30 Under 30” class, a James Beard Award nomination, the People’s Voice Winner at the 28th Webby Awards, and TikTok’s Creator of the Year for Food in 2023.
Abi’s rise to fame is a testament to her unmatched creativity and influence in the digital space. In just two years on TikTok, she amassed over 8.3 million followers across TikTok, Instagram, Facebook, and YouTube, enthralling audiences with her approachable and fun Filipino recipes. Her famous “Peach Mango Lumpia,” which garnered over 31 million views, became one of her first mega-viral dishes and cemented her place as a culinary innovator. Her ability to take traditional Filipino dishes and reimagine them with a modern twist has earned her widespread acclaim from both her fans and the food industry alike.
Beyond the viral recipes, Abi’s content is a love letter to her culture. Each video she posts celebrates Filipino food, heritage, and community, encouraging other food creators to explore their own culinary roots. Her impact on social media goes beyond just food; she has inspired a new generation of content creators to dive deep into their traditions and share their cultural stories with the world.
Abi’s infectious energy and culinary talent have attracted the attention of fellow creators, celebrities, and renowned chefs. Her collaborations with stars like rapper Saweetie, food influencer “Uncle Roger,” former Michelin-starred chef Kevin Lee, and celebrity chef Andre Rush have further solidified her place as a culinary powerhouse. These partnerships reflect Abi’s ability to bridge the gap between cultural heritage and mainstream popularity, all while staying true to her Filipino roots.
Born and raised in the province of Laguna, Philippines, Abi’s love for cooking began at an early age. She pursued a degree in Hotel, Restaurant, and Institution Management from the University of the Philippines, graduating in 2022. Although food became her calling, Abi first gained traction on social media by posting song covers before transitioning to culinary content. Her foray into the food space quickly gained momentum, and she soon became known for her playful, creative takes on Filipino dishes.
Her journey from a small-town girl to an internationally celebrated chef and digital creator is nothing short of remarkable. Abi’s success is a combination of her hard work, perseverance, and deep passion for preserving Filipino food culture while elevating it to new heights. StarCentral Magazine recently caught up with Abi to discuss her journey in the industry and here’s what went down:
Your culinary journey has been nothing short of extraordinary. What inspired you to focus specifically on Filipino cuisine, and how did you choose Lumpia as the dish to redefine?
Being Filipino, I’ve always had a deep connection to the dishes I grew up with, which is why I decided to focus on Filipino cuisine. It’s where I feel I can contribute the most, and I’m passionate about promoting our culinary heritage not just to Filipinos, but to a global audience as well.
One of the things I love most about Filipino food culture is how it brings people together. Even though our cuisine is incredibly diverse, it’s at its best when shared with others, making the dining experience even more enjoyable. I aim to showcase the variety of our ingredients, the depth of our flavors, and the warmth that comes from sharing meals with family and friends. After all, that’s what we Filipinos are known for—our hospitality.
As for Lumpia, it’s a real symbol of Filipino community and tradition. This crispy, golden treat is a staple at family gatherings and celebrations. Its comforting flavor made it an ideal choice for me to reinvent in new ways. That’s how the idea of “Lumpia-fying” different dishes was born. People started challenging me to incorporate Lumpia with whatever I was cooking, whether seriously or just for fun. That’s how I ended up with the nickname “Lumpia Queen,” and it’s been an exciting ride ever since.
With such rapid success and recognition, including being named to Forbes 30 Under 30 Asia Class of 2024 and TikTok Philippines’ Foodie Creator of the Year, how have you managed to stay grounded and true to your culinary roots?
I approach things with gratitude towards everyone involved in any achievement I get. Most of these awards are not possible without the help of others. I also make it a point to constantly learn from experts in the industry, knowing there’s always room to grow. At the same time, I surround myself with grounded people.
I also remind myself that awards are great, but they’re just symbols. What really counts is making a difference and staying true to why I started in the first place. So, I focus more on my passion and the impact of my work rather than getting caught up in titles.
Your “Peach Mango Lumpia” went viral and is now an iconic recipe with over 31 million views. What was the story behind this creation, and did you expect it to become such a sensation?
Actually, my first viral Lumpia video wasn’t the Peach Mango Lumpia—it was about frying marshmallows in Lumpia wrappers. The whole Lumpia craze started by accident. One day, I saw marshmallows and Lumpia wrappers on our kitchen counter and decided to experiment. I filmed the experiment and kept the process as natural as possible, wanting my followers to see the outcome, whether it turned out great or not.
To my surprise, just three days after posting, the video hit 1 million views. At that point, I wasn’t expecting it to blow up—I was just trying to archive my recipes. When I saw the response, I was in shock—people actually loved it! That’s when I decided to turn it into a series.
After the marshmallow Lumpia video took off, my TikTok analytics went through the roof. I went straight to the market to stock up on Lumpia wrappers and other ingredients. My followers suggested I recreate the famous Jollibee Peach Mango Pie, so I bought a bunch of peaches, mangoes, and more Lumpia wrappers, thinking, “There’s clearly something special here and people want more—I need to run with it.”
I set up my camera and started filming, but I never expected it to blow up to over30 million views in just six months at that time.
You’ve collaborated with renowned personalities like Saweetie, Uncle Roger, and Chef Andre Rush. How have these partnerships shaped your approach to content creation and Filipino cuisine?
After working with these amazing personalities, I’ve realized that each one brings their own unique vibe to content creation and filming. Each of them has their own style and approach, and it’s been eye-opening to see how they work.
Beyond the filming itself, I had the opportunity to talk with each of them and gain valuable insights not only about food but also about their respective areas of expertise. For example, working with Saweetie provided me with an understanding of how she integrates content to promote her music. Collaborating with Uncle Roger gave me insights into the dynamics of working with a team and the roles involved. From Chef Andre Rush, I learned about his philosophy and the importance of representation.
The insights I’ve gained from these collaborations have expanded my creative perspectives and inspired me to view my content from new angles, making me think, “Oh, I could try that too!”
How do you balance the need to stay creative and innovative with maintaining the authenticity and tradition of Filipino dishes?
Balancing creativity with tradition in Filipino cooking is all about finding that sweet spot between innovation and authenticity. Before diving into any new idea, I start by doing my research. This means getting a solid grasp of what makes a dish truly authentic—knowing which ingredients and techniques are essential and which ones can be tweaked.
I look for ways to introduce new flavors or methods while preserving the core identity of the dish. For example, if I’m experimenting with a classic recipe, I’ll test out new ingredients or techniques on a small scale first and get feedback from others who know the traditional version well. This helps me make sure that the end result stays true to its roots while adding something fresh.
I also try to stay connected with the cultural stories behind each dish, which helps me maintain respect for the traditions while exploring new directions. It’s all about respecting what’s essential to the dish’s heritage while finding creative ways to keep it exciting and relevant.
What can your 8.3 million fans expect from you in terms of upcoming content, projects, or perhaps even new culinary ventures for the remainder of 2024?
Last November 2023, I hosted a meetup for fellow food creators, where we exchanged insights about our content creation journeys. I plan to make these meetups an annual event to inspire more creators and promote Filipino food on a larger scale.
For my video content, I’m excited to delve deeper into Filipino cuisine by featuring some hidden gems—lesser-known dishes with unique origins and flavors. I’m also planning to create travel content where I explore local cuisines at my destinations and share those experiences with you.
My followers have really enjoyed the international collabs I’ve done, so I’m looking forward to doing more this year. Working with creators from around the world has been so much fun, and it’s been great to learn from them and explore diverse food cultures. It fits perfectly with my advocacy to promote Filipino cuisine while introducing my audience to new culinary traditions.
Lastly, I want to give back to my community. 2024 has been an amazing year with so many awards and recognitions, and I know I couldn’t have done it without the support of my followers. I’m planning a special thanksgiving event to show my appreciation, though the details are still in the works. Stay tuned on my socials for updates!
Your content goes beyond just recipes, celebrating culture, community, and creativity. What message do you hope to convey through your platform, and how do you want your fans to engage with Filipino culture?
I want people to feel that my content isn’t just about recipes; it’s a celebration of culture, community, and creativity. What I really want to share is the way Filipino food brings people together. Our food culture is deeply social—it’s about enjoying meals with family and friends, and the flavors are best appreciated when shared.
But it’s more than just the taste. Filipino cuisine embodies values like strong family ties, making the most of what you have, and creating satisfying, budget-friendly meals. Each bold flavor tells a story of our vibrant culture and the resourcefulness that’s at the core of Filipino cooking.
I hope my fans dive into Filipino culture by not just cooking these recipes, but also by connecting with the stories and values behind them.
You began your journey by posting song covers before transitioning to food content. How has your background in music influenced your culinary style or your approach to creating engaging videos?
I took voice lessons when I was younger, so I learned early on how important clear enunciation and varied modulation are, which are both important when creating engaging video content.
Just like in singing, where changing up your tone keeps things interesting, I apply that principle to my videos as well. I always do vocal warm-ups before filming, like singing vowels and consonants, to make sure my speech is clear and lively. This prep work helps me avoid tripping over my words and keeps the video clearer.
I think of content creation as storytelling, and the way I deliver it needs to be captivating. That’s why my videos mix experimental recipes with ASMR sounds and on-the-beat sounds. When I chop ingredients or add them to the pan, I focus on creating sounds that enhance the overall experience for the viewers.
Another big influence for me, aside from cooking, is my long-time passion for filming. When I was 15, I was already shooting and editing my own cooking videos, but I didn’t have a platform to share them at the time. Now that social media is so widely used, I’m grateful to finally have a platform to showcase my creativity and share my passion for cooking with a much larger audience.
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