Mang Inasal celebrates Filipina creators championing Filipino food culture

MANILA — Restaurant chain Mang Inasal is spotlighting Filipina digital creators who promote Filipino cuisine and culture online as part of its celebration of Women’s History Month.

The campaign highlights content creators Khem Gomez, Chef Beng Velarde, and Heidie Mamauag, whose online platforms combine food storytelling with messages about authenticity, resilience, and cultural pride.

The initiative comes as Filipino audiences grow more selective about the content they consume on social media.

According to the Digital 2026 report by Meltwater, the Philippines remains among the world’s most socially connected countries, with users spending roughly 30 minutes to more than an hour daily on platforms such as Instagram and TikTok.

In an increasingly crowded digital landscape, audiences are gravitating toward creators whose stories feel genuine and relatable rather than purely viral.

“Mang Inasal has always been about celebrating what makes us proudly Filipino,” said Mike V. Castro, president of Mang Inasal. “This Women’s Month, we are proud to highlight Filipina creators who inspire communities while showcasing the richness of Filipino food culture.”

Creators turning food into storytelling

For Gomez, content creation began with hesitation. She said the challenge was overcoming the fear of starting.

“I’ve always wanted to create content since I was young,” Gomez said. “But actually starting can feel daunting. Still, it’s scarier to look back at the ‘could-have-beens.’”

Today she produces food-themed videos, including miniature cooking content that reimagines Filipino dishes in playful ways. For her, Filipino cuisine is more than a subject for content—it represents identity.

“Filipino food will always be home,” she said.

Velarde, meanwhile, launched her content creation journey during the COVID-19 pandemic while balancing professional and personal responsibilities.

“Creating content wasn’t my only focus,” she said. “Those early challenges helped me become more organized and intentional.”

“Balance isn’t perfect—it’s intentional,” she added.

Authenticity over algorithms

The creators say staying authentic remains essential as online platforms constantly shift with trends and algorithms.

“Social media can sometimes make you more calculated than authentic,” Gomez said. “But when you understand yourself and enjoy what you’re creating, the pressure becomes easier to manage.”

Velarde takes a similar approach, focusing on content aligned with her personal brand rather than chasing trends.

“Algorithms change constantly,” she said. “I focus on creating content that reflects my purpose.”

Mamauag, whose posts center on simple living and home cooking, said creators should avoid measuring their value through engagement metrics alone.

“Don’t let likes or views define you,” she said. “Just keep sharing your stories—you never know who might need to hear them.”

Celebrating culture through cuisine

For the creators, Filipino food serves as a bridge between tradition and modern storytelling.

Velarde described Filipino cuisine as a reflection of family memories and regional heritage.

“Every dish carries stories of who we are,” she said.

Mamauag said her passion for cooking grew from childhood experiences in the province, where many meals were prepared using ingredients grown at home.

“Those meals were simple,” she said, “but they were special because they were made with love.”

Shared connection with Mang Inasal

The creators also described Mang Inasal as representing a familiar sense of Filipino togetherness.

Gomez called dining at the brand a distinctly Pinoy experience that reflects cultural pride.

Velarde said the company’s signature chicken inasal evokes comfort and nostalgia, reminding people of home and family.

For Mamauag, the meals also symbolize family bonding.

“When Mang Inasal is our meal, my kids already know what that means,” she said. “We eat with our hands, enjoy the food, and spend time talking together.”

As more women gain influence in digital spaces, Mang Inasal said it hopes the featured creators will continue encouraging audiences to celebrate Filipino cuisine and culture online.