The Rise of "Adobo" in the Global Kitchen

ALT-CFT Industry Outlook:
October 2014, Volume 1, Issue 7
Ma. Andrea C. Liamzon and John Paolo R. Rivera, Ph.D.


The Philippine cuisine is a fusion of food, preparation methods, and eating customs that evolved from Austronesian origins to the Malay, Chinese, Spanish, Latin, and American influences (Alejandro, 1985; Civitello, 2011). Fusion is the best word, according to Lazor (2014), "to capture the essence of Asia's most unique, idiosyncratic, and underrated culinary tradition." This is what makes it so fascinating. It is so difficult to address the question: What is Filipino food? Yana Gilbuena, the founder of The Salo Project, as cited by Lazor (2014), provided an answer to this inquiry. She said that "the simplest way to put it is our food reflects our history."

Filipinos will agree that Philippine cuisine can be at par with other cuisines of the world. The increasing popularity of food tourism in the Philippines indicates that travelers visit the country not only to see its historical sites and natural wonders but also to experience the unique flavors Filipino food has to offer. Travelers often associate destinations with local cuisine; hence, Filipinos should be proud of it, patronize it, and share it to the world. This industry outlook will shed light on how to make Filipino food rise and create an identity; and how will Filipino food unite the archipelago.


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