Abi Marquez, who bears the title “Lumpia Queen,” maintains a vivid recollection of how her mom used to transform their kitchen into a magical world of culinary odyssey. At the tender age of four, the Filipina content creator had seen her mom do wonders in the kitchen. But never had it crossed her mind that this inclination to cooking, in her early years, would be her shot to fame.
Growing up with a penchant for Food Network channel, Abi’s curiosity towards cooking was piqued early on. This yearning was polished by her mom, whose exceptional culinary standards has fueled Abi’s passion and has enriched her palate for food.
“I’ve always been a foodie at heart and felt completely at ease in the kitchen from a young age, a passion that has only grown stronger as I’ve become more exposed to different food cultures, new flavors, and food techniques,” Abi recalled.
Abi’s foray into the world of food content creation took off during her last semester in the University of the Philippines (UP) — Diliman. In a video she shared on Tiktok, Abi did a playful experiment in which she rolled peach mango pie filling in a lumpia wrapper, getting rid of the usual flaky, puff pastry. The same video garnered a million views overnight, by which she earned the title “Lumpia Queen” in the “FoodTok” (Food Tiktok) Universe.
“I can say it all started from a place of passion and a desire to create something valuable. I never foresaw the impact it would have nor the spotlight it would bring. Instead, it was a journey that further motivated me because of my family, friends, community, and management,” Abi said.
Following the success of her first upload, which has now made a staggering 30 million views, Abi made a series of videos containing similar themes. This includes popular snacks such as choco-marshmallows, apple pie, buko pandan, and many more — all rolled in lumpia wrap and fried to perfection. Her videos continue to generate millions of views not only on Tiktok, but across Facebook and Instagram as well. This eventually led to the internet food monarch amassing over six million followers across all her digital platforms.
“As a result of this unexpected success, I dismissed my goal of pursuing a job in the corporate world and started embracing content creation as a full-time career,” Abi claimed.
Although her experimental recipes may be considered bold and strange, the core of Abi’s creative process centers on striking a delicate balance between tradition and innovation. She sees to it that a beautiful concoction of unique recipes is maintained, paying tribute to Filipino heritage without veering from contemporary taste.
In April this year, the Center for International Trade Exposition and Missions (CITEM) recognized Abi as one of the first FOODPhilippines Advocate Par Excellence. Along with fellow awardee Clang Garcia, Abi was given the same award for her creative display of culinary prowess that has inspired a new generation of food enthusiasts in the Philippines and overseas.
Sharing her ways forward, Abi elucidated that she’ll maximize the use of her digital platforms and forge collaborations with leading tastemakers in the local food scene.
“I’m all about boosting our food community even more! Together, we’ll exchange recipes, and explore regional specialties. I’ll collaborate with local chefs, food experts, and organizations to promote Filipino talent,” Abi shared.
For Abi, Filipino cuisine is more than meets the eye. So she found it fitting to add a little flavor in her upcoming videos that would “take the viewers on a journey, introducing the Philippines’ culinary heritage.”
“I’ll show not just how our food is made, but also the stories and traditions behind each dish. By sharing our cuisine’s vibrant and diverse flavors with international audiences, I hope to spark a global appreciation for Filipino cuisine,” Abi affirmed.
Abi recently made a buzz all over the global food scene after bagging the Webby People’s Voice award in the “Social – Food & Drink” category at the 28th edition of the prestigious Webby Awards. She’s the first from the Philippines to win the leading international award for excellence on the internet since 1997. In her five-word winning speech, Abi hollered with much pride and conviction, “Philippines, this is for you!”
In May 2024, Abi landed a spot in Forbes Asia’s “3o under 30” list under the media, marketing, and advertising category. She, likewise, received a nod from the highly coveted James Beard Awards 2024 following her nomination under the social media account category.
On Abi’s part, these recognitions serve as a testament and fuel to stay the course. It has dawned upon her from the start that her journey is intertwined in promoting the rich and vibrant gastronomy that the Philippines has to offer to the world.
“Filipino cuisine’s bold flavors are most enjoyable when shared, adding to the pleasure of the dining experience. Beyond just showcasing the richness in flavors of our cuisine, I want to highlight the deeper values embedded in Filipino food,” she claimed.
To know more about Abi Marquez, you can follow her on Facebook, Instagram, Tiktok, and X (formerly Twitter) and see how she moves Filipino food forward as one of the first FOODPhilippines Advocate Par Excellence.
