From ramen to ube to samgyupsal: Our food obsessions of the last 10 years
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From ramen to ube to samgyupsal: Our food obsessions of the last 10 years
Feliciano Rodriguez III
Published Dec 19, 2019 04:58 PM PHT
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Updated Dec 20, 2019 08:19 AM PHT

December is the last month in the tumultuous 2010s, a decade that saw the rise of new political heroes and villains, a changing of the guard in different sectors of society, the growing concern for climate change taking a more desperate turn, and an unending cacophony of opinionated people screaming into the Facebook void. In "The Last 10 Years," a series of pieces scattered over these last 30 days, we look back at what happened to try to figure out what comes next.
There's a passage in the book A Feast for Crows by George R.R. Martin which reads, “History is a wheel, for the nature of man is fundamentally unchanging. What has happened before will perforce happen again.” I thought about that passage a lot when writing this article on top food trends in the last 10 years. And no, this piece is not a yawn-inducing discourse about history. It’s about food. But like history, our wants and preferences about what we eat can “perforce happen again.
There's a passage in the book A Feast for Crows by George R.R. Martin which reads, “History is a wheel, for the nature of man is fundamentally unchanging. What has happened before will perforce happen again.” I thought about that passage a lot when writing this article on top food trends in the last 10 years. And no, this piece is not a yawn-inducing discourse about history. It’s about food. But like history, our wants and preferences about what we eat can “perforce happen again.
More on The Last 10 Years:
More on The Last 10 Years:
The 2010s have been a fun decade, to be sure, filled with delightful additions to our chow options. So with 2019 ending, it’s time to wax nostalgic about the biggest food trends we loved (and some that we hated) these past 10 years.
The 2010s have been a fun decade, to be sure, filled with delightful additions to our chow options. So with 2019 ending, it’s time to wax nostalgic about the biggest food trends we loved (and some that we hated) these past 10 years.
2010: Chocolate boutiques
2010: Chocolate boutiques
While we were all about partying and good times with friends, there would be the rare occasion when my friends and I would tire of dancing and loud music, and elect to spend time at a café. And in 2010, more often than not, it was chocolate boutique shops that were the places to be.
While we were all about partying and good times with friends, there would be the rare occasion when my friends and I would tire of dancing and loud music, and elect to spend time at a café. And in 2010, more often than not, it was chocolate boutique shops that were the places to be.
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Who remembers Chocolate Fire Café in Salcedo Village, Makati? We loved that place. It served those fun chocolate drinks, and the shop was filled with chocolate truffles, chocolate bars, and other cacao-based creations. The year 2010 was also when Max Brenner Chocolate Bar, the first truly chocolate-centric café in Manila, reopened in Greenbelt 5 (but closed down a few years later).
Who remembers Chocolate Fire Café in Salcedo Village, Makati? We loved that place. It served those fun chocolate drinks, and the shop was filled with chocolate truffles, chocolate bars, and other cacao-based creations. The year 2010 was also when Max Brenner Chocolate Bar, the first truly chocolate-centric café in Manila, reopened in Greenbelt 5 (but closed down a few years later).
I remember Max Brenner’s cozy ambiance and miss their “Suckao” drink, a concentrated chocolate creation where guests would melt their own chocolate bars, add milk, and sip the drink through a metal straw. Yes, metal straws were already a thing a decade ago. In the north, there was Heavenly Chocolates off Tomas Morato Avenue. But today, only Maitre Chocolatier Boutique Café in Jupiter Street, Makati, remains open.
I remember Max Brenner’s cozy ambiance and miss their “Suckao” drink, a concentrated chocolate creation where guests would melt their own chocolate bars, add milk, and sip the drink through a metal straw. Yes, metal straws were already a thing a decade ago. In the north, there was Heavenly Chocolates off Tomas Morato Avenue. But today, only Maitre Chocolatier Boutique Café in Jupiter Street, Makati, remains open.
2011: Milk and bubble tea
2011: Milk and bubble tea
Around 2011 to 2012, the juggernaut that is the bubble or milk tea movement arrived—again. In the early years of the turn of the century, bubble tea pioneer Zagu and its ilk were making waves already, but a decade later, newer brands started conquering the local cold beverage scene, the likes of Chatime, Gong Cha, Moonleaf.
Around 2011 to 2012, the juggernaut that is the bubble or milk tea movement arrived—again. In the early years of the turn of the century, bubble tea pioneer Zagu and its ilk were making waves already, but a decade later, newer brands started conquering the local cold beverage scene, the likes of Chatime, Gong Cha, Moonleaf.
2012: Ramen
2012: Ramen
This was the year that ramen houses took to the streets. There were local joints like Ukkokei Ramen, Wrong Ramen, Yushoken, Mendokoro, followed by Japanese imports like Ippudo and Ramen Nagi. While these shops were all the rage, we preferred the old-school ramen houses in our neighborhoods, still open to this day. In the old Isshin along Arnaiz Avenue in Makati, we’re always greeted with a warm irasshai mase! The servers there knew us as high-schoolers, and saw us grow up into men eating ramen at 1 am in an attempt to stave off an impending hangover after a night of drinking. There’s also Nihonbashitei on the other end of Arnaiz Avenue.
This was the year that ramen houses took to the streets. There were local joints like Ukkokei Ramen, Wrong Ramen, Yushoken, Mendokoro, followed by Japanese imports like Ippudo and Ramen Nagi. While these shops were all the rage, we preferred the old-school ramen houses in our neighborhoods, still open to this day. In the old Isshin along Arnaiz Avenue in Makati, we’re always greeted with a warm irasshai mase! The servers there knew us as high-schoolers, and saw us grow up into men eating ramen at 1 am in an attempt to stave off an impending hangover after a night of drinking. There’s also Nihonbashitei on the other end of Arnaiz Avenue.
2012: Instagram
2012: Instagram
The author’s “crappy” Instagram shot circa 2012 when the pixel count of mobile phone cameras left a lot to be desired.
The author’s “crappy” Instagram shot circa 2012 when the pixel count of mobile phone cameras left a lot to be desired.
This was the year that the great phenomenon that is Instagram came to be. Until today, this photo and video sharing social media app remains relevant as a food diary and online food review of sorts of what people cook, eat, and drink. I remember all our crappy early photos of the food we ate—and those flatlays of dishes stylishly crowding a table—but today, with the ever-advancing technology of mobile phones, everyone can take a high resolution shot of their food.
This was the year that the great phenomenon that is Instagram came to be. Until today, this photo and video sharing social media app remains relevant as a food diary and online food review of sorts of what people cook, eat, and drink. I remember all our crappy early photos of the food we ate—and those flatlays of dishes stylishly crowding a table—but today, with the ever-advancing technology of mobile phones, everyone can take a high resolution shot of their food.
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“Instagramming” has changed the way food is prepared, presented, and offered in restaurants around the globe. “Cellphones eat first” became a thing in 2012, to the consternation of parents and restaurateurs alike, and for better or for worse, Instagram is here to stay.
“Instagramming” has changed the way food is prepared, presented, and offered in restaurants around the globe. “Cellphones eat first” became a thing in 2012, to the consternation of parents and restaurateurs alike, and for better or for worse, Instagram is here to stay.
2013: Cronuts
2013: Cronuts
Invented by pastry chef Dominique Ansel in New York, these croissant-doughnut hybrids were first brought to our shores by Wildflour, instantly becoming a hit, with stocks running out as soon as they were baked, followed by many other bakeshops making their own versions. Today, you’ll be hard put to find cronuts anywhere. Fame is fleeting, indeed.
Invented by pastry chef Dominique Ansel in New York, these croissant-doughnut hybrids were first brought to our shores by Wildflour, instantly becoming a hit, with stocks running out as soon as they were baked, followed by many other bakeshops making their own versions. Today, you’ll be hard put to find cronuts anywhere. Fame is fleeting, indeed.
2013: Everything craft
2013: Everything craft
Starting in 2013, the “craft” movement emerged, with craft burgers, craft beers, and of course, craft coffee reaching the mainstream. Cafés serious about their coffee like Commune, Yardstick, and others, emerged, influenced by the global third wave coffee movement. While Starbucks became the new baseline in terms of coffee, this higher (and more expensive) form of specialty coffee soon took over the coffee giant’s once premium slot.
Starting in 2013, the “craft” movement emerged, with craft burgers, craft beers, and of course, craft coffee reaching the mainstream. Cafés serious about their coffee like Commune, Yardstick, and others, emerged, influenced by the global third wave coffee movement. While Starbucks became the new baseline in terms of coffee, this higher (and more expensive) form of specialty coffee soon took over the coffee giant’s once premium slot.
For the craft beer and burger craze of 2013, the perfect example would be Burgers & Brewskies in Burgos Circle. They served craft burgers like the Kandi, a burger patty with cheese sauce, onion confit, and spiced candied bacon, together with draft beer and foreign craft beers like popular North American craft brand, Blue Moon.
For the craft beer and burger craze of 2013, the perfect example would be Burgers & Brewskies in Burgos Circle. They served craft burgers like the Kandi, a burger patty with cheese sauce, onion confit, and spiced candied bacon, together with draft beer and foreign craft beers like popular North American craft brand, Blue Moon.
2014: Artisan breads
2014: Artisan breads
Speaking of “craft,” in 2014 came the homegrown upscale bread shop Lartizan (by The French Baker) which offered artisan-style French breads, especially of the sourdough variety. Alongside Lartizan came well-known French imports Paul Boulangerie and Eric Kayser with their own sourdoughs and other artisan breads, broadly defined as bread that is handcrafted and non-commercial. Since then, local bakers began baking with sourdough, including sourdough pandesal at Panaderya Toyo.
Speaking of “craft,” in 2014 came the homegrown upscale bread shop Lartizan (by The French Baker) which offered artisan-style French breads, especially of the sourdough variety. Alongside Lartizan came well-known French imports Paul Boulangerie and Eric Kayser with their own sourdoughs and other artisan breads, broadly defined as bread that is handcrafted and non-commercial. Since then, local bakers began baking with sourdough, including sourdough pandesal at Panaderya Toyo.
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2014: Churros
2014: Churros
Churros have always been a thing in the Philippines, thanks to old-time favorite Dulcinea. But they became a really big thing with the opening of La Lola Churreria in a small 10-square meter space in Power Plant Mall. The resurgence of this merienda of fried dough served with thick hot chocolate gave way to the opening of other churreria shops. But today, La Lola remains the most notable of the surviving brands. However, the churros at Dulcinea remain our favorite, though perhaps nostalgia plays a big part in this preference.
Churros have always been a thing in the Philippines, thanks to old-time favorite Dulcinea. But they became a really big thing with the opening of La Lola Churreria in a small 10-square meter space in Power Plant Mall. The resurgence of this merienda of fried dough served with thick hot chocolate gave way to the opening of other churreria shops. But today, La Lola remains the most notable of the surviving brands. However, the churros at Dulcinea remain our favorite, though perhaps nostalgia plays a big part in this preference.
2015: Healthy and wholesome
2015: Healthy and wholesome
This healthy food movement went mainstream when Salad Stop! formally opened in Makati in 2015. At the time, I didn’t think the healthy food trend would fly in Manila. But today, Salad Stop! remains popular, with branches slowly multiplying every year, alongside other similar brands that have made salads, wraps, poke bowls, and grain bowls a daily habit for many.
This healthy food movement went mainstream when Salad Stop! formally opened in Makati in 2015. At the time, I didn’t think the healthy food trend would fly in Manila. But today, Salad Stop! remains popular, with branches slowly multiplying every year, alongside other similar brands that have made salads, wraps, poke bowls, and grain bowls a daily habit for many.
2016: Salted egg
2016: Salted egg
With 2016 came the arrival of the salted egg craze—salted egg yolk chicken wings, salted egg brazo de Mercedes, even salted egg fried chicken at KFC. For my part, it was the introduction of those salted egg potato chips that kickstarted the whole craze, with those Irvins Salted Egg chips from Singapore, so popular among Filipinos that they imposed a purchase limit at their local stores—all for that salted egg fix.
With 2016 came the arrival of the salted egg craze—salted egg yolk chicken wings, salted egg brazo de Mercedes, even salted egg fried chicken at KFC. For my part, it was the introduction of those salted egg potato chips that kickstarted the whole craze, with those Irvins Salted Egg chips from Singapore, so popular among Filipinos that they imposed a purchase limit at their local stores—all for that salted egg fix.
2016: Purple yam
2016: Purple yam
Golden Cristal Ube Donuts at Manila Social Club.
Golden Cristal Ube Donuts at Manila Social Club.
Our Philippine ube invaded Western shores, particularly in North America, finding its way into waffles, cheesecake, frozen custard, bread pudding, macarons, cupcakes, the works! The highlight had to be that 24-karat gold-flaked ube mousse-filled donut infused with champagne jelly called Golden Cristal Ube Donut, served at Manila Social Club in Brooklyn US$100.
Our Philippine ube invaded Western shores, particularly in North America, finding its way into waffles, cheesecake, frozen custard, bread pudding, macarons, cupcakes, the works! The highlight had to be that 24-karat gold-flaked ube mousse-filled donut infused with champagne jelly called Golden Cristal Ube Donut, served at Manila Social Club in Brooklyn US$100.
As always, what catches in the West then makes waves in the Philippines. While purple yam is already ube-quitous (see what I did there) here, a resurgence of sorts occurred, with renewed interest for Ube Roll Cake, Good Shepherd’s ube jam, putong ube, ube ice cream, and of course, hopia ube. Even the local Starbucks rode the trend with their own Purple Yam Cheesecake.
As always, what catches in the West then makes waves in the Philippines. While purple yam is already ube-quitous (see what I did there) here, a resurgence of sorts occurred, with renewed interest for Ube Roll Cake, Good Shepherd’s ube jam, putong ube, ube ice cream, and of course, hopia ube. Even the local Starbucks rode the trend with their own Purple Yam Cheesecake.
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2017: Unlimited samgyupsal
2017: Unlimited samgyupsal
Unlimited Korean barbecue arrived in a big, really big way. While Korean barbecue restaurants have been around for decades, this time, the current barbecue craze feels more like the vanguard to a Korean cultural invasion, what with the K-pop movement that has hit the country. Samgyupsalamat, Romantic Baboy, and the rest have popped up all over the country, as a cheap, filling, and admittedly delicious “meat-all-you-can” option.
Unlimited Korean barbecue arrived in a big, really big way. While Korean barbecue restaurants have been around for decades, this time, the current barbecue craze feels more like the vanguard to a Korean cultural invasion, what with the K-pop movement that has hit the country. Samgyupsalamat, Romantic Baboy, and the rest have popped up all over the country, as a cheap, filling, and admittedly delicious “meat-all-you-can” option.
2017: Cookies, cheese tarts, tin can cakes
2017: Cookies, cheese tarts, tin can cakes
While the cupcake and macaron trends came and went the decade before, there were more than a few dessert trends that populated this decade, especially the last two years: upscale cookies the likes of Mo’s Cookies; Japanese-style cheese tarts and cheesecakes à la Pablo and Bake Cheese Tart; not to mention those ubiquitous tin can cakes started by Le Sucre Lab.
While the cupcake and macaron trends came and went the decade before, there were more than a few dessert trends that populated this decade, especially the last two years: upscale cookies the likes of Mo’s Cookies; Japanese-style cheese tarts and cheesecakes à la Pablo and Bake Cheese Tart; not to mention those ubiquitous tin can cakes started by Le Sucre Lab.
2018: Milk tea, again
2018: Milk tea, again
After the first wave of Zagu, the second with Gong Cha and the like, milk teas came back with a vengeance. While I’m loving the brown sugar boba flavor popularized by new brands like Tiger Sugar and The Alley, at my age, a good coffee, brewed, served black is all I want at the end of the day. Nonetheless, this milk tea obsession is going strong with lines continuing to form at places like Macao Imperial Tea and Coco Fresh.
After the first wave of Zagu, the second with Gong Cha and the like, milk teas came back with a vengeance. While I’m loving the brown sugar boba flavor popularized by new brands like Tiger Sugar and The Alley, at my age, a good coffee, brewed, served black is all I want at the end of the day. Nonetheless, this milk tea obsession is going strong with lines continuing to form at places like Macao Imperial Tea and Coco Fresh.
The wheels of history continue to turn, and after a decade of food trends, we’re back again with milk teas making a resurgence. It’s exciting to think how food trends in the Philippines will continue to turn in the next decade. While we can bet on the fact that there will still be some form of milk tea in the future, hopefully, we’ll be surprised by something else that’s new, innovative, and yes, really tasty.
The wheels of history continue to turn, and after a decade of food trends, we’re back again with milk teas making a resurgence. It’s exciting to think how food trends in the Philippines will continue to turn in the next decade. While we can bet on the fact that there will still be some form of milk tea in the future, hopefully, we’ll be surprised by something else that’s new, innovative, and yes, really tasty.
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