Over the weekend, a grocery store in Scarborough, Toronto, was transformed into a lively dance floor as Seafood City, a popular Filipino supermarket chain, hosted its much-talked-about holiday event called “Late Night Madness”.
The “Late Night Madness” gatherings, which originated in the U.S. in October to celebrate Filipino American History Month, have been making waves with Toronto’s Filipino community. The party aims to unite the community through a mix of delicious food and cultural celebration.
Branch manager Melchor Salazar expressed that the event is all about fostering family bonding and the unity of the Filipino community. Attendees shared that they were drawn to the party after seeing viral videos of previous celebrations on social media.
One participant mentioned being inspired to attend after watching a video from a past Mississauga event, which looked incredibly fun. Another attendee, who had been in Toronto for almost four years, discovered the event through TikTok and felt compelled to join in the festive atmosphere, craving a sense of connection to their Filipino roots.
Seafood City has announced plans to continue the “Late Night Madness” festivities with upcoming events scheduled across Canada in December, including stops in Calgary, Winnipeg, Mississauga, Edmonton, and a return to Scarborough.