Over the weekend, a local grocery store was transformed into a lively dance floor as Seafood City, a popular Filipino supermarket chain, hosted its festive “Late Night Madness” party in Scarborough, a vibrant neighborhood in Toronto’s east end.
Since its launch in the U.S. during Filipino American History Month in October, the viral sensation of “Late Night Madness” has been making waves in Toronto, bringing together the Filipino community through a mix of food and culture.
Branch manager Melchor Salazar expressed that the event’s main goal is to foster family bonding and unity within the Filipino community.
Attendees shared their excitement, with many mentioning that they were drawn to the event after seeing the high-energy videos of previous parties circulating on social media. One partygoer mentioned being inspired by the fun atmosphere at a Mississauga party and felt compelled to join in.
For some, the event served as a nostalgic connection to their homeland. One attendee, who had been in Toronto for nearly four years, discovered the event through a TikTok video and was eager to partake in the festivities and experience the sense of community.
Seafood City has announced that the “Late Night Madness” parties will continue with upcoming events scheduled across the country in December, with stops in Calgary, Winnipeg, Mississauga, Edmonton, and a return to Scarborough.
