\n
It\u2019s about an hour from Berkeley, California to Daly City, a modest estimate considering the state\u2019s notorious traffic. It\u2019s not a daily commute for Kaithleen Apostol, though it\u2019s become bi-weekly.<\/p>\n
For Filipino supergrocer Seafood City\u2019s Late Night Madness events, she says, it\u2019s worth it.<\/p>\n
Having initially attended to mark October\u2019s Filipino American History Month kickoff, Apostol, 28, has since gone three more times with her boyfriend and friends. She\u2019s even brought her mom, who agreed a DJ in a Filipino grocery store wasn\u2019t necessarily surprising. \u201cAny gathering can turn into a party,\u201d Apostol says of her heritage. \u201cThere\u2019s any and no excuse necessary.\u201d<\/p>\n
Cash registers give way to turntables, otherwise the store\u2019s format remains untouched. The vibe is lively and buzzy, complete with a street food-inspired menu in the grocery\u2019s grab-and-go sections. People dance\u2014and dance while shopping.<\/p>\n
But this isn\u2019t like Whole Foods playing its music louder after a certain hour on weekends. (Whether or not they admit it, we suspect it\u2019s true.) The club scene at Seafood City is a genuine, music-based community leveraging its social currency to commemorate culture everywhere it grows. And it\u2019s an example of the latest trend that turns the neighborhood grocery, corner store, and coffee shop into a city\u2019s hottest club, no matter the time of day.<\/p>\n
The growth in popularity of these events is fueled by a generational shift in socializing, an embrace of sober nightlife alternatives, and community building through culture sharing.<\/p>\n
Apostol can\u2019t remember the last time she heard budots, a form of electronic dance music originated in Davao City, Phillipines, in public.<\/p>\n
\u201cIt feels like a big family party from back home,\u201d Apostol says of Seafood City\u2019s Late Night Madness, compared to traditional nightclubs or a grimy bar. \u201cThere would be moments where you\u2019re eating a tray full of lechon, then look over and see people line-dancing together. I\u2019ve run into my second cousin who I haven\u2019t seen in 10 years, and my high school econ teacher. It\u2019s crazy.\u201d<\/p>\n
For featured DJ JP Breganza, that\u2019s the point. He\u2019d been making a name for himself with sets in unique places like the Bay Area Cliffs or at a driving range when an Instagram user commented that he should \u201cdo this at Seafood City.\u201d Luckily, he says his idea coincided with the launch of the grocer\u2019s first night markets. Breganza was directly tapped by its marketing team to play Daly City. Later markets for Filipino American History Month and more, have been co-organized with local nonprofit, SF Kollective.<\/p>\n<\/div>\n
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