Abi Marquez never set out to become a cultural ambassador. But with every video shared, every comment answered, and every lumpia experiment posted to the world, the voice of a new generation of Filipino food storytellers began to rise—hers leading the way.

“Honestly, my reaction has always been the same, just like when my first-ever viral video blew up (fried marshmallows in a lumpia wrapper) – in disbelief,” Abi shares. “I posted it without any expectations, and 3 days later, it hit a million views. Super unexpected.”

That unexpected success was just the beginning of an even more impactful mission. As Abi’s content started gaining traction across borders, her videos began shaping perceptions of Filipino cuisine beyond the archipelago—sparking curiosity, excitement, and, most importantly, connection.

“I never really create content just to go viral. I focus on making it authentic, fun, and something I genuinely enjoyed doing. So when a video takes off, especially with audiences outside the Philippines, I’m always surprised and grateful,” she says. “But every time something performs well, it pushes me to do better… not just in terms of content quality, but also how I represent Filipino food.”

With that mindset, Abi found herself collaborating with respected chefs and top creators from around the globe. One of the most unforgettable moments in that journey? Cooking for Gordon Ramsay.

@abigailfmarquez Replying to @gordonramsayofficial WILL CHEF APPROVE? 🥩 🇵🇭 BEEF WELLINGTON LUMPIA, coming right up! #BeefWellington #Lumpia #LumpiaQueen #GordonRamsay #AbixGordon @Newport World Resorts @Gordon Ramsay Bar & Grill PH ♬ original sound – Abi Marquez

“It was a nerve-wracking moment,” she recalls. “The shoot of that video is literally the first time we ever met and I wasn’t sure if he’d like the idea. But me and my team tried our best to honor his wellington and making sure the flavors were on point… so while I was nervous, I was also thinking– ‘if he doesn’t like this… it is what it is.’”

That fearless spirit—blended with research, creativity, and love for her roots—is what keeps Abi grounded in a fast-paced digital space. She knows the spotlight comes with responsibility, especially when your content becomes a reference point for people encountering Filipino food for the first time.

“When you start putting yourself out there as someone who champions Filipino food, it’s not just about sharing recipes anymore – you’re kind of carrying a culture with you,” she reflects. “Especially now that my content reaches people around the world, I’m aware that for some of them, this could be their first impression of Filipino food. So I really feel the need to get it right.”

And for Abi, “getting it right” means being intentional, respectful, and inclusive—especially given how layered and diverse Filipino cuisine truly is.

“Every region has its own thing, and that makes it even more important to be careful and intentional with how I present it. I try to research and prepare a lot so I can represent things properly.”

Abi has a clear message for her international audience: Filipino food isn’t just delicious—it’s complex, diverse, and rooted in history.

“I still see comments sometimes saying it’s not that unique or that it just copies other cuisines—but honestly, that’s what makes it special. Yes, our food has influences from all over—Spanish, Chinese, American, etc.—but over time, we’ve turned all of that into something that’s uniquely ours.”

She hopes her viewers come away with more than curiosity. “I want them to see how diverse Filipino food really is. Beyond adobo, sinigang, and lumpia—each region has its own flavors, ingredients, and ways of cooking. There’s so much to explore.”

And above all, Filipino food, in her words, is “meant for ‘salo-salo’, for bringing people together around the table.”

Even with millions watching, Abi remains grounded in her mission: not to perform for the algorithm, but to represent Filipino culture with care and creativity.

“One of the biggest lessons I’ve learned from working with both local and international creators is ‘We don’t need to change who we are to be seen—we just need to show up.’”

In showing up every day with intention, humor, and humility, Abi Marquez has become more than a creator. She’s a vessel for culture, a digital storyteller, and a global voice for the kitchen traditions that made her.

Photo Credit: Abi Marquez (with permission to use), https://www.tiktok.com/@abigailfmarquez