Cebu’s food market culture has taken a huge leap over the past decade, and we arguably believe Sugbo Mercado had a lot to do with it.
What started as a platform for food entrepreneurs has grown into a community that locals and tourists keep coming back to. Now celebrating its 10th year, it’s high time that we look back at how Sugbo Mercado started and what it has come to mean for Cebuanos.
How One Idea Sparked Cebu’s Biggest Food Market
For President JP, Sugbo Mercado started as a collaborative idea aimed at bringing startup food entrepreneurs together. But when asked who first came up with the concept, he pointed to one name – his best friend Nino, Sugbo Mercado’s Finance Co-Director.
“I’ve always been fascinated with food markets because I travel a lot,” Nino shared. His trips sparked the enthusiasm to open a local food market inspired by big tourist destinations.
A decade later, this idea has formed its own ecosystem for food vendors to burgeon and customers to enjoy. Sugbo Mercado today stands as one of, if not the biggest, regular food markets in Cebu.
Why Every Trip Feels Like a Feast and a Party
Cebuanos know there are two main reasons why Sugbo Mercado is often called the ultimate food market experience: variety and party.
Almost every local favorite can be found in one place, attracting tourists eager to try Cebu’s famous lechon, halo-halo, sizzling rice meals, green mango with bagoong (shrimp paste), and more. This alone stirs a sense of pride among the people behind the market.
“It’s the first thing a tourist would want to do, visit Sugbo Mercado, and I’m very proud of that,” Nino expressed.
After observing the shift in the food market culture over the years, the team also made sure to cater to the customer’s evolving palates. Ruby, the establishment’s leasing manager, shared how this culture has definitely improved.
“Cebuanos have become more interested in trying new things, different cuisines, and supporting the local foodies,” she added.
Reflecting this curiosity, the market offers a range of globally renowned flavors: Korean dishes and egg-drop sandwiches; Japanese takoyaki and a wide variety of sushi; bursts of Thai flavors; Mediterranean meal combos; and the list goes on.
There are also seats for those who come bearing a sweet tooth – coffee, cakes, and fruity desserts. Some personal favorites that I recommend trying, as a fellow sweet tooth, are crepes and tanghulu.
And to seal it all off, live acoustic music from local talents makes it a night to remember. You can enjoy this, perhaps with cocktails and beers, on weekends.
10 Years On: What Sugbo Mercado Really Means to Cebu
As Sugbo Mercado has become a major part of Cebu’s definition of fun, we asked a few locals what this 10-year celebration means to them personally.
For Finance Co-Director Charmaine de Leon, this anniversary marks a personal milestone as well. Having joined Sugbo Mercado straight out of college, this means she has been working professionally for the past 10 years. Meanwhile, Marketing and Communications Director Karlo Lim reflected on how quickly everything came to be.
“I guess time really flies by so much faster when you’re having fun,” shared Karlo. “It’s been a really, really great ride.”
From the customer’s perspective, one of the market’s most appreciated aspects is its ability to stay on top of current trends. Joana Augusto, a frequent goer, sees this as a crucial factor that has kept the establishment thriving throughout the years.
“What I love most about Sugbo Mercado is that they’re incredibly up-to-date with trends, always featuring those viral food items you see all over the internet,” she said. Her current favorite, which perfectly captures this, is the viral 10-yen cheese coin.
Further, the market’s accessibility is well-known among those working night shifts around IT Park. For Laph Tabotabo, Sugbo Mercado is a preferred spot for work breaks thanks to its convenient location. This speaks volumes about their diverse customer base, that aside from locals and tourists, they also warmly welcome workers.
Sugbo Mercado’s impact is deeply embedded in Cebu’s local tradition. When we think of Cebuano food spots, it remains a top-of-mind choice. As it marks its 10th anniversary, let us remember how this beloved food market has brought people together to celebrate our shared culture and support the local community.
Visit Sugbo Mercado at IT Park, Tuesdays through Sundays, from 4 PM to 12 AM.
