Lumpia Queen's recipe for success

Award-winning content creator Abi Marquez on family, food, and the responsibility of representing Filipino flavors globally

- JESSICA PAG-IWAYAN

STIRRING UP SMILES (From left) Abi Marquez sharing a fun moment with chef Gordon Ramsey; and her leading a kitchen workshop for children in partnership with World Vision

On social media, she reigns as the Lumpia Queen. At just 25, Abi Marquez has transformed her love for Filipino food into a global platform, earning accolades from the Webby Awards, a coveted spot on Forbes 30 Under 30 Asia, and, most recently, Creator of the Year at the Adcolor Awards. She is also a 2025 Gold Stevie winner at the International Business Awards, where she was recognized as Most Innovative Content Creator of the Year.

But beyond the perfectly edited reels and viral recipes, who is Abi? What sparked her journey from filming home-cooked meals to representing Filipino cuisine on the global stage?

In celebration of International Women's Month, Manila Bulletin Lifestyle sat down with the trailblazing creator for an intimate conversation about her beginnings during the pandemic, the challenges of building a brand from scratch, and the purpose that fuels her work today.

Inside a loving home, where it all began

"I started doing content in January 2022," she recalls. "We ate rice three times a day at home. One night, I made pasta for dinner and thought, 'this is special.'"

Armed with her phone and curiosity, she uploaded the video. It went viral.

Instead of basking in the numbers, Abi studied them. "As the nerd that I am, I made a formula for it," she says with a laugh. She repeated what resonated, refining her storytelling while staying rooted in Filipino flavors.