Seafood City is bringing its viral Late Night Madness celebration to Chula Vista for the first time, closing out the year with an unforgettable night of Filipino food, music, and shared joy. What began as a street food launch in Daly City has evolved into a traveling celebration that has reached cities across California, Seattle, Nevada, and all of Canada, and now San Diego’s Filipino community finally gets to experience it in their hometown store.

Late Night Madness grew from a simple idea: let us bring the best parts of a Filipino gathering into Seafood City. The laughter, the karaoke, the dancing, the performances by friends and family, and the sharing of comfort food all in one place familiar to generations of Filipino families.

As the event spread, it became a powerful intergenerational moment. Grandparents swaying to OPM classics, parents introducing their children to Filipino street food, young adults rediscovering their roots through music and community, Late Night Madness turned a grocery store into a cultural home.

“Our culture is rich and full of incredible talent,” said Patricia Francisco, Director of Digital Marketing and Events. “What makes these nights special is seeing the whole community come together. Every generation shows up, celebrates, and connects through food, music, and shared pride. We are intentional about making Seafood City a cultural hub where Filipino talent and Filipino joy can shine.”

The menu remains one of the biggest highlights. Guests can expect street food staples like kwek kwek, isaw, fishballs, and red hotdog, paired with exclusive pop up creations such as pandesal sliders, Lumpia Overload, crispy chicken skin, tropical coolers, and freshly chopped lechon prepared on the spot.

Excitement for the Chula Vista stop surged instantly. Even before the DJ lineup was announced, the event filled up through the SFC Plus App simply by word of mouth. Seafood City is exploring ways to open more slots to meet overwhelming demand.

“Our customers deserve the best from us,” said Seafood City President Matt Go. “We are working hard to improve how we serve by introducing new experiences and expanding our digital tools like the SFC Plus App so our community can shop, order, and stay connected more easily than ever.”

Chula Vista joins North Hills, Milpitas, Daly City, and several Canadian stores as part of the final Late Night Madness events of the year.

Stay updated through Seafood City’s social media channels and download the SFC Plus App to reserve free tickets.