Turning Filipino flavors into national pride
The world does not necessarily need another ice cream. It could, however, always make room for one that remembers exactly where it came from.
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The world does not necessarily need another ice cream. It could, however, always make room for one that remembers exactly where it came from.
Share
LATIK-LATIK.
Ice cream rarely carries the weight of national identity. Most of the time, it is simply a pleasant relief to a hot Philippine afternoon. That touch of a cold sweet treat that quickly runs out before you have properly thought about it. Every now and then, though, someone insists on adding more scoops of ambition.
Marcelo’s Microcreamery has just done exactly that.
The Filipino artisan brand recently took home the Best Specialty & Gourmet Frozen Dessert of the Year award at the 2026 Katha Awards, the Department of Trade and Industry-backed recognition for product design and craftsmanship. Awards are, of course, lovely things. They gather shelf dust with remarkable efficiency. The more interesting story is what earned the trophy in the first place.
Rather than chasing the increasingly crowded parade of salted caramel, pistachio or whatever flavor social media has collectively decided to obsess over this month, Marcelo’s has doubled down on desserts that Filipinos already know by heart with Bilo-Bilo, Latik-Latik, Mangga’t Suman landing in your table in ice cream form. These are not gimmicks masquerading as innovation. They are familiar stories simply being told in another language.
“This isn’t just a win for me, it’s a win for Filipino culture. Our flavors now sit at the forefront of the conversation. This is a testament that our flavors fit the competitive landscape of local and global innovation,” founder John Marcelo said.
The ingredients begin where they probably should, with lush Filipino farms rather than cold and pale laboratories. Coconuts, fruits and local produce anchor the recipes, a reminder for diners that craftsmanship often starts long before anyone picks up a spoon.
“It is daunting, but I want to showcase my heritage not just to our kababayans here, but to our kababayans everywhere,” Marcelo said. “I am so excited for this to reach the hands of our fellow Filipinos abroad where our flavors bring them back to a taste of home, even just for a moment.”
There is something quaintly reassuring about that ambition. The world does not necessarily need another ice cream. It could, however, always make room for one that remembers exactly where it came from.
