DALY CITY, Calif. — In a city often called the “Pinoy capital of the Bay Area,” the arrival of a new Seafood City on Southgate Avenue this week marks more than a business milestone. It represents a reaffirmation of cultural pride, economic opportunity, and intergenerational community ties.
This latest addition brings the number of Seafood City locations across the U.S. and Canada to 38, according to the company’s official count. It is more than just a supermarket. It is the latest evolution of a brand that has become both a cultural anchor and an economic bridge for many Filipino Americans.
Founded in 1989 in National City, California, Seafood City began as a modest grocery serving recent Filipino immigrants seeking the flavors of home. Over the past three decades, it has expanded across the West Coast, Hawaii, the Midwest, and parts of Canada becoming one of the most visible and trusted Filipino-owned retail brands in North America.
Though the public opening was held on July 31, anticipation began earlier during a community night that welcomed local leaders, longtime residents, and cultural advocates. Guests previewed the updated layout, enjoyed food tastings and experienced live music and cultural performances, underscoring the brand’s long-standing commitment to community connection.
Located in a region where nearly one in three residents identifies as Filipino according to the U.S. Census Bureau, the Daly City location is designed to serve both tradition and transition. It offers Filipino staples sinigang, but also adapts to modern needs. Layouts are more open, signage reflects bilingual comfort and the food hall pairs heritage eateries with younger culinary players, mirroring the evolving palate of bicultural Filipino Americans.
Matthew Go, president of Seafood City, called the opening a reflection of the broader Filipino American journey. “It’s not just about what we sell. It’s about creating spaces where Filipino identity can be preserved, celebrated, and adapted for future generations,” he said in remarks during the event.
This generational approach is also reflected in services offered beyond groceries. SFC+ Remit, powered by BDO Remit USA, allows customers to send money home efficiently. An on-site desk for SMDC Prime also caters to families investing in property back in the Philippines, evidence of how the diaspora’s ties remain strong, both emotionally and economically.
Company leadership has often emphasized that their mission extends beyond transactions. Each store is viewed as a gathering place, a space where Filipino Americans can reconnect with their roots, share cultural moments, and build new memories with the next generation.
For Daly City residents, the store stands as a tangible reminder of how far the community has come and how it continues to grow, thrive, and redefine its place in the American cultural and economic landscape.
Seafood City Daly City is located at 1420 Southgate Avenue, Daly City, CA 94015
(In the former St. Francis Square)