At just 24 years old, Abi Marquez, better known as the “Lumpia Queen,” has risen to culinary stardom, captivating millions of food lovers and content creators worldwide. Abi’s meteoric rise to fame can be attributed to her innovative take on Filipino cuisine, transforming traditional dishes like Lumpia into global sensations. With her infectious energy and creative passion for food, she has redefined Filipino cooking for a modern audience, winning prestigious awards and accolades that place her among the top culinary influencers of her generation.
Abi’s success is marked by a series of achievements that have cemented her place in the culinary and digital space. She has earned a spot on Forbes’ “30 Under 30” Asia Class of 2024, received a nomination for the prestigious James Beard Award, and won the People’s Voice Award at the 28th Webby Awards. In 2023, she was crowned TikTok’s Creator of the Year for Food, after less than two years on the platform, where she quickly amassed over 8.3 million followers across TikTok, Instagram, Facebook, and YouTube. Her viral content, particularly her famous “Peach Mango Lumpia,” which garnered over 31 million views, has captivated a global audience, bringing Filipino cuisine to the forefront.
A Culinary Innovator Rooted in Tradition
Abi’s rise to culinary stardom is a testament to her unparalleled creativity, dedication, and influence in the digital space. Her content goes beyond recipes, acting as a celebration of culture, community, and creativity. Each dish she shares is a love letter to her Filipino roots, with a modern twist that keeps her audience coming back for more. Whether she’s reinventing classic Filipino dishes or experimenting with new flavors, Abi has become known for her ability to make traditional recipes fun and approachable for a global audience.
The journey to becoming the “Lumpia Queen” wasn’t one Abi set out on intentionally. Her first viral Lumpia video wasn’t even about traditional Lumpia—it was about frying marshmallows in Lumpia wrappers. One day, she saw marshmallows and Lumpia wrappers on the kitchen counter and decided to experiment. The video was meant to be a fun, casual post, but within three days of uploading it, the video had hit 1 million views. The unexpected success of this experiment sparked the idea to create a series of Lumpia videos, with her now-iconic “Peach Mango Lumpia” quickly becoming a fan favorite.
From that point on, Abi’s followers started challenging her to “Lumpia-fy” various dishes, which not only solidified her title as the “Lumpia Queen” but also opened up new avenues for her creativity. Her playful approach to reimagining classic dishes and her ability to engage her audience through interactive content have made her a household name in the digital food space.
A Global Sensation with a Filipino Heart
Abi’s love for Filipino cuisine runs deep. Born and raised in the province of Laguna, Philippines, she grew up surrounded by the flavors and traditions of Filipino food. Her passion for cooking led her to pursue a degree in Hotel, Restaurant, and Institution Management from the University of the Philippines, which she completed in 2022. Although her culinary journey took off on social media, Abi initially started her digital career by posting song covers. However, it wasn’t long before her love for food took center stage, and she transitioned into the culinary space.
What sets Abi apart from other content creators is her ability to stay authentic to her roots while making Filipino food accessible to a global audience. Her recipes, like the viral “Peach Mango Lumpia,” combine traditional Filipino flavors with a modern twist, introducing Filipino cuisine to new audiences around the world. Through her content, Abi showcases the rich diversity of Filipino ingredients and flavors, while also emphasizing the importance of sharing meals with family and friends—a hallmark of Filipino food culture.
“I’ve always had a deep connection to the dishes I grew up with,” Abi explains. “Filipino food is incredibly diverse, and it’s at its best when shared with others. I want to show the world how rich our culinary heritage is, and how our food brings people together.”
Collaboration with Culinary Giants and Celebrities
Abi’s rapid rise to fame has also attracted the attention of major celebrities and renowned chefs. Her collaborations with stars like rapper Saweetie, food influencer “Uncle Roger,” Michelin-starred chef Kevin Lee, celebrity chef Andre Rush, and TikTok sensation “Albert Cancook” have further elevated her profile in the food world. These partnerships highlight Abi’s unique ability to bridge the gap between cultural heritage and mainstream popularity, all while staying true to her Filipino roots.
“These collaborations have been amazing,” Abi says. “Each one has taught me something new, not just about food, but about content creation, representation, and how to engage with audiences on a larger scale. It’s been a privilege to work with these incredible people and learn from their expertise.”
Abi’s partnerships reflect her growing influence, not just in the food space, but as a cultural ambassador for Filipino cuisine. Her ability to blend tradition with modern innovation has made her a sought-after collaborator and a leader in the digital food community.
Looking Ahead: What’s Next for Abi Marquez?
Despite her rapid success, Abi remains grounded and focused on her mission to elevate Filipino cuisine on the global stage. “I’m always learning,” Abi says. “There’s so much more I want to do, and I feel like I’ve only just scratched the surface.”
Looking ahead, Abi has exciting plans for 2024 and beyond. She recently hosted a meetup for fellow food creators, where they shared insights and experiences from their content creation journeys. Abi plans to make these meetups an annual event, with the goal of inspiring more creators and promoting Filipino food on a larger scale.
In terms of content, Abi is eager to dive deeper into Filipino cuisine, featuring lesser-known dishes and regional specialties that showcase the depth and diversity of Filipino food culture. She is also planning travel content, where she’ll explore local cuisines at her destinations and share those experiences with her followers. Fans can also expect more international collaborations with fellow creators, as Abi continues to expand her culinary horizons.
One of Abi’s biggest goals for 2024 is to give back to the community that has supported her throughout her journey. “2024 has been an amazing year, and I know I couldn’t have achieved all of this without the support of my followers,” she says. “I’m planning a special thanksgiving event to show my appreciation, and I can’t wait to share more details soon.”
A Legacy of Creativity, Culture, and Community
Abi Marquez’s journey from a small-town girl in Laguna to an internationally celebrated chef and digital creator is nothing short of remarkable. Her success is a testament to her creativity, hard work, and deep love for Filipino food culture. Through her viral recipes, engaging content, and meaningful collaborations, Abi has not only put Filipino cuisine on the global map but also inspired a new generation of food creators to explore and share their culinary heritage.
As Abi continues to push the boundaries of what’s possible in the digital food space, one thing is clear: the “Lumpia Queen” is just getting started.
