UNDISCOVERED SF

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A curated collection of emerging artists and merchants that celebrates the rich cultural heritage of the SOMA Pilipinas district.

UNDISCOVERED SF is a monthly curated collection of emerging artists and merchants that celebrates the rich cultural heritage of the SOMA Pilipinas district located in the heart of San Francisco's South of Market neighborhood. Launching August 18, 2017, UNDISCOVERED will unveil to the world the emerging culture of Filipino-Americans (and beyond) involved in music, visual arts, fashion, design, retail, food, technology, social activism, and health & wellness and every third Friday after.

10/22/2026

🔥🍴 COME HUNGRY, LEAVE HAPPY!

Where the foodies at?! UNDSCVRD is serving up bold flavors, cultural favorites, and creative culinary fusions from local businesses bringing their own stories and traditions to the table!

From Filipino comfort food and family recipes to flavorful fusion dishes and small-batch specialties, there’s something delicious waiting for everyone.

Behind every dish is a story of family, heritage, creativity, and entrepreneurship. We’re grateful to celebrate these hardworking businesses nourishing our communities, one delicious bite at a time!

SWIPE THROUGH TO MEET SOME OF OUR FOOD VENDORS! 🔥

This is 10 Years of UNDSCVRD — and we’re taking it back to where Filipino cultural nightlife was born. Come hungry for the food, stay for the culture, and let AM set the vibe.

📅 Saturday, October 24, 2026
⏰ 4 – 10 PM
📍 Victory Hall, 330 Ritch St, San Francisco
🎟️ RSVP free: luma.com/raipa01b

FilipinoFlavors

🌮 Merkado — A restaurant and community hub in the heart of SOMA celebrating the fire-cooked flavors of Yucatán and Jalisco. Don’t miss their braised beef leg bowls!

🍢 Fely Aquino Guerrero — A family-owned Filipino-Asian fusion business sharing recipes made with love! Come enjoy their flavorful dishes and delicious BBQ sticks.

🇵🇭 Kusinanijavenjesel — Bringing authentic Filipino flavors and creative fusion dishes to the community! From Filipino favorites to their mouthwatering bone marrow tacos, there’s something for every craving.

🌶️ Chung-Masina LLC — Bringing the heat with small-batch chili oil packed with bold flavors and just the right kick! Perfect for everyday meals and even fruit, with options for vegetarians and spice lovers alike.

Come hungry and meet our line up of participating food vendors:
✦ Fely’s Cuisine
✦ Lady Victory
✦ Little Skillet
✦ Merkado
✦ Mestiza
✦ Pinoys Place
✦ Señor Sisig
✦ SYOM Chili Oil

From Filipino comfort food and sizzling BBQ to creative fusion dishes, flavorful bowls, handcrafted cocktails, and spicy specialties, there’s something to satisfy every craving.

10/21/2026

🛍️✨ WEAR YOUR CULTURE, EXPRESS YOURSELF AT UNDSCVRD!

We’re grateful to partner with these incredible makers, artisans, and small businesses who continue to celebrate Filipino identity, honor cultural traditions, and reimagine how we carry our heritage into everyday life. 💛

✨ MEET OUR STYLE / HERITAGE RETAIL VENDORS!

✦ Native Sol Native Sol
✦ Katha Collection Katha Collection - Bay Area, CA
✦ YAS Queen YAS Queen
✦ Mie Makes 🇵🇭|Stickers, Apparels, Accessories
✦ Mabuhay Vibes Albert Rivera

From thoughtfully crafted pieces to bold statement designs, discover something that speaks to your story while supporting the creatives and entrepreneurs who make our communities so vibrant!

Swipe through to meet the makers and explore the creativity, culture, and Filipino pride they’re bringing to UNDSCVRD! 🫶🏽

BayAreaMakers

Native Sol ✨ Handmade clothing and jewelry rooted in sustainability, culture, ritual, and storytelling. Each creation celebrates intentional craftsmanship and the stories we carry.

Katha Collection - Bay Area, CA ✨Meaning “story” in Filipino, Katha Collection curates clothing, jewelry, and accessories made with love by artisans across the Philippines, weaving heritage and craftsmanship into contemporary style.

YAS Queen ✨ A creative lifestyle brand celebrating Filipino culture, hip-hop, community, and self-expression through original apparel, accessories, and art-inspired goods.

🇵🇭|Stickers, Apparels, Accessories ✨ A Filipina-American-owned small business celebrating Filipino heritage through apparel, stickers, and accessories inspired by traditional patterns, cultural symbols, and modern creativity.

Albert Rivera ✨ Inspired by the warmth and vibrant spirit of Filipino culture, Mabuhay Vibes blends traditional influences with contemporary streetwear and casual apparel.

This is 10 Years of UNDSCVRD — and we’re taking it back to where Filipino cultural nightlife was born. Come shop and meet incredible community of vendors, stay for the culture, and come vibe.

📅 Saturday, October 24, 2026
⏰ 4 – 10 PM
📍 Victory Hall, 330 Ritch St, San Francisco
🎟️ RSVP free: luma.com/raipa01b

10/20/2026

The vibe is set. DJ Vieux Carré is on the lineup at UNDSCVRD Golden Hour Night Market in partnership with Victory Hall . 🌅🎶

Anne Marie Ceralvo Born and raised in Vallejo and now rooted in Oakland, Anne Marie — aka “AM” — grew up in a household where music was everything. From Classical and Oldies to R&B and Hip Hop, her range is as deep as her roots. No matter the venue, the clientele, or the occasion, she believes in setting a vibe that makes every host and every attendee feel welcomed, comfortable, and taken care of.

When the room is having fun and the music hits just right — she’s happy. And that energy? You feel it.

This is **10 Years of UNDSCVRD** — and we’re taking it back to where Filipino cultural nightlife was born. Come hungry for the food, stay for the culture, and let AM set the vibe.

📅 Saturday, October 24, 2026
⏰ 4 – 10 PM
📍 Victory Hall, 330 Ritch St, San Francisco
🎟️ RSVP free: luma.com/raipa01b

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** SomaPilipinas FilipinoCommunity NightMarket DJSet SanFrancisco**

10/20/2026

hooCHi ♔ is in the house! ✨🎧

Blessing us with her style & grace at the Golden Hour Night Market — a San Francisco-based open-format DJ and promoter who commands dance floors across the Bay Area, hooCHi blends high-energy R&B and throwback hip-hop with deep house and electronic club sounds. She shapes unique nightscapes built on dance floor energy and curated sound design, seamlessly shifting speeds to keep the room moving. An immersive, unmissable experience every time she steps into the booth.

This is 10 Years of UNDSCVRD — and we’re taking it back to where Filipino cultural nightlife was born. Come hungry for the food, stay for the culture, and let hooCHi take it from there.

📅 Saturday, October 24, 2026
⏰ 4 – 10 PM
📍 Victory Hall, 330 Ritch St, San Francisco
🎟️ RSVP free: luma.com/raipa01b

SomaPilipinas FilipinoCommunity NightMarket DJSet SanFrancisco

10/18/2026

A local legend is coming home to Ritch Street, 🌅🎧 UNDSCVRD Golden Night Market in partnership with Victory Hall .

Boogie Brown has been a fixture in Bay Area nightlife since 1989 — born and raised in San Francisco, schooled in the city’s mobile DJ scene, and shaped by hip-hop’s golden era and the Bay’s legendary turntablist culture. With decades behind the decks, his musical versatility, turntable technicality, and energetic mixing style have made him one of the Bay’s most celebrated party rockers.

If you were in the Gods and Monsters Room at UNDSCVRD 2018, you already know. He came back for the 2024 Block Party on the Executive Order Stage — and now he’s returning for the Golden Hour Night Market. A member of the prestigious Triple Threat DJs alongside Apollo, Shortkut, Vinroc, Kool Raul, and Kid Dee, Boogie Brown is a name woven into the DNA of this event. Whether it’s hip-hop, reggae dancehall, soul, or R&B, he knows exactly how to move a room.

This is 10 Years of UNDSCVRD — and we’re taking it back to where Filipino cultural nightlife was born. Come hungry for the food, stay for the culture, and get ready to move your feet.

📅 Saturday, October 24, 2026
⏰ 4 – 10 PM
📍 Victory Hall, 330 Ritch St, San Francisco
🎟️ RSVP free: luma.com/raipa01b

SomaPilipinas FilipinoCommunity NightMarket DJSet TripleThreatDJs

10/18/2026

Nothing Lasts Forever is pulling up to the Golden Hour Night Market, and you’re going to want to be there for this one. 🌅✨

Nothing Lasts Forever is an independent streetwear and lifestyle clothing brand centered around the philosophy that “everything is temporary.” Empowering you to take action on your passions because we have one life, Nothing Lasts Forever! Embrace the moment and have gratitude for what you have.

Shop their latest collection & more at UNDSCVRD Golden Hour Night Market in partnership with Victory Hall.

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NOTHING LASTS FOREVER: THE FILM

A FILM ABOUT GIRLHOOD, FRIENDSHIP, AND GROWING UP. NOTHING LASTS FOREVER IS MORE THAN JUST A CLOTHING BRAND. IT’S ABOUT THE PEOPLE WE GROW WITH, THE COMMUNITIES WE FIND OURSELVES IN, AND THE MOMENTS WE WISH WE COULD HOLD ONTO A LITTLE LONGER. SEEN THROUGH THE NOSTALGIC LENS OF 2014 FILM TRAILER, THIS CAMPAIGN IS AN INVITATION TO LOOK A LITTLE CLOSER AT THE PEOPLE AROUND US AND TO CHERISH THE ORDINARY MOMENTS THAT ONE DAY BECOME MEMORIES.

NOTHING LASTS FOREVER, BUT THE MEMORIES STAY WITH US.

TALENT: torrey, tori, tor ☆ Cemelli Yatsil Espitia Lina

director: Lynette Silva Esparza
executive producer: vince
producers: Brandon Gagante | Bay Area Photographer | Videographer | Poet Lynette ☽
dp/colorist:
editor: antonia čupić
production designer: bridget hawkley 🎱
stylist: FARIDA ATTA
production assistant:

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Hub 2: Golden Hour Night Market
📍 Victory Hall + Ritch Street Alley, SoMa SF
🗓️ October 24 | 4–10 PM
🔗 RSVP link in bio

10/17/2026

Marky got the vibes for the Golden Hour Night Market in partnership with Victory Hall 🌅🎧

We’re bringing high-energy, multi-genre, soulful sound to Ritch Street — old-school R&B, bouncy club rhythms, electronic textures, and vocal-driven edits that feel nostalgic and forward-moving all at once.

With over eight years behind the decks, Marky Method builds sets around feeling, movement, and atmosphere. As the sound behind Brews & Bounce, he’s made a name for creating moments that bring people together through rhythm, craft drinks, and real community connection. What started as a coffee shop party has grown into something much bigger — and he’s bringing all of that energy to Ritch Street.

This is 10 Years of UNDSCVRD — and we’re taking it back to where Filipino cultural nightlife was born. Come hungry for the food, stay for the culture, and get ready to move your feet.

📅 Saturday, October 24, 2026
⏰ 4 – 10 PM
📍 Victory Hall, 330 Ritch St, San Francisco
🎟️ RSVP free: luma.com/raipa01b

10/16/2026

The The Top Chefs 👩🏿‍🍳👨🏾‍🍳👨🏼‍🍳👩🏾‍🍳👨🏻‍🍳🧑🏽‍🍳👩🏼‍🍳 are pulling up to the Golden Hour Night Market. 🌆🎷

We’re bringing live powerhouse energy to Ritch Street for one of the most genre-bending sets you’ll hear all year — hip-hop, jazz, R&B, and soul, woven together live on stage and in the air.

Known for launching the legendary Live On The Stoop platform, the Top Chefs know how to command a room — mixing original music, deep soul cuts, and your favorite early 2000s throwback classics into something that just moves people. Festival stage or intimate set, they always deliver.

This is 10 Years of UNDSCVRD in partnership with Victory Hall and the legendary 330 Ritch street alley. Come hungry for the food, stay for the culture, and get ready to move your feet.

📅 Saturday, October 24, 2026
⏰ 4 – 10 PM
📍 Victory Hall, 330 Ritch St, San Francisco
🎟️ RSVP free: luma.com/raipa01b

10/15/2026

🚨10 Days Counting Down! Tag your barkada. 🔥 The Golden Hour Night Market: 10 Years In The Making — and we’re bringing night market energy at the Ritch St Alley in partnership with Victory Hall 🌆✨

📅 Saturday, October 24 | 4 PM – 10 PM
📍 330 Ritch Street, SoMa SF

Ten years in, we’re coming back to where Filipino cultural nightlife was born — back on Ritch Street, back in the heart of the Filipino Cultural Corridor. We’re so grateful for this special edition of UNDSCVRD!

🎤: Our favorite DJ & Emcee for the event, Fran

✦ Music
Live DJ sets by hooCHi ♔ , Anne Marie Ceralvo , Marky and Boogie Brown — plus a live performance by The Top Chefs 👩🏿‍🍳👨🏾‍🍳👨🏼‍🍳👩🏾‍🍳👨🏻‍🍳🧑🏽‍🍳👩🏼‍🍳 of Live On The Stoop . 🎶

✦ Food
Eat your way through the market with MESTIZA , Little Skillet , Señor Sisig , Cafe 86 , Merkado , and more of your favorite local chefs & food trucks.

✦ Retail
Shop a curated marketplace featuring Malaya Botanicals , Nothing Lasts Forever , Native Sol , Sunkissed Pinay® ✨️ Filipino Jewelry , I ❤️ PINAYS ™ and more community-grown businesses.

🎨 History Exhibition
Step inside Victory Hall for an art exhibition honoring the legacy of 330 Ritch — the legendary nightclub that made this block pulse after dark.

🎟️ FREE. All ages. (21+ afterparty from 10 PM – 1 AM)

Secure your spot → link in bio
🔗 https://luma.com/raipa01b

Come hungry. Come ready to move. Come discover. 🇵🇭✨

Collage flyer by: Consultancy • Creative Agency

FilipinoFood BayAreaEvents Barkada

10/13/2026

OG status confirmed. ❤️‍🔥🏆 Señor Sisig has been riding with UNDSCVRD since Day 1 — back when we were just getting started at the Mint Plaza! Their sought after food truck we’ll be joining us next Saturday, 10/24 at the Golden Hour Night Market in partnership with Victory Hall .

Over a decade of serving the Bay their signature take on the classic Filipino delicacy. We’re talking Sisig Burritos, Sinigang Wings, and bold remixes of traditional Filipino flavors into innovative dishes everyone can enjoy — fresh, flavorful, and made to order. They didn’t just build a loyal following. They helped define what Filipino street food tastes like in San Francisco.

And if you needed any more proof they’re the real deal? They’re now an official retail partner of the Golden State Warriors at Thrive City. The OGs level up different. 👀🔥🇵🇭

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Hub 2: Golden Hour Night Market
📍 Victory Hall + Ritch Street Alley, SoMa SF
🗓️ October 24 | 4–10 PM
🔗 RSVP link in bio

🎥: kiko

Address

598 Stevenson St
San Francisco, CA
94103

Website

http://undiscoveredsf.com/

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