UNDISCOVERED SF

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.

08/29/2026

Do you want to get more involved in the business development of the Filipino Cultural District? Are you an entrepreneur with a business already up and running?

✦ The UNDSCVRD Entrepreneur Summit kicks off our 10th season celebration. Connect with fellow entrepreneurs, exchange ideas, and help shape the next 10 years of Kultivate Labs and the future of our entrepreneurial ecosystem.

*Space is limited — apply at undiscoveredsf.com. Accepted applicants will be notified by Sept 15.

UNDSCVRD Entrepreneur Summit
📅 September 29 | 6:30–9:30PM
📍 Brave New Spaces, San Francisco

✦ As Kultivate Labs marks 10 years of building economic opportunity in the Filipino Cultural District in San Francisco, we’re entering a new chapter — one that expands beyond the district to support entrepreneurs across San Francisco and beyond, while staying rooted in our Filipino community.

✦ We don’t want to shape that next chapter alone. This is an evening of networking, conversation, and collective visioning — bringing together Filipino, Black, Indigenous, and other entrepreneurs of color — founders, creatives, and community leaders — to help us figure out where we go next.

The night includes:
→ Networking, bar + bites
→ Entrepreneur presentation
→ Focus groups on AI + entrepreneurship, Kapwa Gardens 2.0, and growing the Filipino business ecosystem
→ Walking tour + sneak peek at what’s next

✦ Now is the time to vision & grow together:
apply at https://luma.com/hytm73p5

FilipinoCommunity

08/28/2026

Entrepreneurship is one of many ways to build wealth in local communities. 10 seasons ago, we started with this simple belief.

That belief has been the foundation of every vendor we’ve welcomed through UNDSCVRD’s night markets & events. From Day 1, this wasn’t just a market. We’ve provided our vendors access to skill-set building workshops, mentorship, and access to branding, accounting, legal, and crowdfunding support — because we didn’t just want to give people a table. We wanted to grow & build an ecosystem with our vendors, and to bring awareness to the tenacious SoMA Pilipinas Filipino Cultural Heritage District here in San Francisco.

In 2019, the City and County of San Francisco recognized what our community already knew — this work matters. But we said it then and we mean it now: we were just getting started.

A decade of Filipino American culture, community, and entrepreneurship — and none of it happens without the makers, the chefs, the creatives who showed up and grew with us.

We are because you are. 🩵💜🇵🇭 We’re so proud of you all for growing, building, expanding and sharing these fond memories of UNDSCVRD. Let’s continue to build and grow together!

FilipinxEntrepreneurs

08/08/2026

APPLICATIONS ARE LIVE 🌟UNDSCVRD 2026 is looking for retail and food & bev vendors to join us for Season 10 — and we want you at the table.

Two opportunities to vend with us:

✦ Hub 2 · Night Market — Oct 24, Ritch St · 4–10PM
✦ Hub 3 · 10 Year Anniversary Gala + Mahal Mural Unveiling — Nov 13, Jessie West / Sentro Filipino · 6–10PM

🌱For a decade, UNDSCVRD has been a launchpad for emerging creatives, makers, food & business savvy entrepreneurs rooted in our Filipino culture. Don’t miss your chance to be part of the season that marks ten years of community, creativity, and SoMa Pilipinas.

Application deadline: Fri, Aug 28
Apply now at undiscoveredsf.com

08/01/2026

📣RUN IT BACK • UNDISCOVERED SF returns to SoMa Pilipinas Filipino Cultural Heritage District this fall — celebrating a decade of Filipino American culture, community, and entrepreneurship across three unforgettable events each month • COMING SOON FALL 2026

• Sept 29: HUB 1 — Filipino Entrepreneur Summit · Brave New Spaces, 447 Minna St

• Oct 24: HUB 2 — Night Market · Ritch St, SoMa Pilipinas

• Nov 13: HUB 3 — Gala + Mahal Mural Unveiling · Jessie West / Sentro Filipino

🔔 Turn your notifications on as we announce more event info and ways you can participate: vendors, partners, volunteers, performers, etc.

🔗 undiscoveredsf.com

07/19/2026

MAHAL is electric ⚡️ One of our favorite community art projects hidden in plain sight — the ABAKADA utility boxes in SF’s Filipino Culutral District.

Since 2020, the full Filipino alphabet — all 20 letters — has been written into the streets of SOMA Pilipinas . Each utility box carries two letters: the Tagalog word, its Baybayin script, and the Hinabi textile patterns of indigenous Filipino communities.

We went looking for all 10 boxes. Some we found. Some were blacked out. Some we couldn’t locate.

Can you help us find the rest of the ABACADA letter utility boxes? Let us know in the comments 👇

Art by Mel Vera Cruz (Mel Vera Cruz ) in collaboration with FEC FEC Galing Bata families + South of Market Community Action Network.

Learn more: somcan.org/welivehere

07/11/2026

🕯️Celebrating the Life of Tita Pearl Parmalee
Join us in honoring a beloved mentor and pillar of our Filipino food and small business community. We’re inviting Filipino organization leaders, community members, and the businesses Tita Pearl mentored and inspired to come together and celebrate her legacy - and we’d be so grateful if you could share this with your own community too

Saturday, July 11, 2026
1:00 PM - 6:00 PM
9 , 288 9th Ave Suite A, Oakland, CA 94606

07/05/2026

the jeepney on the cover of Toro y Moi’s Mahal now lives in San Francisco — a real cultural asset of the city’s Filipino district?

It starts with a broken-down Tesla.
In Goes By So Fast: A MAHAL Film (2022, dir. Harry Israelson), Chaz Bear’s Tesla dies in the tech capital of the world, and what comes to the rescue is a jeepney older than the tech that replaced it — Eric André at the wheel.

Chaz Bear — the Oakland artist who helped invent chillwave in 2010, then refused to sit still — found the real thing on eBay during lockdown and made it a rolling stage. Then he let it go.
In 2023, he handed the keys to SOMA Pilipinas — the jeepney becoming a cultural asset of the district and kicking off that year’s UNDSCVRD season. The vehicle that named his album found a home in the neighborhood the film had only been dreaming.

Mahal: beloved, expensive, care. A jeepney built from what the war left behind, carried across the Pacific, kept alive in a new city. That’s the work of love — you tend to what matters so it outlives you. The car, the records, your community, the word mahal itself. Feels like .
⎯⎯⎯
Goes By So Fast: A MAHAL Film (2022) · dir. Harry Israelson
starring Eric André, Chaz Bear & Freddy Anzures
Mahal out now on Dead Oceans → stream/buy: toroymoi.deadoc.co/mahal

📍a cultural asset of SOMA Pilipinas · Toro y Moi

06/28/2026

Crate-digging our archive, we pulled up ISIP — the mixtape soundscape ET IV built for the first Undiscovered SF mixtape in 2020. ASTIG Sound founder, Balay Kreative alum, is a selector’s selector. We’re highlighting a handful of deep cuts threaded with mahal. Kat Magic’s Slowly over Pasta Groove’s MPC haze. The sweet-soul holy grail of SSS Koffee. rhxanders bending a vocoder into a confessional. Pele Durian Funk’s Kita — a Mindanao interlude that means us, together. W.A.L.A’s One For Ateh, devotion folded into negative space. Love as confession, as slow burn, as kinship. Just a few off a much deeper mixtape featuring the sounds from Philippines & the diaspora.

Go play ISIP in full. ISIP by ET IV, via ASTIG Sound.
https://on.soundcloud.com/79B0SJcrxHNm7HmeuV

What are you listening to during ?

Address

598 Stevenson St.
San Francisco, CA
94103

Website

http://undiscoveredsf.com/

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