Party in the Supermarket

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Party in the Supermarket

Just an hour's drive from Berkeley, California to Daly City can feel like quite the challenge, especially with the traffic here. For Kaithleen Apostol, this drive has become a bi-weekly routine. She insists that attending the Late Night Madness events at Seafood City supermarket is absolutely worth it. After her first experience celebrating Filipino History Month last October, this 28-year-old has returned three more times with her boyfriend and friends, even bringing her mom along. Her mother was not surprised to see a DJ in a Filipino supermarket. “Any gathering can turn into a party,” Apostol says about her culture. “No reason needed.”

At Seafood City, the checkout counters transform into DJ booths, yet the supermarket's format remains unchanged. The atmosphere buzzes with energy, featuring a menu inspired by street food. Shoppers dance while they shop, unlike other supermarkets that only blast music on weekends. The vibe at Seafood City is truly a musical community, where everyone joins in to celebrate their culture together.

A New Trend: Supermarkets Turned Clubs

The rapid rise of these events reflects a shift in social interaction, embracing alcohol-free entertainment while fostering community through cultural sharing. Apostol can hardly remember the last time she heard budots music, a genre originating from Davao, Philippines, in public. “It feels like a big family party from home,” she describes the Late Night Madness event at Seafood City compared to traditional clubs or bars. “There are moments when you're eating a plate of lechon and see everyone dancing together. I ran into a cousin I hadn't seen in ten years, and even my high school economics teacher. It was amazing.”

For DJ JP Breganza, this is exactly the goal. He made a name for himself by performing at unique venues like the Bay Area Cliffs and a golf course, after an Instagram user suggested he should “do this at Seafood City.” As fate would have it, his idea coincided with the launch of the supermarket's first night markets. Breganza was invited by the supermarket's marketing team to perform in Daly City.

Cultural Spread

The following night markets, held in honor of Filipino History Month, were organized in collaboration with the local nonprofit SF Kollective. The Late Night Madness events take place while the supermarket is open, aiming to attract a younger audience eager for new experiences. Over time, this trend has spread to other Seafood City locations across California and the West, including Nevada, Sugar Land in Texas, Canada, and most recently, Chicago. Faced with nightlife pressures, low wages, and “horror stories” about safety in clubs, Breganza was inspired to think differently and seek new opportunities. Seafood City, he says, believed in his vision of what a Filipino party could be.

“If you've ever lived in Filipino culture, we know how to throw a party anywhere and at any time to celebrate together,” he shares. “I play music to honor my feelings during family parties, but I want to connect with every generation. It's a culturally rich event, which makes it special. But you don't have to be Filipino to join in.”

Coffee Clubs: The Alternative Trend

Staying true to the pop-up style, these parties aren’t limited by the size of produce aisles or checkout counters. At MUNDO Soundsystem, the DJ trio of Guari, Rich Pascasio, and Flako (also known as Dos Flakos) have turned bodegas in the Bronx, New York into vibrant nightlife spaces inspired by cultural parties. As the bass thumps, the cooks behind the deli counter whipping up cheese sandwiches become as skilled as a hibachi grill. This DJ group saw hosting events in bodegas as a natural choice, realizing they recognized many familiar faces from performances in Brooklyn and Manhattan, but found a lack of party spaces in the Bronx.

“Bodegas are the heart of the community,” Guari shares. “You can buy anything there, meet different people, chat, and feel at home. There’s no separation from others.” Flako adds, “Its role in the community is really intimate.” They launched their first bodega party at the end of 2023 and have committed to preserving their identity and “do-it-yourself” philosophy since. In September 2025, MUNDO Soundsystem caught the attention of Tequila Cazadores, which partnered with them to kick off the Bodega Rave Tour with stops in San Francisco and Chicago.

Day Parties: Coffee and Music

But it’s not just party enthusiasts who are getting in on the action. Cafés across the country have also embraced the trend, upgrading sound systems and hosting daytime DJ events that feel like a party while allowing you to get home before 5 PM. “Coffee clubbing” has surged in popularity, with Eventbrite reporting a 300% increase in interest in Atlanta alone last year.

From the Coffeeton Party in Seattle connecting the Latino community in the Pacific Northwest, to Drip Collective in Chicago and Coffee Party ATL in Atlanta (along with many other events), the excitement goes beyond just coffee. These spaces and events are igniting a sense of intergenerational community. Organizers recognize the power of connecting attendees across different social strata through the universal language of music and dance. In doing so, they’re also supporting small businesses without the pressure of substance consumption or other unnecessary distractions.

Unlike underground parties, Santo Cafe inside Paraíso Taqueria & Mezcaleria in Washington, D.C. has attracted participants of all ages since launching its “coffee rave” events in July. Creative director and organizer Tahmina Ghaffer states her approach focuses on keeping the dance floor a place to “recharge, rather than just recover.”

“We want to have a daytime party where you don’t have to wait all day and battle fatigue at night, or resist a hangover the next day,” she explains. “You can enjoy a fun party on the weekend in a café during the day, creating a truly inclusive and accessible vibe. It’s for everyone.”

Stepping into the light from underground parties, perhaps the best party is just around the next aisle or on the corner.

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