There Are 10,000 People Waiting for These Filipino Doughnuts. That’s No Surprise.

has grown into a mini-chain with four locations in California, all doling out hot pandesal and white loaves swirled with ube, cheese, or mongo .

Even as food with Filipino ingredients became more widely available , baked goods stayed mostly within the Filipino community. But with the rise of Instagram bakeries and other online platforms during the pandemic, more people are actively seeking out these treats. “They were unlike anything I had ever seen,” says EmJ Hova, a private tutor who discovered Kora on social media. “The doughnuts looked like a work of art. The vibrancy of the colors, the flavors, and just the story that Kim was bringing with her Filipino history and her grandmother, everything spoke [to me].”

Filipino flavors and ingredients stand out in the landscape of beige baked goods on our Instagram feeds, which is part of the reason why Camara thinks they do so well on the platform. “I’m not surprised,” she says. “You can’t help but notice that vibrant purple hue when scrolling through your feed.”.

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