Abi Marquez for Vogue Spotlight. Photographed by Kieran Punay for Vogue Spotlight January 2025
In this month’s Vogue Spotlight, Webby Award-winning TikTok content creator and “Lumpia Queen” Abi Marquez talks about her favorite parts of the creative process and her love language: food.
Since she was a child, Abi Marquez loved sharing. “I was really the kid who gave away her baon, you know?” she recalls. “I would take the whole Durabox of baon and share it with my playmates, like, ‘Guys, let’s get snacking together!’”
Whether it was through this, preparing snacks for guests without being asked, or hosting gatherings for her fellow food creators, Marquez’s relationship with food has always been rooted in generosity and connection. Fast forward two decades, with her at 24 years old, that same passion has propelled her to become one of the most recognizable food content creators on TikTok. With millions of followers and a Webby Award under her belt, Marquez is dubbed the “Lumpia Queen” for her inventive takes on Filipino dishes, particularly with spring roll wrappers. Her videos feature playful reinterpretations of beloved Filipino food which encapsulate her knack for using accessible ingredients to recreate nostalgic flavors.
Yet Marquez’s work extends far beyond quirky recipes. “Food is my love language,” she says. “It’s the way I show I care. My idea of fun is eating together, and my idea of helping people is teaching them how to enjoy food better at home.” For Marquez, the creative process is as layered as the dishes she deconstructs. “When I make my videos, I experiment a lot. I like to add twists to what a traditional Adobo or Sinigang would look like,” she explains. “But my favorite part is understanding the layers and structure of a dish. If I want to add a twist, I’ll think about what other types of acid I can incorporate to elevate the dish while keeping it familiar.”
This methodical yet playful approach is what endears her to followers who eagerly await her “What happens if we make ___ with lumpia wrappers?” experiment. Marquez’s recognizable cadence and hooks create a sense of discovery, inviting viewers to reimagine Filipino cuisine with her.
Marquez’s content has since cultivated a vibrant community. Her videos are a melting pot of nostalgia, cultural pride, and culinary curiosity, sparking conversations in the comments section that extend beyond the recipes themselves. As a young creator, Marquez also recognizes the responsibility of representing her culture on a global stage. “I didn’t start out thinking my videos would have this kind of reach,” she previously told Vogue Philippines. “But as my audience grew, I realized how well-received Filipino food is globally. That’s when I knew I had a purpose.”
Marquez’s advocacy extends to showcasing regional dishes that often go unnoticed. “What I’m most excited about is when people discover all the other great dishes that Filipino cuisine offers, especially in provincial areas,” she says. “There are so many diverse ingredients and techniques we don’t usually see.”
Among her favorite categories to explore is kakanin, an umbrella term for rice-based Filipino desserts. “I’m a dessert person,” she beams. “I hope we can include it in all the Filipino food conversations happening globally.”
Her love for food is rooted in a larger goal: to preserve and promote Filipino culinary traditions while adapting them to the digital age. Her Webby win is a career milestone she holds close to her heart. “I’m so honored because not only do I get to represent my country on an international stage, but Filipino food brought me there,” she says.
Looking forward, Marquez continues to thrive in a space she carved out for herself. Her recipes on Tiktok may be quick and easy, but her impact on Filipino food culture is anything but simple. Through her work, she invites the world to experience the joy, history, and community that Filipino cuisine has to offer.
Abi wears UNIQLO shirt and trousers, CARL JAN CRUZ skirt (worn as an overlay, and shoes and earrings from the stylist’s archive.
Photographs by Kieran Punay of KLIQ. Videography by Excel Panlaque of KLIQ. Digital Editor: Jacs Sampayan. Associate fashion editor and styling by Carlos Mangubat. Makeup by Kim Roy Opog. Hair by Arthur Tolentino. Produced by Bianca Zaragoza and Divine Lorenzo. Production Assistant: Bradly Hao. Fashion Associate: Neil de Guzman. Digital Associate Editor: Chelsea Sarabia. Digital Multimedia Artists: Bea Lu and Myc Priestley. Digital Content Writers: Celine Lagundi and Daphne Sagun.
