Celebrating Manang Rosing and the Spirit of the Balikbayan Tradition
19 December 2024
This Christmas, I visited Manang Rosing, a pioneer of the Filipino-Canadian community and owner of Toronto’s oldest Filipino store. Her decades-long legacy of service and resilience was recently celebrated in Coca-Cola’s Balikbayan campaign, honoring her role in bridging distances and keeping Filipino traditions alive.
A Heartwarming Visit
Christmas has always been a time of warmth and reflection for me. This year, amidst the holiday buzz, I took a trip down memory lane to visit an old friend—Manang Rosing, the owner of the Philippine Oriental Food Market, the oldest Filipino-Canadian convenience store in Toronto.
Manang Rosing is more than just a business owner. She’s a pioneer, a storyteller, and a symbol of service to our kababayan (compatriots).
Walking into her store felt like stepping back in time. The familiar sight of Filipino grocery items mixed with the festive decorations warmed my heart. I first met Manang Rosing during my days working for one of the oldest remittance companies serving the Filipino-Canadian community. Back then, she was one of my most trusted agents. Together, we helped countless Filipino-Canadians send money home to their families. Each transaction carried a story of hope, love, and sacrifice.
This visit wasn’t about work, though. It was simply to wish her Maligayang Pasko (Merry Christmas) and catch up on old times. When she shared some exciting news with me, I couldn’t help but feel proud. Coca-Cola recently featured her in their Balikbayan campaign, recognizing her store as a cornerstone of the Filipino-Canadian community. As part of the campaign, they transformed the Philippine Oriental Food Market into a giant Balikbayan box—a creative and touching tribute to her legacy.
Remembering the Days of Service
Manang Rosing and I reminisced about the days when sending money home was a lifeline for so many Filipinos. Each transaction came with a story: the caregiver sending her paycheck to her parents in the province, the factory worker saving for her sibling’s tuition, or the couple building their dream home back in the Philippines.
We weren’t just facilitating transactions—we were bridging distances and connecting hearts.
Now, decades later, Manang Rosing still serves the community with the same dedication, this time through Balikbayan boxes. Partnering with Coca-Cola and Atin-Ito, she helps families send gifts back home—boxes filled with treats, essentials, and tokens of love. These boxes are more than just packages; they are symbols of generosity and care.
The Balikbayan Box: A Tradition of Love and Resilience
For many Filipinos abroad, the Balikbayan box is a labour of love. It represents dreams, sacrifices, and the bond between family members separated by distance.
“When people send these boxes, they’re not just sending items—they’re sending pieces of their hearts,” Manang Rosing shared, her voice full of emotion.
Image Source: https://www.coca-cola.com/ca/en/media-centre/news/coca-cola-helps-bridge-distances-during-the-holidays-with-the-return-of-the-balikbayan-initiative
Pioneering the Filipino Grocery Business
Fifty-two years ago, Manang Rosing opened the Philippine Oriental Food Market with a simple vision: to give Filipinos in Canada a taste of home. What began as a small store has grown to include a wide range of Filipino groceries, services like remittances, and now, Balikbayan box shipping.
“It wasn’t easy,” she said. “There were times I wanted to give up. But I couldn’t abandon my customers—they’ve always stood by me.”
Her resilience is truly inspiring. Through economic challenges and shifting community needs, she has remained a pillar of support. Today, her store isn’t just a place to shop—it’s a place where Filipinos feel at home.
A Legacy Rooted in Community
Manang Rosing’s story is one of resilience and service. Her customers aren’t just patrons; they are like family. This deep connection is what makes her recognition in Coca-Cola’s campaign so meaningful.
“I owe everything to my customers,” she said with gratitude. “They’ve trusted me all these years, and I’m proud to still be here for them.”
A Heartfelt Conversation
As our conversation came to an end, I felt deeply moved by Manang Rosing’s story. Leaving her store, I couldn’t help but smile at the festive decorations and the cheerful faces of her customers. This visit wasn’t just a trip down memory lane—it was a celebration of a remarkable woman and the traditions that keep our Filipino spirit alive.
This Christmas, as we pack our own Balikbayan boxes or send remittances, let’s remember the love and sacrifices they represent. And let’s celebrate pioneers like Manang Rosing, who continue to nurture our traditions and strengthen our communities.
Maligayang Pasko at Manigong Bagong Taon sa ating lahat! Merry Christmas and a Happy New Year!
Disclaimer: The views and opinions expressed by the authors in this publication are their own and do not necessarily reflect the views of OTT Remit, OTT Financial Inc., and the OTT Group of Companies. This publication is provided for general information purposes only and should not be considered as exhaustive or comprehensive in covering all aspects of the discussed topics. It is not intended to replace seeking advice from a specialist or professional.
