Multi-award winning food content creator Abi Marquez. ARCHIVE

Lumpia Queen, content queen, Filipino food ambassador. Abi Marquez is serving global recognition and lumpia realness with heart and hustle. But behind the whirlwind of viral fame is a story rooted in warmth, family, and the comforting aroma of home-cooked meals. In an exclusive interview with Expat Media, Abi opened up about the childhood cravings, creative struggles, and career turns that brought her from her family kitchen in the Philippines to sharing a global culinary stage with Gordon Ramsay himself. Dive into our exclusive Q&A with Abi and discover her inspiring journey.

What was food like in your household as you were growing up?

I've always been captivated by food and cooking. I recall eating chicken nuggets for breakfast in front of the TV, often switching from Cartoon Network to the Food Network when I was just four or five years old. Even then, I was quite particular, insisting that my food be served warm, or I'd throw a tantrum. My parents encouraged my interest, never turning me away from the kitchen. They let me watch and sometimes even join in. My mother, the main cook, set a high standard for food that I still appreciate. She's an excellent cook. Once we got internet at home when I was six, I immersed myself in every online cooking game I could find.

Do you remember the first dish you ever cooked?

While I don't recall the very first dish I ever cooked, I have many fond childhood memories in the kitchen. These range from watching my mother prepare our daily meals to making pizzas with the entire family on weekends or even creating bizarre snacks for myself. I inherited my inquisitive nature and talent for experimentation from my father, an engineer. However, when it came to cooking, I didn't experiment much at the beginning. I focused on learning by following existing recipes and rules, especially since I started with baking. Experimentation came later, during my teenage years, when I became more interested in cooking than baking (due to our oven breaking), and as I gained a better understanding of ingredients, processes, and their interactions.

Did you ever consider taking the culinary school route, or has your journey been entirely self-taught?

I had always dreamed of attending culinary school but hesitated due to the cost. I also cherished a childhood dream of studying at UP Diliman, so I pursued the closest field to culinary arts: Hotel, Restaurant, and Institution Management. From that degree, I gained valuable conceptual knowledge. However, I believe experience has been my greatest teacher. Initially, I learned to cook by observing my mother, watching numerous cooking shows and tutorials as a child, and by experiencing countless recipe failures in my younger years. I consistently strive for excellence in everything I do. During the pandemic, I capitalized on free online cooking courses, and when possible, invested in MasterClasses led by Massimo Bottura, Thomas Keller, and Gordon Ramsay.

What was the moment you realized that social media could be your career?

I realized social media could be my career when I secured my very first brand deal. Initially, I started making TikTok videos for fun, to archive my recipes, and simply because I loved the process of creating videos. Fortunately, I found virality very quickly, perhaps after my third or fourth video. After a month of creating content for fun, I received an offer to host a live cooking session for a brand. In exchange, I was paid 10,000 pesos and given a box of products. I was amazed and couldn't believe I could earn money doing something I genuinely loved. This opportunity came at the perfect time, as I was in my final year of college and searching for a thesis or On-the-Job Training opportunity. Content creation gave me opportunities to work with real businesses and brands, which led me to make social media content creation the topic of my thesis. Six months after graduating, I was already earning enough to consider it a stable and viable career, so going full-time into content creation was an easy decision.

If you weren’t the “Lumpia Queen,” what do you think you’d be doing today?

I was considering accountancy or filmmaking, but I always planned to establish a food business in the future. If I wasn't known as the "Lumpia Queen," I believe I would be a hotel or restaurant manager, a common career path for graduates of my college program. I would also enjoy working in marketing or filmmaking. I have always loved storytelling and being creative, so working behind the camera and bringing stories to life would have been another dream path for me.

Apart from Gordon Ramsay, which celebrity collab has been the most memorable for you?

Collaborating with Uncle Roger (Nigel Ng) and Chef Andre Rush was absolute delightful chaos! The energy was incredibly fun and genuine, and they made me feel truly welcome. Honestly, we spent as much time laughing and having heartfelt conversations as we did filming. Working with omgadrian and Saweetie was also an exhilarating experience, as it was my first time collaborating with artists outside of the culinary world. It was really exciting to explore what we could create together.

What’s the one Filipino dish or ingredient you wish more people knew about?

Abi Marquez: Honestly, I've been recently amazed by many regional dishes, such as Suwan-Suwan and Kinilaw made with tabon-tabon. I'm also thrilled about the current popularity of Ube, as it's distinctly Filipino and has a wonderfully vibrant color. I aim to showcase these through my content and collaborations, like the one with Grent Perez. Additionally, I've conducted food demonstrations at conventions featuring Ube, such as making Ube Sinigang, to illustrate its versatility.

What’s been the biggest challenge of being a food content creator?

The biggest challenge is undoubtedly burnout, especially since content creation is both my profession and my passion. I am incredibly fortunate to receive numerous opportunities, international recognition, and have a large and supportive community. Consequently, I sometimes struggle to decline requests, manage the pressure of representing my country, and maintain consistent engagement.

How do you deal with criticism?

I've trained myself not to take it too seriously. My self-deprecating humor allows me to laugh it off and avoid taking things personally. However, I do value constructive criticism, taking it to heart and learning from it.

What is one dish outside of lumpia that you’d love to be known for?

While I don't have one specific dish in mind, I'm certain it would be Filipino. In the past, aside from lumpia, my Tortang Talong video resonated strongly, as evidenced by the numerous people around the globe who attempted to recreate it.

Where do you see yourself in the next five years?

I want to continue doing what I love for as long as possible. I'm open to trying new things. We're currently working on a cookbook, which I'm very excited about. I would love to host my own food show or perhaps a cooking competition in the future. Opening a restaurant isn't on the immediate horizon; I'm still refining my culinary style and discovering more about myself. I also want to ensure that when the time comes, I can fully dedicate my focus and be hands-on.

If you could sit down for dinner with three people—living or dead—who would they be, and what dish would you cook for them?

I would be thrilled to share a meal with Anthony Bourdain, Jack Conte, and Chef Margarita Fores. I would prepare a traditional Filipino feast, similar to what my family and I enjoy together. It would include a spread of family-style servings: white rice, a platter of Lumpiang Shanghai. ALSO READ: Abi Marquez on food, fame and why Filipino cuisine deserves the spotlight A condensed version of this story also appears in the Expat Media Special Edition magazine
For all the latest news from the UAE and the world, follow us on Facebook, Twitter and Instagram and subscribe to our YouTube page