We had the good fortune of connecting with Jason Lustina and we’ve shared our conversation below.

Hi Jason, is there something that you feel is most responsible for your success?
Our success with SoCal Filipinos has been largely driven by grassroots efforts and word-of-mouth growth. We didn’t rely on paid advertisements, sponsored posts, or boosts to build our community. Instead, we focused on creating authentic connections, building trust, and encouraging organic growth through personal recommendations and community engagement. This approach has really paid off. Today, we have 300,000 followers on Instagram and 116,000 members in our Facebook group. When you factor in all of our social media platforms, our total following exceeds 532,000 people. It’s been an exciting journey, and we’re proud of how far we’ve come, all thanks to the power of community and organic engagement.

What should our readers know about your business?
Our journey with SoCal Filipinos has been a remarkable one, and honestly, we never expected it to grow to where it is today. What started as a small community quickly expanded, and as more people joined, we knew we had to adapt to maintain the essence of our mission. We refined our purpose, brought on a dedicated team, and adjusted our management to handle the increasing volume of post submissions and member requests—over 100 posts and hundreds of member requests daily! To keep things fresh and engaging, we’ve also partnered with content creators who share our vision.

As we expanded into other regions and launched special interest groups, we formed separate teams to handle each area, ensuring that each community felt supported. With such a large following, it’s impossible to please everyone, so we’ve set clear rules and guidelines about what can be posted and when. We steer clear of divisive topics like religion and politics and instead focus on highlighting the positive aspects of the Filipino American experience, while also addressing the important challenges our community faces.

One of the things I’m most proud of is how the community has evolved—it’s become a space where people can share their stories, support one another, and truly feel seen. What excites me is seeing how much energy and passion our team and members put into this. It’s a constant reminder of how powerful a community can be when it’s built on shared values.

Of course, the journey wasn’t without its challenges. Growing so quickly meant we had to learn how to scale while staying true to our mission. There were moments when it felt overwhelming, but having a strong team and a clear focus on what we were trying to build helped us push through. I’ve learned that adaptability, staying focused on your core values, and surrounding yourself with a passionate team are essential to navigating growth.

I want the world to know that SoCal Filipinos, and now the Kababayan Network, is more than just a community—it’s a movement. It’s about bringing Filipino Americans together, uplifting our voices, and celebrating our shared experiences. Our story is one of growth, resilience, and the power of community.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Los Angeles has so much to offer, especially when it comes to food. One of the best things about the city is exploring its diverse range of cuisines and restaurants. But if I had to recommend something truly special for someone visiting, it would definitely be Filipino food. With LA being home to the largest Filipino population outside of the Philippines, it’s the perfect place to dive into our culinary scene.

There are so many amazing spots to check out. For example, Kuya Lord on Melrose, a James Beard Award-winning restaurant, is a must-visit. Chef Johneric Concordia brings a unique take on Filipino BBQ at Park’s Finest in Echo Park. In Chinatown, there’s Lasita, and Chef Josh Espinosa’s Sampa in Downtown LA is another fantastic choice. If you’re on the Westside, my good friend Chef Barb has two spots—Big Boi and BSweet—where you can experience incredible flavors. And of course, you can’t miss visiting Filipinotown for a taste of Filipino-style street food at Dollar Hits.

There are so many more places to explore, but if you want to really feel like you’re back home in the Philippines, I’d recommend checking out the food caravans that pop up around Southern California. One of the best is Kusina on Wheels, organized by Victoria Quiatchon-Montes, where you’ll find a collection of food vendors offering a true taste of Filipino street food.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
It’s incredible to think about how SoCal Filipinos began—during the pandemic, when so many of us were craving connection. I met John Erick Pabalan on Facebook, and we realized that while we were part of various groups, none truly captured the Filipino American experience. We saw a gap, a space where our voices weren’t fully heard, and that’s when we decided to create it ourselves—a place for people to come together, share stories, and support one another.

At first, we thought it would be a small group, just a corner of the internet where we could relate and laugh. But within two months, we hit 10,000 members, and it grew from there. Now, nearly five years later, we’ve transformed into the Kababayan Network with hubs in Northern California, DMV (DC, Maryland, Virginia), Chicago, Hawaii, New Jersey along with our special interest groups Bahaghari (LGBTQIA+ FilipinX Community), Filipino Heritage Nights focused on sports and D*Kababayan for our Disney loving Filipinos. None of this would have been possible without the help of our amazing volunteer team of about 50 people. It’s a reminder of how powerful community can be when we come together with purpose. What started as a simple idea has grown beyond our expectations, and I’m so excited for what’s next!

Website: https://www.socalfilipinos.org

Instagram: https://instagram.com/socalfilipinos

Linkedin: https://www.linkedin.com/in/jlustina

Facebook: https://www.facebook.com/groups/socalfilipinos

Youtube: https://www.youtube.com/c/SoCalFilipinos1

Nominate Someone: ShoutoutLA is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.