Five Years Strong | SoCal Filipinos Celebrates Growth and Community In Los Angeles

June 24, 2025
By Jennifer Redondo and Onelia Miller 

SoCal Filipinos Board Member Marisa Pizarro, CEO Co-Founder Jason Lustina, Board President Edmund Flores.

What began as a Facebook group filled with jokes about lumpia, Redondo Beach weekends, and club nights at Miyagi’s has grown into something much more meaningful. Last Friday, June 20, 2025, SoCal Filipinos celebrated its fifth anniversary with a formal gala at Intercrew Los Angeles, bringing together community leaders, creatives, and supporters to honor five years of connection, culture, and Filipino pride.

Kiana V performs at the 5th Anniversary Gala, Photo Courtesy of SoCal Filipinos, RJ Guillermo

The celebration, chaired by Marisa Pizarro, was the kind of night that reminded everyone why spaces like this matter. Guests enjoyed a curated dinner by Chef Johnny of Intercrew with dessert highlights by Chef Barb Batiste of Big Boi and B Sweet. Music was handled by DJ 360 and Nico Blitz of Real 92.3’s The Cruz Show, and R&B artist Kiana V performed live. As expected, the night wrapped with dancing and karaoke, because no Filipino celebration is ever complete without both.

Ylona Garcia, Lara Andallo and Dion Basco. Photo Courtesy of SoCal Filipinos, RJ Guillermo

SoCal Filipinos is part of the larger Kababayan Network, a 501c3 nonprofit launched in 2020 by Jason Lustina and John Erick Pabalan. Today, the network includes 10 chapters across the nation: NorCal, the DMV (D.C., Maryland and Virginia), Chicago, New Jersey, 808 (Hawaii) and Arizona; including the official networks for D’Kababayan and Filipino Heritage Nights dedicated to Filipino Disney fans and sports fans, respectively. Along with an online reach of over 800,000 followers across social media channels with 308K on Instagram and more than 116K Facebook group members, it’s safe to say the Kababayan Network is just getting started.

Kababayan Network Team, Photo Credit: The Lounge Booth

But this isn’t just about social events. The Kababayan Network has built programs with purpose, including the New Business Program which supports Filipino-owned startups, and upcoming scholarship initiatives aimed at empowering the next generation.

Following their anniversary celebration, we spoke with Kababayan Network CEO Jason Lustina to reflect on this significant milestone, not just as a look back, but a bold step forward in its continued mission to amplify Filipino voices and stories. 

Jason Lustina’s journey starts in Historic Filipinotown, born at Queen of Angels Hospital and raised in Carson. A graduate of Carson High and UC Irvine, his college years were shaped by organizations like Kaba and PUSO (Pilipinx Pre-health Undergraduate Student Organization). Those early days of community involvement stuck with him. After graduating, Lustina began his career in the non-profit sector, working for organizations like City of Hope and the American Red Cross. He currently serves as the West Coast Territory Partnerships Director for the Leukemia and Lymphoma Society. On the side, he runs Browned Baking Homemade Desserts and, of course, SoCal Filipinos/Kababayan Network.

During the height of the pandemic and a national reckoning on race and identity, Lustina and Pabalan launched the SoCal Filipinos on Facebook Group and Growing Up Filipino Instagram account as a space to connect through humor and shared memories. Within two months, the group hit 10,000 members. That energy sparked the creation of SoCal Filipinos, which quickly became more than a place for laughs.

“We started with memes about things like eating seafood at Redondo Beach or Filipino club culture, but it became clear that people were craving deeper connection,” Lustina says.

This led to the evolution into SoCal Filipinos, now a formal 501c3 non-profit organization. It’s more than just an organization –  "It’s a movement as well as a brand.”

KN’s founders aimed to create a more intentional platform with a purpose beyond memes, shifting their focus to programming. In October 2020, they conducted interviews to highlight the work of Filipino-Americans. As their reach expanded, they diversified into events and created partnerships with other Filipino-American brands, consistently supporting small, local businesses. SoCal Filipinos have sponsored various events over the years, including the MexiPino Food Fest and Philippine Independence Day celebrations throughout California.

SoCal Filipinos developed their own programming, including a New Business Program designed to support businesses less than two years old. "We want to help give these businesses a boost, and we want to leverage the strength of our numbers to support small, locally owned businesses because we want them to have a real chance at long term success,” says Lustina. Businesses undergo a formal application and vetting process by a selection committee comprising board members and representatives from organizations like the Filipino American Chamber of Commerce.

This year's New Business Program awardees are Manila Inasal from Los Angeles, Bridge the Gap from San Diego, Crayon Crate from Santa Clarita, and The Spicy Bean Lab from Laguna Beach, California. Each business will be featured quarterly through video reels and interviews, allowing the community to learn more about them.

As the Kababayan Network expands, new chapters are led by directors who serve as local connectors. These directors build their own teams, create programming tailored to their regions, and help the national vision come to life in their own backyard.

From fan groups like Filipino Disney to intentional support for LGBTQ+ members, the network’s growth has been steady and thoughtful. “I didn’t think we’d ever grow beyond Southern California,” says Lustina. “It’s been amazing to see how people show up for one another, wherever they are. Its been a fun ride so far”

With strong roots and open arms, the Kababayan Network continues to build a community that reflects the richness and diversity of the Filipino American experience.

SoCal Filipinos may have started online, but after five years, it’s clear they’ve created something lasting.

Lustina has additional dreams and projects underway, which he will share on their social media platforms. If you are interested in learning more or becoming involved, head to their website, send them an email and follow them on Instagram and Facebook


By Jennifer Redondo and Onelia Miller 


Previous
Previous

How FilAM Nonprofits Are Rewriting the Rules of Community Power and Why Backing Them Can Change the Future of our Culture

Next
Next

Travel Site Quietly Retracts Claim That Philippines Is the "Least Safe Country"