BANGKOK—For many Filipinos, comfort food means more than just filling a craving — it’s about reconnecting with childhood memories, traditions, and the feeling of home, no matter where in the world they are.
At this year’s THAIFEX–Anuga Asia food trade show in Bangkok, Thailand, JAMLA Corporation chief financial officer Andrew Panopio shared how a simple idea of making time-honored Filipino dishes available in instant form has opened the door for local flavors to reach international shelves. From chocolate rice porridge or commonly known as champorado to ginataang mais, these dishes are often seen as too tedious to prepare from scratch. But when done right, even the instant versions can deliver the same sense of warmth.
“Comfort food for me is when you’re very tired and ask yourself what you want to eat. It’s your inner craving, what you know will never fail you,” Panopio told Manila Standard Cravings in an exclusive interview.
That craving sparked his family’s venture into instant products in the late 1990s. It started with their hot chocolate blend, based on a recipe that’s been in their family since 1949, originally served using roasted tableya in Batangas. When Panopio’s parents moved back to the Philippines, they saw an opportunity to create a quick-prep version that retained its rich, bittersweet flavor.
From there, their company, JAMLA Corporation, expanded its offerings. Today, under brands like Alfonso’s Hot Chocolate and Tita Lulu’s, they produce instant champorado, ube champorado, arroz caldo, ginataang mais, and ginataang munggo, all using real ingredients such as “malagkit” rice, mung beans, and roasted cacao.
“These are dishes we love but don’t always have time to make. You just add hot water, and that’s it,” he said.
Panopio explained that part of their motivation was to preserve Filipino recipes while adjusting them for today’s busy lifestyles.
“Not everyone has the time to make ginataang munggo from scratch. Even I don’t. That’s exactly why we made the instant version, so you don’t have to choose between comfort and convenience,” shared Panopio.
The products have gained traction both locally and abroad. Their biggest overseas market is the Middle East, but they also export to Taiwan, Japan, Guam, and other regions with strong Filipino communities.
Panopio said ube champorado, in particular, has found unexpected success in the U.S., where ube has become a trending flavor. International customers often learn about the products through food expos, word of mouth, or social media platforms like TikTok, where food demos and reviews help build curiosity and trust.
However, pitching Filipino comfort food to foreign consumers isn’t always easy.
“It’s hard to explain champorado or chocolate rice porridge. Most people don’t get it until they taste it. That’s when it clicks,” he shared.
To introduce unfamiliar dishes, they often start with hot chocolate, which tends to be more accessible to global palates.
“Once they try it and realize it’s not like Belgian chocolate—it’s roasted, bittersweet, very Filipino—they get curious about the rest,” he continued.
While some may associate instant food with being overly processed or low-quality, Panopio emphasized that JAMLA is taking a different approach. Their recipes are based on real home cooking, and they strive to retain flavor and substance using real rice, real chocolate, real munggo.
He also acknowledged that instant food can be met with skepticism, but believes quality speaks for itself.
“When you expect champorado or arroz caldo, it delivers so much that you find yourself finishing the bowl,” he said.
The company’s portions are also larger than average instant meals, which Panopio sees as part of their value.
“Even if it’s priced a bit higher, people keep buying. It doesn’t just feed you, it satisfies you,” added Panopio.
Looking ahead, JAMLA hopes to expand its presence in colder markets like South Korea while continuing to serve its strong local base.
“Export is tempting because of the volume, but we’ll never neglect the Philippine market. Here, people already know what these dishes are. We don’t have to explain. It’s like marketing to instinct,” he shared.
For JAMLA, the goal isn’t just commercial success, it’s also a cultural connection. Their products may be instant, but the memories they evoke are slow-cooked.
