Viva Foods is setting the table for a fresh chapter in international dining in the Philippines with the launch of Maple Tree House, Du Hsiao Yueh, and Rossopomodoro at SM Mall of Asia’s North Wing.
These three restaurants introduce global flavors to Filipino diners and are the latest additions to the food arm of Viva Group, a company that has grown beyond entertainment into the business of good food.
For Viva Foods president and COO Vicente Raphael del Rosario IV, this expansion is all about timing and opportunity.
“SM Mall of Asia is very heavy in terms of foot traffic. When we got a big space, we thought—why not bring them all together? It’s like hitting three birds with one stone,” he said.
Each brand offers something new while catering to Filipino tastes.
Maple Tree House is a premium Korean barbecue spot known for high-quality meats and its refined dining experience.
“When it comes to Korean barbecue, the quality of meat really matters. That’s why we’re very specific about the cuts we source,” Del Rosario noted.
Du Hsiao Yueh, a century-old Taiwanese restaurant, is famous for its Dan Zai noodles and Lu Rou Fan (braised pork over rice).
“People in Manila are familiar with just a few Taiwanese brands, but there’s so much more. That’s why we’re bringing something new to the table,” he added.
Rossopomodoro, on the other hand, delivers a true Neapolitan pizza experience.
“A lot of Italian restaurants here are influenced by the U.S., but this one is the real deal. This is the first authentic Italian franchise that opened here,” Del Rosario emphasized.
Rather than developing local brands from scratch, the company brings in established international names that offer something new to the Filipino market.
“Instead of creating and acquiring a brand from local, we try to look for brands, something that would be new and different,” Del Rosario shared.
Each restaurant stays true to its origins, using traditional techniques and high-quality ingredients to deliver an experience as close to the original as possible.
Since launching Paper Moon in 2015, Viva Foods has grown into a key player in the local food scene, now managing 12 brands and nearly 200 stores. And it’s not stopping there.
“There are other projects I’d like to bring to the Philippines soon. I can’t mention them yet, but within the year, there will be another brand coming,” Del Rosario teased.
Viva Foods is also exploring the possibility of developing a homegrown Filipino concept.
“Another goal would be to, of course, start our own local brand. That’s part of it. We want to create something local by Viva,” Del Rosario shared, albeit without providing any specific details.
For now, Viva Foods remains focused on expanding its lineup of international brands, but its next move will be something worth watching.