Filipino or Filipino American: Yes, They're Different -- Here's How

In the United States, the term Filipino American market is commonly used by institutions like the U.S. Census Bureau, media outlets, and agencies. It's a catchall term that includes both first-generation (foreign-born) and second-generation (U.S.-born) Filipinos—roughly a fifty-fifty split.

But in real-world marketing—especially when we talk about “Filipino marketing”—we’re almost always referring to first-generation Filipinos. These are immigrants who bring with them the language, media habits, traditions, and consumer behaviors rooted directly in the Philippines. They are, in many ways, still plugged into that ecosystem.

This distinction matters.

Identity vs. Lifestyle

Lately, there's been a spirited debate on social platforms like Threads and TikTok: Are Filipino Americans “Filipino enough”? Some Filipino Americans lament that native Filipinos dismiss them as outsiders. And it stings. But culturally, the disconnect is real.

Many Filipino Americans—especially those born and raised in the U.S.—use Filipino more as a personal identity marker than a cultural lifestyle. And while that identity is valid, it doesn’t automatically place them within the behavioral profile of the Filipino consumer market.

Let’s break that down.

First-generation Filipinos—the ones we target in traditional Filipino marketing—tend to:

• Share a uniquely Filipino experience where life in the Philippines, Manila, or their hometown takes central stage -- along with the unique experiences, joys, and challenges of life in the homeland.

• Are in some type of immigration journey

• Consume in-language Filipino content on TV and social media

• Attend Filipino community events, festivals, or religious activities

• Shop at Filipino groceries or Asian markets

• Send money and balikbayan boxes home regularly

• Travel to the Philippines every year or two

• Speak Tagalog or another regional language

• Have brand loyalties carried over from their Philippine upbringing

• Stay connected to Philippine news and politics

• Follow Philippine pop culture and trends

Second- and third-generation Filipino Americans typically don’t. Their day-to-day lifestyle, spending habits, and media consumption are largely mainstream American. They’re part of the general market and can often be reached through general campaigns without any cultural adaptation.

Cultural Proximity Drives Consumer Behavior

First-generation Filipinos don’t just identify as Filipino—they live it every day. That cultural proximity shows up in where they shop, what media they consume, what languages they speak at home, and even how they handle healthcare, immigration, and family finances.

Meanwhile, Filipino Americans are more integrated into general American consumer behavior. They respond to mainstream U.S. ads, influencers, and retail habits. They’re part of the general market and have little in common with the 1st generation Filipino experience. And unless your product or service speaks directly to their hyphenated identity, a niche Filipino message may miss the mark.

Why It Matters for Brands

If you're promoting a Filipino event, a remittance app, an immigration or other legal or professional service, or a balikbayan box provider, your audience is the Filipino, not the Filipino American. They’ll recognize the need, the value, and the cultural relevance instantly.

On the other hand, if you’re launching a streetwear brand that taps into Filipino aesthetics or slang, or a podcast, or a content platform that taps into Filipino identity, your audience may very well be Filipino Americans looking for identity anchors in a multicultural world.

Different audiences. Different mindsets. Different messages.

Marketing to Two Personas

Marketing is about being relevant to the people you're trying to reach.

So when we say “Filipino market,” we don’t mean everyone with Filipino ancestry. We mean people with a lived connection to Filipino culture—the ones who still engage with it, consume it, and rely on services that cater specifically to it.

Understanding the difference isn't gatekeeping—it's good business.

Final Thought

Both Filipino and Filipino American identities make up this one big, beautiful market opportunity. But from a marketing perspective, they are not the same. And treating them as interchangeable is a mistake that can cost brands relevance, traction, and ultimately, revenue.

Know your audience. And speak to them accordingly.