Why We Keep Betting on the Filipino Market — And Why You Should Too

In marketing, it’s easy to chase trends. But the smartest plays are grounded in data—and the numbers keep pointing us to the same place: the Filipino American market.

Let’s do the math.

There are an estimated 4.5 million Filipino Americans in the United States, with over 1 million concentrated in the Los Angeles metro area alone. That makes them the third-largest Asian American group, and one of the most densely populated immigrant communities in California. If their population were a state, it would rank alongside the state of Oregon, or Nevada and Montana combined.

The Market Is Underserved—And Wide Open

Now imagine your business were the go-to brand for an entire state. Boom!

One of the most compelling reasons to enter the Filipino American market now? There’s very little competition. Despite the size and strength of this community, few national brands and even fewer local businesses are actively speaking to them. This creates a rare opportunity: with the right approach, a company can dominate the category, even own the space. We’ve seen businesses become household names in the Filipino community simply by being strategic, consistent, and committed. In a crowded world, this is one of the few markets where showing up early and showing up right still delivers an outsized return.

But population and low competition are just the starting point. What makes this community such a powerful—and often overlooked—market force is their economic profile and consumer behavior.

They’re Buying. And They’re Buying Big.

Filipino Americans are not just working—they're thriving. According to recent U.S. Census data, Filipino households earn above the national average, with a strong presence in healthcare, tech, government, and skilled trades. With that income comes spending power: they’re buying homes, cars, second homes, designer goods, and travel experiences at remarkable rates.

They are actively pursuing the American lifestyle, and they’re doing it as multi-generational households, often pooling resources and making larger, longer-term purchases. A single campaign in this space can touch an entire extended family.

The Community Is Growing—and So Are Their Needs

Migration from the Philippines continues, adding tens of thousands of new immigrants every year—nurses, caregivers, engineers, and family members reunited through immigration channels. This continued growth creates ongoing demand for specialized services: immigration law, real estate, financial planning, education, healthcare, and cultural products that reflect their identity and aspirations.

And unlike many other market segments, Filipino Americans reward brands that show up for them. If a company takes the time to understand and authentically serve the community—especially through culturally relevant outreach—they’ll often earn fierce loyalty and long-term results.

The Bet Pays Off. Every Time.

We’ve seen it firsthand. When a company enters this market thoughtfully—through culturally tuned advertising, community partnerships, and consistent presence—they don’t just generate interest; they generate results. For some, it’s been transformational. They didn’t just win—they hit the jackpot.

Of course, like any market, this isn’t about a one-time play. It’s about showing up consistently, learning as you go, and committing to the relationship. The brands that keep betting on the Filipino American market don’t just win once. They keep winning.

That’s why we keep betting—and why we encourage our clients to do the same. Because when the data and the culture align, it’s not really a gamble at all.

Ready to play? Reach out to us: hello@moodymarkets.com