ILOILO CITY — The Cabalen Group officially opened three distinct dining concepts — Cabalen, Tsurumaru, and Soi — at SM City Iloilo on June 8, 2026, inviting Ilonggos on a cross‑cultural culinary journey. The simultaneous launch marked a significant expansion of the group’s Visayas footprint and a celebration of global flavors under one roof.
A Trio of Flavors Arrives in Iloilo
Cabalen brings its signature all‑Filipino buffet, rooted in Kapampangan and regional traditions, to a city already proud of its own rich gastronomy. Tsurumaru offers authentic Japanese comfort food, focusing on udon and tempura crafted with precision. Soi completes the trio with bold, vibrant Thai cuisine that balances sweet, sour, salty, and spicy notes.
Each restaurant maintains a distinct identity, from the warm, festive interiors of Cabalen to the minimalist elegance of Tsurumaru and the colorful, aromatic setting of Soi. The group designed the spaces to transport diners, making a single trip to the mall feel like a culinary tour across Southeast and East Asia. Families can now satisfy diverse cravings in one convenient location.
Festive Launch with Cultural Flair
The grand opening transformed the mall into a vibrant stage. Dinagyang dancers, emblematic of Iloilo’s most famous festival, welcomed guests to Cabalen with drums and street choreography, celebrating Filipino heritage. Thai classical dancers brought grace and exotic charm to Soi’s introduction, while a lively Japanese performance set the mood for Tsurumaru.
Ian Tiongson, Vice President of The Cabalen Group, described the launch as more than a business milestone. He framed it as an invitation for Ilonggos to experience different cultures through food. He stressed that every visit should become a memorable dining event worth sharing with loved ones, reinforcing the group’s hospitality‑first philosophy.
Passport to Cravings Sparks Food Crawl
To heighten the excitement, the first 100 customers received an exclusive “Passport to Cravings” booklet loaded with instant rewards and vouchers redeemable across all three concepts. The creative promotion encouraged diners to embark on a food crawl — sampling Filipino classics at Cabalen, sipping steaming udon at Tsurumaru, and ending with aromatic curries at Soi.
This gamified approach turned a simple meal into an adventure. Families and friend groups eagerly collected stamps, sharing their experiences on social media and amplifying the opening’s visibility. The initiative underscored the group’s knack for modern, experiential marketing that resonates with today’s diners.
Four Decades of Filipino Hospitality
The Iloilo opening serves as a prelude to The Cabalen Group’s 40th anniversary. Since its founding in 1986, the company has grown from a single Kapampangan restaurant into a diversified portfolio with over 75 stores nationwide. Its brands now include Cabalen, Cabalen Plus, Mangan, and even European concepts, reflecting decades of culinary evolution.
Despite its size, the group retains a commitment to warm, family‑centered service. The simultaneous launch of three brands in one provincial mall demonstrates confidence in the regional market. It also signals that Iloilo City, recently named a UNESCO Creative City of Gastronomy, continues to attract major food players eager to tap into its discerning dining public.
Iloilo’s Evolving Dining Landscape
The entry of The Cabalen Group enriches a local food scene already celebrated for its heritage dishes and market‑fresh ingredients. By offering accessible international cuisines alongside Filipino fare, the new establishments provide options for both everyday meals and special occasions. The move also generates employment for local kitchen and service staff.
As the group counts down to its ruby anniversary, it remains focused on innovation, community engagement, and bringing people together through food. For Ilonggo diners, the trio at SM City Iloilo is not just a new place to eat — it is a passport to flavors that span the continent.
