UNDISCOVERED SF Golden Hour Night Market: 10 Years In The Making
Nation’s First Filipino Inspired Night Market Proves To Be Successful Incubator for Emerging Businesses
San Francisco, CA — October 1, 2026 –- For its tenth anniversary, UNDISCOVERED SF is bringing the night market vibes back for the first time since the pandemic. In partnership with Victory Hall, formerly known as the iconic nightclub 330 Ritch, this year's themes "Golden Hour" and "Made With Mahal," make an intimate but electric return. With DJ sets by Hoochi, Vieux Carre, Boogie Brown, and performance by The Top Chefs of Live on The Stoop. Then step inside Victory Hall for a special exhibition honoring the history of 330 Ritch, the legendary nightclub that once made this block pulse after dark. The event is FREE for all ages and will take place Saturday, October 24, 2026, from 4-10 PM, on Ritch Street between Townsend and Brannan. The tenth anniversary edition returns the market's roots to SoMa nightlife history, pairing that legacy with a new generation of vendors, chefs, and makers who have built their businesses through UNDSCVRD SF. This year's curated vendors include food vendors—Mestiza, Little Skillet, Señor Sisig, Café 86, Ube Area, and more. Retailers include Malaya Botanicals, Mie Makes, Native Sol, Sunkissed Pinay and more.
"Ten years ago, I started UNDISCOVERED SF with Kultivate Labs because I wanted a space where our Filipino entrepreneurs, artists, and modern Fil-Am culture could be seen and celebrated through a hip hop/street culture lens. Producing this festival shaped who Make It Mariko became as a company, and gave us the privilege of standing alongside hundreds of incredible vendors as they built their businesses and found their audiences. What means the most to me is what's changed around us - ten years ago, it was hard to find Filipino entrepreneurs showing up loud and proud in spaces like this. Today, we're seeing a whole landscape of Filipino festivals and Filipino-led businesses that didn't exist before. This will be my last year producing UNDISCOVERED SF, and I couldn't think of a better way to mark ten years than by celebrating everything this community has built together."— Gina Mariko Rosales, Founder & CEO, Make It Mariko
Since 2017, UNDISCOVERED SF has served as the nation's first Filipino inspired night market, a launchpad for small businesses and a gathering place for San Francisco's Filipino and broader API and BIPOC community. What began as a seeded pilot has grown into a decade-long incubator, helping food and retail entrepreneurs turn business ideas to pop-ups, market stalls, and lasting storefronts and trucks across the city; serving as a model of success for communities nationwide.
“UNDISCOVERED SF represents the kind of San Francisco we believe in: creative, culturally rooted, and built by local people. Moving the Night Market portion of the event series to Ritch St helps us center the event to what makes SoMa such a dynamic neighborhood. Ritch St over the decades has been a hot bed of culture. From queer bath houses, to the Hip-hop days of 330 Ritch, tech start-ups, and culinary expansiveness that ranges from Southern comfort to plant forward Filipino food.” — Desi Danganan, Founder & Executive Director, Kultivate Labs
UNDISCOVERED SF’s Impact Over 10 Years
Community of 395 backers raised $41,363.00, kickstarting the initiative
$125,000 - follow-up investment from The Mayor's Office of Community Housing & Development
$1.3M+ - Sales generated by UNDISCOVERED SF vendors over nine years
11 food vendors expanded into a brick-and-mortar location or food truck, including Mestiza, Lady Victory, The Sarap Shop, Chef Reina, Ox + Tiger, and Uncle Tito.
Retail businesses launched and/or grown through UNDISCOVERED SF, including Malaya Botanicals, Tilted Brim, Bayani Art, and ASMBLY Hall.
“Undscvrd has given a lot of visibility to the Filipino community. It has always been an amazing platform for entrepreneurs, artists, makers, and creatives to showcase their talents, connect with a wider audience, and build community with each other. I'm especially excited for UNDSCVRD coming to Ritch Street this year, a place I've been doing business for close to 18 years! It feels really special to be celebrating in a big way, while also remembering the people, music, nightlife, and creative communities that came before us.” –– Deanna Sison, Owner of Victory Hall, Little Skillet and Mestiza
Event Details
What: UNDSCVRD SF Golden Hour Night Market — 10 Year Anniversary
Where: 360 Ritch Street, between Townsend and Brannan, San Francisco
When: Saturday, October 24, 2026, 4 - 10 PM Night Market; 10PM - 1AM Afterparty
Age: All ages. Afterparty is 21+
Cost: FREE to attend, RSVP suggested
RSVP LINK: https://luma.com/raipa01b
For more information visit www.undiscoveredsf.com
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Kultivate Labs is a Non-profit Economic Development and Arts Organization. We create thriving commercial ecosystems by accelerating businesses that preserve culture and community. We provide space and opportunities for the arts to flourish so that commercial activities are activated and reflect the community at large.
Make It Mariko (pronounced MAH-ree-ko) is an award-winning creative events agency based in San Francisco, and proudly led by women of color. With community building at the heart of our work, we center diverse voices, cultivate connection, and create joy through intentional event experiences.
press contact: paloma@papalodown.com