For the past ten years, Coco Martin and Mang Inasal have built a bond that goes far beyond a typical brand partnership. Over the decade, both the actor and the restaurant chain have evolved into deeply cherished Filipino cultural staples, consistently winning over the hearts of the public. Their lasting success stems from a mutual dedication to staying grounded and giving back to the loyal communities that have supported them from the very beginning.
To mark this significant milestone, Mang Inasal is celebrating its 10th anniversary with the beloved actor through the highly anticipated Mang Inasal Ihaw Fest. Held on October 25 at Ayala Malls Feliz, the grand event features Coco Martin as the main headliner. Joining him for the festivities are popular personalities Maris Racal, Shuvee Entrata, and Fyang Smith, with actress Dimples Romana guiding the celebration as the event host.
This decade-long relationship highlights a deep, shared connection with the Filipino people that has only strengthened over time. As Coco Martin’s career reached new heights and Mang Inasal expanded its presence across the country, their partnership remained a constant. The milestone stands as a testament to their enduring relevance and unified mission to serve and uplift Filipinos nationwide.
A decade of growing together
Before cementing his status as a titan of Philippine television, Coco Martin first earned critical acclaim in independent cinema. His early indie film roles masterfully captured the struggles, aspirations, and small victories of everyday people. This grounded start laid the foundation for his massive television breakthrough, leading to era-defining hits like FPJ’s Ang Probinsyano and Batang Quiapo. Through these long-running action series, Coco has sustained a powerful, authentic bond with viewers who frequently see their own life stories mirrored in his iconic characters.
Parallel to Coco’s rise, Mang Inasal has forged an equally deep connection with the nation through the universal language of food. What started out as a humble barbecue joint in Iloilo City has blossomed into an iconic nationwide quick-service powerhouse. By standardizing the beloved Ihaw-Sarap Chicken Inasal, introducing the revolutionary Unli-Rice experience, and expanding its menu, the brand has seamlessly woven itself into the fabric of everyday Filipino milestones, family reunions, and casual comfort dining.
Ultimately, the individual success stories of Coco Martin and Mang Inasal follow remarkably similar and complementary trajectories. Both the actor and the restaurant giant command an enduring, multi-generational appeal because they never lost their identity. By prioritizing authenticity, familiar comfort, and a genuine dedication to local communities, they have both successfully secured their places at the heart of modern Filipino culture.
More than a celebrity endorsement
Over the last decade, Coco Martin has established himself as the ultimate embodiment of the Mang Inasal brand, championing its core promise of delivering Ihaw-Sarap meals and Unli-Saya moments to diners nationwide. This enduring relationship stands as a prime example of the company’s philosophy on consumer engagement. Rather than focusing on short-term advertisements or temporary campaigns, Mang Inasal prioritizes building lasting, authentic, and deeply personal connections with the Filipino communities they serve.
“For the past 10 years, Coco Martin has been an important part of the Mang Inasal story. What makes our partnership special is the genuine connection we both share with Filipinos. As Coco continues to inspire audiences through his work, Mang Inasal remains committed to bringing—through Ihaw-Sarap food and Unli-Saya dining experience—meaningful moments of togetherness to Filipino families,” said Mang Inasal President Mike V. Castro.
This unwavering bond with consumers has propelled Mang Inasal’s continuous market expansion and industry acclaim. Proving its dominant position in the food industry, the restaurant chain was recognized as the 2025 Top Brand in the Philippines under the QSR Grilled Category by Influential Brands. This prestigious accolade underscores just how deeply embedded the brand remains in the daily lives and dining preferences of Filipino consumers.
Coco Martin joins Mang Inasal’s biggest stars at Ihaw Fest
The festivities reach a high point as Coco Martin takes center stage for the grand finale of this year’s Mang Inasal Ihaw Fest. Designed to bring together multi-generational stars and fans alike, the event delivers an ultimate mix of great food, vibrant entertainment, and traditional Filipino family fun.
At its core, this year’s festival serves as a tribute to the ten-year journey shared by Coco Martin and Mang Inasal. It honors a decade of mutual milestones and a shared, deep-rooted relationship with the public.
Diners can score free passes to the October 25 celebration by simply presenting their official receipts from any Ihaw Fest meals purchased throughout the month of October.
