We caught up with the brilliant and insightful Jason Lustina a few weeks ago and have shared our conversation below.

Jason, thanks for joining us, excited to have you contributing your stories and insights. How did you come up with the idea for your business?

I’m the founder of the Kababayan Network, a platform dedicated to connecting the Filipino American community through meaningful content, events, and partnerships. It all began with SoCal Filipinos during the pandemic. Like many of us, we were isolated at home and craving connection. I connected with a person named John Erick Pabalan on Facebook, and together we came up with the idea to create a group to unite Filipino Americans. At first, we imagined it would be a small space to share our experiences growing up in the Filipino American community through memes and posts. But within just two months, the group grew to 10,000 members.

With October approaching, and with Filipino American History Month in mind, John Erick and I decided to make the community more purposeful. We organized our first online programming to celebrate our heritage. Today, the group has grown to over 115,000 members and our Instagram is nearing 300K followers.

As the community expanded, we began receiving requests from other regions to create similar groups. So, we launched NorCal Filipinos, DMV Filipinos (DC, Maryland, Virginia), Chicago Filipinos, 808 Filipinos in Hawaii, and New Jersey Filipinos.

We also created special interest groups to cater to specific passions within our community, including D*Kababayan for Disney-loving Filipinos, Filipino Heritage Nights to support Filipino-themed nights at professional and collegiate sports events, and Bahaghari (meaning “rainbow” in Tagalog) for the Filipino LGBTQIA+ community.

These regional and interest-based groups now come together under the umbrella of the Kababayan Network which has grown to nearly 700K followers across all platforms. Kababayan meaning my fellow countrymen in Tagalog.

Additionally we have made the Kababayan Network into a non-profit and is a registered 501c3.

On June 20, 2025 SoCal Filipinos will celebrate 5 years.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

The Kababayan Network is dedicated to fostering meaningful connections within the Filipino-American community, with a primary focus on using social media as a platform. However, we also believe in the power of face-to-face interactions, which is why we host in-person events throughout the year. This year, we are especially excited to be expanding our efforts as we celebrate the 5-year milestone of SoCal Filipinos, which has grown to become our largest and most vibrant network.

Over the years, we’ve built strong and lasting partnerships with several brands that recognize the value of reaching out to the Filipino community. Some of the notable collaborations we’ve had include working with organizations like TFC (The Filipino Channel), TapTap Send, Western Union, Island Pacific, and 99 Ranch. These partnerships help amplify the voices and stories of Filipinos, both in Southern California and beyond, and provide essential services to the community.

Additionally, we are thrilled to introduce a new initiative designed to support emerging businesses. We’ve created a program aimed at small businesses that have been in operation for less than two years. This program awards these young businesses a comprehensive social media package, offering them the tools they need to jumpstart their growth and reach a wider audience. In just a few weeks, we will be announcing the four businesses that have been selected to receive these benefits, and we couldn’t be more excited to help them thrive.

At the heart of everything we do is a deep commitment to empowering the Filipino-American community, whether it’s through professional connections, local events, or supporting the next generation of entrepreneurs. We’re grateful for the opportunity to be a part of this journey and look forward to seeing what’s ahead.

How’d you meet your business partner?

It’s incredible to think about how it all started—back during the pandemic, when so many of us were isolated at home and craving that connection we’ve all missed. And that’s when I met John Erick Pabalan on Facebook. John Erick and I had both been part of various Facebook groups. While they had their moments, something was always missing. We didn’t quite feel the deep sense of belonging or connection that we were yearning for, especially when it came to something that truly focused on the Filipino American experience. It felt like there was a gap—a space where our voices and our stories weren’t fully heard or understood. And that’s when the idea really began to take shape: what if we could create that space ourselves? A place where people could come together, share their stories, support one another, and feel seen.

And so, the idea for SoCal Filipinos was born. At first, we thought it would be a small, laid-back group where people could share memes, posts, and stories about our unique experiences growing up in the Filipino-American community. Just a little corner of the internet where we could laugh, relate, and feel seen. We never imagined how quickly it would grow. But within just two months, that humble group exploded, and we had 10,000 members! It was amazing—and honestly, a bit overwhelming—but in the best way possible.

Fast forward two years, and what started as a small Facebook group is now a full-fledged movement, expanding into multiple areas and growing stronger by the day. We’ve evolved into what we now proudly call the Kababayan Network. It’s a beautiful reminder of how powerful community is, especially when we come together with a shared sense of purpose and connection. What started as a simple idea has turned into something much bigger than we could have ever imagined, and we’re just getting started! The energy, the excitement, and the passion behind this network are truly unmatched, and I couldn’t be more thrilled for what’s to come.

Any insights you can share with us about how you built up your social media presence?

The power of word-of-mouth, particularly in the age of social media, cannot be overstated. What we’ve witnessed firsthand with SoCal Filipinos is a prime example of how quickly an engaged community can grow when people are genuinely passionate about what you’re offering. Our audience expansion has been nothing short of remarkable, not just on Facebook, but across multiple platforms including Instagram, TikTok, and beyond. As of today, we boast an impressive 116,000 members in our Facebook group, nearly 300,000 followers on Instagram, and over 20,000 on TikTok. We are also in the process of ramping up our YouTube presence, which is an exciting next step for us.

The rapid growth we’ve experienced can largely be attributed to one factor: word-of-mouth—combined with the viral nature of social media. Our members have been the driving force behind much of our expansion, organically sharing our content with their networks, which has exponentially increased our reach. This kind of grassroots growth is incredibly powerful and speaks to the deep sense of community and connection within our group.

However, while word-of-mouth played a major role, another key factor in our growth has been consistency. Maintaining a steady stream of content that resonates with our audience is crucial. It’s not just about posting regularly; it’s about ensuring that the content is authentic, relevant, and engaging for the people we’re trying to reach. By staying consistent with our messaging and consistently delivering content that speaks to the experiences and interests of the Filipino-American community, we’ve been able to build a loyal, active following across all of our platforms.

In short, it’s a combination of the organic power of word-of-mouth, the sharing of content among members, and our unwavering commitment to creating meaningful content that resonates deeply with our community. This approach has proven to be an effective formula for success, and it’s one we continue to refine as we look toward the future.

Contact Info:

• Website: https://socalfilipinos.org
• Instagram: https://instagram.com/socalfilipinos
• Facebook: https://www.facebook.com/groups/socalfilipinos/
• Youtube: https://www.youtube.com/SoCalFilipinos1