A taste of Poblacion in New York City
Entrepreneurs behind local concepts NoKal and Kampai open a Japanese-Filipino ‘izakaya’ in the Big Apple—backed by Oscar winner Adrien Brody
In mid-2021, entrepreneur Marco Viray took a break and traveled back to familiar grounds, specifically the East Village where he used to live in New York City. He invited his business partners in Manila, Lee Watson and Jason Soong, to join him there and it was on this trip that they started to entertain the possibility of teaming up for another venture in The Big Apple.
Around August, Viray’s friend Aris Tuazon was hosting a summer pop-up at Tsismis, a Filipino restaurant-bar located on the Lower East Side of Manhattan. Through Carlos Santos, one of Viray’s good friends, he met Stephen Young and Reggie Aguinaldo who were then the owners of Tsimis. Young and Aguinaldo eventually offered the establishment for them to partner up with and produce a new concept for.
Given the trio’s background in the food and beverage industry in the Philippines such as NoKal, Kampai, The Spirits Library, Siargao Bed and Brewery and Joe’s Brew, to name a few, Viray, Watson and Soong decided to take a leap into their first international venture and acquired Tsismis. Partnering with Tuazon, restaurateur of several Filipino concepts around New York such as Ugly Kitchen and Cafe 81, they’ve recently rebranded it to what is now called Gugu Room. They opened on May 18.
During the groundwork, Soong was spending time with his friend, Academy Award-winning actor Adrien Brody, and pitched the idea to him. Brody said that having been born and raised in New York, getting him and his friends as patrons to a new concept would have to involve something fresh, yet still familiar. “Look at Nobu: they serve Japanese Peruvian cuisine and it works. Why
not try doing Japanese Filipino?” the actor suggested.
Rizal and a samurai’s daughter
While conceptualizing and doing their research, Watson discovered that in the 18th century, Jose Rizal spent time in Japan and had a two-month love affair with a samurai’s daughter named O Sei San, before he got stuck in a blizzard in New York. It’s said that they truly loved each other, but she had to let him go as he was bound for greater things.
You’ll see this theme as you enter Gugu Room through several structured Filipino and Japanese artworks, including portraits of both Rizal and O Sei San paired with dark walls and varnished wood flooring, a copper-top long bar that stretches through the space, lounge interiors and furniture and a cozy alfresco area.
A copy of Rizal’s handwritten love letters to O Sei San is another piece of memorabilia to keep an eye out for.
“GuGu is a word of endearment, which is translated through highlighting good food, music and company—all of which you’ll find at Gugu Room,” Viray says. You can enjoy this new spot from dinner to drinks, joined with music selections that are curated to bring an eclectic, modern vibe.
Located at 143 Orchard St., Gugu Room is a Filipino-Japanese izakaya restaurant-bar. Tuazon has been working closely in the kitchen with Markee Manaloto to bring both their expertise into this fresh concept. These head chefs have put together elevated Filipino and Japanese dishes, which are both classic and contemporary.
They found Manaloto at a Japanese restaurant concept, Kissaki, over at Bowery in New York, where he was a chef, as well. A few of their must-try dishes include Spicy Kani Salad, Short Rib Kare-Kare, Hamachi Kama, Assorted Robata Kushiyaki and Bone Marrow Udon. Craft cocktails to try: Wasani Mar-Gari-Ta, Gugu Midori Sour and Nori Me Tangere Negroni.
The bar is led by Watson, a well-known Filipino American consultant for several big bars across Southeast Asia such as ABV, The Spirits Library, Balay Dako Tagaytay and Amarterra Villas Bali Nusa Dua.
Groove Manila’s Soong curates both music and events programming, alongside Julio Galvez or DJ Whooligan of Room Service International.
From 5 p.m., you can enjoy the restaurant that eventually turns into a bar at around nine in the evening until late from Tuesday through Sunday.