Serramonte Center in Daly City, once a vibrant gathering spot for Filipino Americans in the Bay Area, is undergoing a transformation that hopes to revitalize its fading legacy.
Known affectionately as “Serra-Manila,” the mall became an iconic destination during the 1990s, particularly for back-to-school shopping and budding romances before the advent of cell phones and GPS.
Paradoxically, the very nostalgia that made Serramonte popular could not prevent its decline over the years. With the rise of e-commerce and the impact of the Great Recession and the COVID-19 pandemic, shopping malls across America have struggled, and Serramonte was no exception.
As large retailers like Macy’s and Montgomery Wards shuttered, the mall witnessed a rapid decline, transforming from a vibrant hub into a nearly deserted space.
In an effort to breathe new life into Serramonte, owners hired consultants in 2017 to redesign the mall based on feng shui principles, even replacing the iconic fountain with peaceful koi ponds. However, despite these changes, the outcome was not as hoped.
Spring of this year marked a turning point as Serramonte began focusing on a new direction by embracing the Asian food culture that is resonating with the local community. The opening of Jagalchi, a flashy Korean supermarket that has drawn eager lines, signaled a possible resurgence for the mall at the spot where JCPenney once stood.
This shift mirrors a broader trend among Bay Area malls, particularly those catering to the Bay Area’s substantial Asian population.
One notable example is the Stonestown Galleria, which managed to thrive by replacing generic chain restaurants with unique Asian eateries, creating a vibrant dining experience. The ability of Asian restaurants to draw crowds and provide an enticing atmosphere has been evident in these thriving malls.
In Daly City, where a strong Filipino community still thrives, the infusion of diverse Asian foods is likely to resonate. With close geographical ties to various Asian cultures, the community has a broad palate, able to appreciate everything from Korean BBQ to Vietnamese pho.
Recent visits to Serramonte Center reveal a burgeoning selection of Asian food businesses. A warm madeleine muffin from Uncle Tetsu was the highlight of a recent trip, showcasing the variety that is beginning to fill the mall.
The upcoming Izumi revolving sushi bar and the highly anticipated move of Koi Palace dim sum restaurant to the mall signals a vibrant future for Serramonte’s food offerings.
Even though foot traffic has not significantly increased as of yet, the establishment of Jagalchi and other incoming eateries creates a potential for a comeback reminiscent of the mall’s glory days.
However, while the mall leans heavily into its Asian pivot, the absence of specific offerings catering to the Filipino community has not gone unnoticed. Many remember the makeshift Sari Sari store that once provided comfort in the form of familiar snacks.
Ultimately, as Asian food trends capture attention and draw crowds, there may be hope for Serramonte to reclaim its status as a cherished destination for families and food lovers alike.
Longing for the dynamic social scene once seen at Serramonte, many hope the mall can be restored to its former glory. Whether or not that will happen remains to be seen, but with a renewed focus on diverse culinary experiences, hope rekindles, and the echoes of familiar footsteps may soon be heard once more.
image source from：kqed
