Rediscovering Identity in Vienna

Filipino pride comes to the fore in Austria

by Harold & Marie Khan

Barkada group at Barrio Fiesta by Harold & Marie Khan

The Filipino community in Vienna was somewhat overlooked until a little more than 20 years ago, when their gatherings were often limited to karaoke nights, intimate family get-togethers, and quiet church services. These moments were warm, familiar, and comforting—a way of holding on to traditions and staying connected to home. Yet beneath the joy of shared meals and Sunday hymns, something remained unspoken: the yearning for a stronger, more visible presence. What was missing was not community spirit, but a shared identity that reached beyond nostalgia—an identity that could unify Filipinos across generations, give them recognition in Austrian society, and create a cultural footprint that was proudly their own.

A global wave of Filipino pride

Looking back, Filipino identity has experienced a powerful resurgence on the global stage. For many, it began with Efren "Bata" Reyes, the legendary “Magician” of billiards and widely hailed as the sport’s greatest of all time. It continued with Manny Pacquiao, whose every match brought streets to a standstill, uniting Filipinos around the world. Beyond sports, Filipino culture found new visibility in the international spotlight, from the widespread embrace of adobo and the viral success of ube desserts, to pop culture representation through actors like Jacob Batalon and NBA stars Jordan Clarkson and Jalen Green. Here in Austria, the Filipino community proudly rides this cultural wave, finding both recognition and renewed confidence in their heritage.

David Alaba, Austria’s football icon with Filipino-Nigerian roots, has become a source of immense pride for both Austrians and Filipinos. While basketball has long been the sport closest to Filipino hearts, it is David’s matches that bring families together in living rooms across Vienna. More than just an athlete, he stands as a cultural bridge, proof that identity can thrive across borders. His sister, Rose Alaba, is likewise making her mark as a rising pop singer and entrepreneur, running her own restaurant, DaRose. Together, the Alaba siblings embody the Filipino spirit of talent, perseverance, and the courage to stand tall in a foreign land.

A new generation of Filipino entertainers is finding inspiration in trailblazers like Cindy Kurleto, Mark Agpas, and Vincent Bueno, who have each carved a place for themselves in Austria’s cultural landscape. Their visibility has opened doors and shown young Filipino-Austrians that pursuing careers in music, television, or film is not just possible but worth striving for. These role models represent more than talent; they symbolize resilience, adaptability, and pride in heritage. Today, aspiring singers, dancers, and actors are stepping into the spotlight with greater confidence, bringing with them fresh perspectives that blend Filipino creativity with European influences. In doing so, they are not only honoring those who came before them but also shaping a future where Filipino artistry is firmly recognized and celebrated on Austria’s stages.

Barnda Kawayan by Harold & Marie Khan

Entrepreneurship and community spaces

This renaissance isn’t limited to the spotlight—it extends far beyond the stage and screen. The narrative of what it means to be Filipino in Austria is being rewritten every day by Filipinos and Filipino-Austrians who are redefining community, creativity, and entrepreneurship. One shining example is Marikit Mart, a pioneering pop-up shop concept that provides a platform for small business owners such as Ligaya Apparel, Angelato, and Hiyas ng Pinas to showcase their work. More than just a marketplace, Marikit Mart has become a cultural hub, often collaborating with local Filipino cafés like Lorelei’s Pan to transform ordinary spaces into lively communal areas filled with art, food, and shared stories.

These initiatives go beyond commerce—they foster connection. Each handcrafted item, each shared meal, and each neighborhood-focused event becomes an expression of “pagkakaisa”, the Filipino value of unity. Through these efforts, small businesses are not only thriving but also cultivating pride, visibility, and a sense of belonging for the diaspora. In these gatherings, the community finds both economic empowerment and cultural affirmation, reminding everyone that Filipino creativity and solidarity can flourish even far from home.

Cultural organizations leading the way

In addition to individual initiatives, cultural organizations have begun to firmly establish themselves and are now thriving as pillars of the Filipino-Austrian community. Groups such as sige!, Kulay and Rambak Austria are at the forefront of a creative movement that is reshaping how Filipino identity is expressed in Vienna. Through workshops, exhibitions, performances, and collaborative events, they provide platforms where young people—especially those navigating questions of identity—can explore their heritage in a supportive and empowering environment.

Vienna’s Filipino LGBTIQ community welcomed the emergence of a new organization this year with the launch of Kulay, a group dedicated to creating inclusive spaces and amplifying queer voices across the city. Founded by a circle of young activists and creatives, Kulay takes its name from the word for “color,” reflecting the diversity and vibrancy of the community it seeks to represent. Its founders say the group was inspired by the momentum of other youth-driven initiatives, particularly sige!, whose visibility and grassroots organizing encouraged them to step forward.

Kulay at Barrio Fiesta by Harold & Marie Khan

Keeping ties to the homeland

Organizations such as Sentro and ENFiD Austria serve as vital links to the homeland. By inviting artists, musicians, and chefs from the Philippines such as Ate Wamz to share their craft, they provide first-generation Filipinos with a direct connection to the culture they left behind, while offering the younger generation a living bridge to their roots. These gatherings are more than cultural showcases—they are gifts passed down, nurturing pride, love of heritage, and a deeper appreciation of ancestry.

Binding these diverse initiatives together is the Council for Filipino-Austrian Associations (CFAA), often described as the “glue” of the community. Through its flagship event, the Barrio Fiesta, CFAA brings thousands together each year in a grand celebration of Filipino culture. What began as a simple gathering has grown into one of the most anticipated cultural events in Vienna, marked by food, music, dance, and an unmistakable spirit of belonging.

Supporting and amplifying these efforts is the Philippine Embassy in Vienna, under the leadership of H.E. Evangelina Lourdes A. Bernas-Arroyo. The Embassy has elevated cultural diplomacy by presenting acclaimed chef and visual artist Claude Tayag, hosting the world-renowned Madrigal Singers at the Musikverein, showcasing the dynamic performances of Banda Kawayan, and organizing insightful lectures including those by Jeremy Barns of the National Museum of the Philippines and historian Ambeth Ocampo, who delivered memorable talks on José Rizal and Philippine maps.

“Kumain Kana?”: Redefining presence at the Wien Museum

When the doors of the Wien Museum opened to the exhibit Kumain kana? by Filipino-Austrian artists Chelsea Amada and Ryan Noel, no one could have predicted how profoundly it would reshape the perception on Vienna’s Filipino community. What began as an art show transformed into one of the museum’s most successful community exhibits, an unexpected triumph born from both struggle and resilience.

From the title itself, Kumain kana? (“Have you eaten?”), is a simple phrase, but for Filipinos it carries the weight of care, kinship, and love. It is an invitation not just to share food, but to share space, culture, and humanity. Amada and Noel leaned into this cultural touchstone, creating an exhibition that blended installations, photography, and textures of Filipino everyday life. 

Yet the road to this success was far from smooth. There was scepticism and for many in the diaspora, it was a familiar story: being invited in, only to be underestimated. But the community turned those doubts on their head. Kumain kana? drew in crowds not just of Filipinos, but Austrians, expats, and art enthusiasts from across the country. The galleries overflowed with laughter, Filipino chatter, and curious German voices. The exhibit became less about combating perception and more about reclaiming presence. For the first time in the Wien Museum’s walls, Filipino narratives stood on their own terms, bold, unapologetic, and celebrated.

What made the exhibit truly historic was not merely its attendance or acclaim, but the way it brought Vienna’s Filipino community together. Those who had previously kept their distance from cultural institutions found themselves walking proudly into the museum. Youth organizations, entrepreneurs, and first-generation migrants alike gathered around the artworks, discovering reflections of their own experiences, identities, and stories in ways they had never encountered before.

For the organizers, success was not measured only in attendance, but in impact. “I define the success of the exhibition by the fact that it touched so many people in our community, as well as those with a migration background,” Amada reflected. The atmosphere during the opening was especially moving: “What stood out to me the most was the audience cheering during our speech. That gave me such a strong feeling of support,” she added.

It reminded the museum, and the city, that Filipino culture is not just to be tolerated, but to be embraced, celebrated, and learned from.

A future proudly Filipino

In the end, Kumain kana? did what perceptions never expected: it succeeded. It became proof that the Filipino voice in Vienna is not peripheral, but essential. It reminded the museum, and the city, that Filipino culture is not just to be tolerated, but to be embraced, celebrated, and learned from.

“This community is no longer waiting for validation. It is building, growing, and thriving, one artist, one event, one small business at a time. And for the first time in a long time, the future doesn’t just look bright, it feels proudly Filipino,” I can finally say this as an expat living in Austria.