In San Fernando City, La Union, a culinary gem tucked along Zandueta Street has become a household name and a staple on every foodie’s travel list—Halo-Halo de Iloko.
More than just a restaurant, it celebrates Ilocano heritage, local cuisine, and community pride, drawing thousands of guests annually, from curious tourists to celebrity food vloggers.
Founded in 2004 by Xavier Balangue Mercado, Halo-Halo de Iloko started small in their family garage, with only P25,000 capital and a borrowed refrigerator.
Driven by his love for halo-halo, Mercado crafted his own version of the iconic dessert.
But it wasn’t just any halo-halo—it was a masterful blend of La Union’s best, with each ingredient representing the One Town, One Product (OTOP) of the province’s 19 municipalities and 1 city.
From Agoo’s latik, Aringay’s sweet bananas, Bacnotan’s ube, Balaoan’s sticky rice, to San Juan’s macapuno, every spoonful of halo-halo offers a flavorful journey across La Union.
This unique approach not only showcases the region’s flavor diversity but also supports local farmers and producers by sourcing directly from them.
Mercado said his goal has always been to put local produce at the center of every dish.
“We wanted to make halo-halo that’s not just delicious, but meaningful. It carries the identity of every town in La Union,” Mercado stated.
Over the years, the restaurant expanded from serving halo-halo to offering a full menu of Ilocano comfort food—from bagnet, dinengdeng, longganisa, to okoy and poqui poqui.
Each dish is prepared using traditional methods and served with a modern twist, making it both nostalgic and exciting for diners.
Halo Halo de Iloko is now a celebrated stop in the Department of Tourism’s (DOT) regional food tourism circuits, frequently visited by culinary tour groups and featured in travel and food shows.
With its unique ambiance—decorated with Ilocano art, antiques, and memorabilia—the restaurant also doubles as a cultural museum, giving diners a taste of history with every meal.
Behind this success is the strong support from government initiatives.
Through the Department of Trade and Industry’s (DTI) Kapatid Mentor ME (KMME) program, Mercado learned the ropes of entrepreneurship, from operations and financial management to marketing and customer service.
In a statement, DTI La Union provincial director Victoria Ordoño commended Halo Halo de Iloko for living out the goals of the OTOP program.
“Halo Halo de Iloko is a model of how our local products can be elevated through creativity and entrepreneurial passion. This is the kind of innovation we support, one that empowers communities and promotes our cultural identity,” Ordoño shared.
Mercado said that joining the Kapatid Mentor ME (KMME) program became a turning point in his entrepreneurial journey.
“The KMME program didn’t just help me improve the business—it helped me discover the value of mentorship, innovation, and resilience. It taught me how to be a better leader for my staff and how to create sustainable growth,” Mercado explained.
Meanwhile, the DOT has continuously promoted Halo Halo de Iloko as a prime example of community-based tourism and culinary excellence in the Ilocos Region.
The restaurant’s impact extends beyond its walls—supporting local artisans through souvenir sales, employing locals, and promoting Ilocano traditions.
Mercado also trains his employees not just in food service but in sharing stories about Ilocano culture.
“I believe in empowering people. When you lift others up, you create a business that thrives with purpose,” he shared.
Horace Hogan Frigillana, a halo-halo lover who frequents the establishment, expressed his appreciation for the beloved Filipino dessert.
“It’s more than just a cold treat. It’s a blend of our heritage, a celebration in every spoonful,” he said.
Despite its growing popularity and increasing demand, Mercado remains grounded in his mission: to promote Ilocano gastronomy, support local producers, and create an experience that feeds both the body and soul.
As La Union positions itself as a top food tourism destination in Northern Luzon, Halo-Halo de Iloko is more than just a restaurant—it is a vibrant symbol of how food, culture, and community can come together to inspire, uplift, and leave a lasting taste of home. (CCMT/KJCR/QOM, PIA La Union)
