What Glows Brighter Than Tayuman’s Neon? Felymar Special Bibingka

In Tayuman, where giant commercial signs flash with Christmas deals, the small, enduring store of Felymar shines. Every December, generations of families make the journey—not to a mall—but to this humble spot. 

What began as a simple family business has endured for decades. Since then, the Felymar Special Bibingka has served as a reminder of the Pasko pilgrimage, where a plain act of buying turns into a meaningful “mission” or “panata.”  

A Sense of Place 

The tale started in 1991 when two brilliant minds worked tirelessly to develop a flavor that would last a lifetime. As simple as it may sound, bibingkang galapong stands out among the myriad treats that symbolize Christmas. A close-to-home treat that is deeply ingrained in Filipino traditions, particularly on holidays.

At first, the two ventured into several business attempts, namely in the furniture industry. But when they made the decision to try something new, Felymar Special Bibingka was born. 

Furthermore, the namesakes behind the success of Felymar are two closely related women—Feliciana and Marita, sisters-in-law who have shared a sense of home that still lives on to this day. 

Sadly, they have long passed away. But on the brighter side, the son of Marita, John Austria, 43, defies the calendar when he decided to manage the business even now. 

The Soul of Tayuman 

Concealed between commercialized establishments and behind the noise and clamor of the street, Felymar Special Bibingka flourishes. 

Despite their limited space inside the alleyway, John and his wife, Abby, work tirelessly to prepare the delicacy. There is no industrialized machinery in sight; in fact, they are only gearing a specific setup, a flat, raised table built into the wall, and the constant glow of the kalan de-uling.

As time went on, John grew used to it, which meant it was not an issue for him, "Nagaaral pa lang ako nagaganito na ako. Noong nag-college ako, nagtitinda na ako," he remarked.

Having lived in Bulacan, he has also mastered the art of courage for as long as he can remember. 

In reality, they must get up as early as 8:00 AM to take a three-hour journey to Manila, where they arrive at approximately 11:00 AM. Additionally, they have to return to their town by the time their store shuts at 8:00 PM.

Their consistency is reflected in their sales, with almost 150 pieces of bibingka daily. However, during the Christmas Novena, demand reaches its peak as Filipinos gather for traditional holiday masses, and bibingka remains a part of the celebration. 

The Test of Time

Just like any other business owner, John encountered an array of issues along the way. With how things evolved, it was not easy to ride on trends, particularly when the pandemic struck in 2019.

Before the pandemic, Felymar Special Bibingka could prepare 200–300 bibingkas every day. However, it has become difficult to maintain due to the lockdown and the decline in demand.

Since then, they have occasionally switched locations across Tayuman. "Dati sa Rizal Avenue kami, mas malaki, mas kita..." John said.

Fortunately, they were able to find another home for their current location. Through word of mouth, the barangay gave them a portion of the space along the narrow passageway. It was a lucky find as, unlike their previous spots, they are not obliged to pay rent.

On the other hand, from the time his mother passed away in 2021, he and his spouse also shared their aspirations to grow the business in Bulacan. 

As a matter of fact, the business used to have a branch in La Union, but they chose to close it after the death of their sibling.

They also mentioned that if they were to relocate, it would still be in Tayuman because John grew up in the neighborhood. 

After everything, storms and sticks may have come their way, but for John, it was nothing more than a fleeting opportunity, "Siguro 'yong pagmamahal ko sa negosyo, ang katangian na masasabi ko," he claimed. 

The Suki Testimonial 

In hindsight, Felymar Special Bibingka is not just simply a business; it is more of a commitment nurtured and grown by hardworking hands. 

This commitment is not a solitary one, but it is mirrored in the stubborn loyalty of the customers who have contributed to the legacy of the store in their own efforts.

In a city increasingly defined by the convenience of modern malls, they are the suki who do not see a change in address as an inconvenience, but as a map to a familiar soul. 

Mang Domingo is just one of the witnesses to the changing times. He was already a customer of Felymar Bibingka when he was still in high school, and although he now works as an airplane personnel in Pampanga, Kalibo, and Manila, Felymar remains his homecoming treat.

“Syempre marami ng desserts ngayon, pero gusto natin lokal—bibingka!” he asserted. 

Among those keeping the legacy alive is Nanay Lagrimas, a PUP graduate whose history with Felymar stretches back to her youth. She heads straight here whenever she needs pasalubong. Additionally, her loyalty is rooted not just in the taste of the bibingka but in a decades-long friendship with Marita.

“Kapag may paparating na kamag-anak bumibili ako rito dahil nagugustuhan nila ang lasa. Ano ‘yon ah, foreigner,” she said. 

Meanwhile, Mang Eddie Jose, who comes from Tondo, visits Tayuman specifically for Felymar Special Bibingka. He said he has been a customer since Felymar was on Avenida, “Taon-taon bumibili ako ng bibingka rito, hanggang ngayon. Mother ko pa noon inuutusan na akong bumili rito…Palipat-lipat na lang ‘to.” 

In the end, Felymar Special Bibingka is more than a seasonal treat, but a landmark that refuses to be erased by the map of modern commerce. As the kalan de-uling glows in the heart of Tayuman, it reminds us that the true price of tradition is not just found in the ingredients. It is the fuel for the journey, the electricity of freshness, and the grit required to stand the test of years.

Article: Andrea Cherryl Bautista

Illustration: Kaiser Aaron Caya