When Cyed Adraincem speaks about his forthcoming New York City restaurant, Hoy, his dedication is immediately apparent. Apologizing during an interview for occasionally stumbling over his words, Adraincem explained that he had been up since 4:00 a.m. washing the sidewalk in front of his establishment. “I wanted to beat all the foot traffic,” he noted simply.
That tireless work ethic has translated directly into the outfitting of Hoy, an upcoming eatery designed to serve Filipino street food within an atmosphere modeled after a vibrant Manila night market. Even before opening its doors to the general public, the restaurant has managed to generate substantial attention across the city’s hospitality scene. It has done so through a loud, off-kilter aesthetic, smart pop-cultural touchstones, and transparent behind-the-scenes glimpses into its research and development process.
The venture represents the latest installment of Getting on the Map, a series exploring how creative bars and restaurants market themselves to stand out in a crowded hospitality environment. For Adraincem, establishing Hoy has been an exercise in blending deep cultural heritage with modern, casual dining trends, backed by a clear vision for branding, community engagement, and merchandise.
A Fresh Take on Filipino Street Food for New York City
At its core, Hoy is designed to introduce Filipino cuisine to a broader audience in New York City, a culinary landscape where Adraincem feels the culture remains significantly underrepresented. Rather than pursuing a formal or high-end dining model, the restaurant is built around a super-fast-casual concept centered on comfort, accessibility, and high energy.
The menu focuses on straightforward, traditional items executed with professional culinary techniques gathered over years of experience. Diners can expect barbecue skewers, lumpia, and a selection of distinct sandwiches. According to Adraincem, the menu intentionally avoids unnecessary complexity, aligning with what he perceives as a current shift in the New York dining preferences toward more casual, affordable dining where patrons can simply enjoy good food and a drink without pretense.
The physical space draws inspiration from a unique cross-section of cultural influences. Adraincem, who has spent the last seven years working in cocktail bars, has combined the architectural and operational feel of American diners with the lively atmosphere of a Manila night market. Because the restaurant operates on a counter-service model with an open kitchen, the layout is entirely front-facing. This design ensures a continuous, high-energy flow where staff and customers interact constantly, mirroring the bustling environment of an open-air street market.
Designing a Visual Identity Rooted in Culture and Pop Culture
The distinctive branding and visual identity of Hoy were developed in collaboration with artist and designer Kristofferson San Pablo, a prominent Filipino American artist based in Los Angeles who is also Adraincem’s cousin. Together, they shaped a design scheme that captures the intense, colorful energy of a Manila night market without becoming visually overwhelming.
Wall patterns inside the restaurant reference one of the oldest textile traditions in the Philippines, offering a subtle yet deliberate nod to cultural heritage. Meanwhile, shelves stocked with snacks are designed to mimic a sari-sari store—the quintessential neighborhood convenience shops found on nearly every street corner in the Philippines, often operated directly out of an owner’s home to sell everyday essentials. Interspersed among the snacks are well-worn cookbooks passed down from Adraincem’s parents alongside volumes from local culinary favorites, serving as the baseline inspiration for the kitchen’s offerings.
Notably, the branding deliberately steers clear of conventional, mainstream Filipino visual clichés, such as the prominent use of the sun and stars from the national flag or traditional barong tagalog garments. Instead, Adraincem and San Pablo opted for more idiosyncratic cultural markers, such as the traditional wooden novelty "barrel man" figurines, water buffalo (carabao), and imagery celebrating rural farming life.
The barrel man motif, in particular, serves a dual purpose for Adraincem. Beyond celebrating a staple of Filipino souvenir culture, it offers an opportunity to educate patrons who may be unfamiliar with its history. Originally crafted as inexpensive souvenirs to help impoverished makers earn a living, the figures also reflect a distinct facet of Filipino humor and lightheartedness.
Complementing these cultural artifacts is a rotating collection of art pieces sourced from independent creators in New York City and Los Angeles. Adraincem remains committed to supporting local artists whose work centers on community, ensuring the restaurant’s walls reflect the diverse creative fabric of its surroundings.
Even before opening, Hoy has captured public attention by playfully integrating current events and pop culture into its promotional material, such as a New York Knicks-themed choking sign designed by San Pablo. Describing their creative workflow, Adraincem notes that the collaboration relies on speed and spontaneity. Because San Pablo’s artistic style naturally leans toward pop-culture commentary, ideas brought up on the fly are frequently met with immediate enthusiasm and rapid execution.
Embracing Merchandise as a Core Pillar
While many hospitality venues treat merchandise as an afterthought or expand into apparel only after establishing a steady footing, Hoy is launching its merch line right out of the gate. The planned collection encompasses standard items such as T-shirts, hats, and tote bags, alongside more experimental concepts like house slippers and custom barrel man keychains. Most of these items are being developed through collaborations with various artists and creatives, with seasonal updates planned as the team learns more about the space and its clientele.
Adraincem’s decision to lean heavily into merchandise is informed by his 17 years in the restaurant industry, including seven years behind the bar. During that time, he observed how popular hospitality merch became among industry workers and patrons alike, noting that bartenders frequently wear apparel representing other favorite establishments. Viewing clothing as a tangible way for people to express affection for places they love—similar to the widespread popularity of restaurant-branded or corporate-collab apparel like Kikkoman jackets—Adraincem recognized that an intentional merch strategy would serve both as an effective community-building tool and an additional revenue stream.
Navigating the Challenges of Opening Day
Bringing the physical space together has required meticulous legwork, particularly given the current economic climate for small businesses. Faced with high costs for furnishings and equipment, Adraincem engaged in extensive research across major retailers to secure the best possible pricing for building materials and supplies, while filling the shelves with personal knickknacks and art from friends and family.
To evoke the tropical climate of the Philippines, the restaurant incorporates abundant greenery. A particularly inventive touch is a makeshift "pot pond" constructed inside a large planter, surrounded by a small garden plot growing lemongrass, a calamansi tree, and labuyo chiles. Benefiting from a corner building location that receives ample natural light, the team aims to cultivate an indoor jungle environment where they can eventually grow and utilize fresh ingredients.
Although Hoy’s official opening has hit a temporary hurdle due to Department of Buildings gas-firing approvals that currently prevent on-site cooking, Adraincem and his team have turned the delay into an opportunity for community engagement. Rather than remaining dark, the space is hosting a series of pop-up residencies, welcoming Queens-based Filipino pastry vendor Arellano Pandesal to serve baked goods while Hoy provides the beverages. Plans are also underway to launch a community marketplace featuring local vendors, friends, and family, ensuring the venue begins building a relationship with the neighborhood well before the kitchen officially fires up.
