Cubao X – a reminisce
Creativity in the
Heart of Quezon City
Unlike the towering malls and neon-lit avenues that surround it, Cubao X embraces a horseshoe-shaped strip of low buildings, their weathered façades adorned with quirky signage, vintage glass windows, and the kind of imperfections that make the place effortlessly charming and human. It’s been a while since I last went to this place, and this story is from the depths of my memory. This is a reminisce.
🌆 Cubao X: Where Nostalgia Meets the New
Tucked quietly within the urban maze of Quezon City, within the commercial bustle of Araneta Center lies Cubao Expo, more fondly remembered by many as Cubao X (formerly known as the Marikina Shoe Expo)—a cultural pocket of Manila that feels like stepping into a parallel timeline—one where creativity, community, and character still reign supreme, that feels like a world of its own. Its quaint architecture, with low-rise structures wrapped around a horseshoe-shaped compound, stands in sharp contrast to the towering malls and high-rise developments just a stone’s throw away. Weathered façades, rustic signages, and cozy storefronts create an atmosphere that feels both nostalgic and timeless, like walking into a living scrapbook of Manila’s past and present.
🏛️ Architecture That Whispers Stories
Cubao X’s charm begins with its architecture: low-slung buildings with retro signage, and narrow alleyways that evoke a mid-century Manila. It’s not polished—it’s patinaed. The kind of place where rust and ivy coexist, and every corner feels like a film set waiting for its scene. The layout is intimate, almost conspiratorial, inviting you to wander, linger, and uncover. Yet perhaps the true magic of Cubao X lies in the feeling it evokes. For many, stepping into its gates brings a sense of nostalgia—a reminder of a slower, simpler Manila, where conversations were unhurried and creativity flowed freely. But it’s not a nostalgia that weighs heavy; instead, it feels refreshing, a breath of air that inspires and reconnects. It’s as if the past and the present whispers together, not in conflict, but in harmony.
🎨 A Living Canvas of Creativity
What makes Cubao X magnetic is not just its look but its soul. Over the years, this enclave has long been a haven for artists, musicians, designers, and dreamers. Galleries like the defunct Blanc, Pablo, and a host of other spots, have showcased contemporary Filipino art, while indie shops sell everything from vinyl records to handmade zines. The vibe is tactile and analog—chalkboard menus, hand-painted murals, and mismatched furniture that somehow feels curated. Grand Thrift House, a vintage shop selling second-hand books, and mid-century furniture store sit side by side with contemporary art galleries and quirky boutiques.
This blend of the old and the new gives Cubao X its distinct character, where every corner invites discovery. What is remarkable is how Cubao X has thrived despite the pressures of urbanization. While much of Cubao has transformed into a commercial district dominated by malls and transport terminals, this enclave has managed to preserve its character. It has not just survived but nurtured a thriving creative economy—one where small independent businesses, artists, and cultural workers find a supportive community that values artistry over mass production. Even as the rest of Cubao modernizes, Cubao X resists slickness. It thrives on grit and soul. It’s where underground gigs echo through brick walls, poetry readings spill into the street, and impromptu sketch sessions happen over beer and fries.
🍽️ Food, Drink, and Flavorful Conversations
The food and drink scene only adds to its charm. Independent cafés, craft beer joints, and intimate restaurants line the compound, offering everything from comforting Filipino dishes to inventive global fusions. It’s the kind of place where you can sip a cold bottle of local craft beer while listening to an impromptu jam session spilling out of a nearby bar, or linger over coffee as artists discuss their latest works on a sidewalk bench. Cubao X’s culinary scene is as eclectic as its crowd. Bellini’s, the iconic Italian restaurant, remains a cornerstone—its walls adorned with murals and its pasta served with a side of nostalgia. Fred’s Revolucion offers craft beer and comfort food with revolutionary flair, while The Reading Room doubles as a café and a curiosity shop. Whether you’re sipping a cocktail at Today x Future (RIP, but forever legendary) or grabbing street eats from a nearby vendor, the food here isn’t just sustenance—it’s part of the story.
💡 A Creative Economy That Refuses to Fade
Despite the rising towers and gentrification around it, Cubao X has sustained a micro-economy built on art, ideas, and independent spirit. Designers launch brands here. Musicians test new sounds. Filmmakers scout locations. It’s a launchpad and a refuge, where the currency is collaboration and the ROI is resonance.
This brings back memories from over a decade ago when my friend Mark, now an IP lawyer, and I ran an event production entity in support of independent musicians and artists. We launched the Island Rock Show series in Genre Bar Cubao X on the fateful night before Ondoy struck; that made the event so etched in our core memory.
🕰️ Nostalgia That Feels Surprisingly Fresh
There’s something paradoxical about Cubao X. It’s nostalgic, yes—but not in a way that feels stuck. It’s the kind of nostalgia that refreshes you. Like finding an old sketchbook and realizing your best ideas are still alive.
The past here isn’t a museum—it’s a muse. Cubao X is more than just a place—it’s a living reminder that in the middle of constant change and modernization, pockets of authenticity can still thrive. It’s where creativity, community, and memory intertwine, keeping alive a spirit that feels both familiar and brand new every time you walk through its gates. It’s a mood. A memory in motion. A reminder that progress doesn’t always mean erasure—and that sometimes, the most vibrant futures are built on the foundations of the beautifully imperfect past.
