Jauhn Etienne Villaruel

Rows of lechon for pre-paid and last-minute customers on display in Barangay La Loma in Quezon City on Christmas Eve, December 24, 2023. Prices of the Noche Buena staple are expected to rise due to high demand during Christmas Eve. Mark Demayo, ABS-CBN News

Article (news)

Lechon Row

Bea Cuadra

ABS-CBN News

<div><span class="fr-img-caption fr-fic fr-dib" style="width:960px;display:block" width="960"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/176714071728420231224-christmas-lechon-laloma-md-10.jpg" style="width:960px" class="fr-fic fr-dib" width="960"/><span class="fr-inner" style="text-align:left">Rows of lechon for pre-paid and last-minute customers on display in Barangay La Loma in Quezon City on December 24, 2023. Mark Demayo, ABS-CBN News/File</span></span></span></div><div><br/></div><p>MANILA — In the heart of La Loma, the &quot;Lechon Capital&quot; of Metro Manila, the air is thick with the scent of seasoned pork.</p><div><a href="https://www.abs-cbn.com/news/business/2025/12/1/la-loma-lechon-shops-reopen-but-businessmen-still-struggling-to-recover-1738">La Loma lechon shops reopen, but businessmen still struggling to recover</a></div><p>But for the vendors lining the streets of La Loma this December 31, the festive smoke carries a hint of urgency.</p><p>After a challenging year marked by temporary closures due to African Swine Fever (ASF) threats, local sellers are in extra effort, hoping the New Year’s Eve rush will finally help them.</p><p>The industry took a significant hit just weeks ago when several establishments were forced to shut down for nearly 3 weeks as a precaution against ASF.</p><p>While the Quezon City government officially declared La Loma ASF-free in the last week of November, the financial wound remains fresh.</p><p>Josie Pua, a lechon vendor in the area, admits that the comeback has been slow.</p><p>&quot;Sa ngayon matumal pa talaga ngayon… Hindi pa totally nakabawi yung amo namin dahil nagsara kami mga almost 3 weeks,&quot; Pua shared.</p><p>Despite the slow start this morning, vendors are banking on the traditional last-minute Filipino rush.</p><div><a href="https://www.abs-cbn.com/news/business/2025/12/11/customers-now-back-in-la-loma-to-buy-lechons-for-christmas-parties-1626">Customers now back in La Loma to buy lechons for Christmas parties</a></div><p>Pua observes that the real crowd usually arrives in the mid-afternoon.</p><p>&quot;Ang dagsa talaga 2-3 hanggang 5 pm talagang maraming tao so dyan,&quot; she added.</p><p>Buyers visiting La Loma today will notice a slight uptick in prices.</p><p>Vendors attribute this to the rising cost of raw ingredients and the logistical challenges of securing safe, high-quality hogs.</p><p>&quot;Medyo tumaas ang presyo ng lechon,&quot; Pua explained, citing the overhead of maintaining a business in the current economy. &quot;Dahil maraming mga expenses… Iba na talaga ngayon mahal ang bilihin.&quot;</p><p>For those planning their Media Noche feast, here is the current price breakdown in La Loma:</p><div><br/></div><div><strong>• Whole Lechon - P14,500-P30,000</strong></div><div><strong>• Lechon pero kilo - P1,800</strong></div><div><strong>• Lechon Belly - P2,000</strong></div><div><br/></div><p>Despite the higher price tags, many Filipinos consider lechon a non-negotiable centerpiece for the New Year.</p><p>Rachell Romulo, a frequent buyer, secured three kilos of lechon belly.</p><p>As the clock ticks toward the 2:00 p.m. peak hour, the vendors of La Loma remain hopeful. </p><div><br/></div><div><strong>RELATED VIDEOS</strong></div><div><br/></div><div><span class="fr-video fr-deletable fr-fvc fr-dvb fr-draggable" contenteditable="false" draggable="true"><iframe width="640" height="360" src="https://www.youtube.com/embed/lodLiV_mRcc?&amp;wmode=opaque&amp;rel=0" frameBorder="0" allowfullscreen="" class="fr-draggable"></iframe></span><span class="fr-video fr-deletable fr-fvc fr-dvb fr-draggable" contenteditable="false" draggable="true"><iframe width="640" height="360" src="https://www.youtube.com/embed/s9KSMRAdlR4?&amp;wmode=opaque&amp;rel=0" frameBorder="0" allowfullscreen="" class="fr-draggable"></iframe></span><br/></div>

<p>After a challenging year marked by temporary closures due to ASF threats, local sellers are in extra effort, hoping the New Year’s Eve rush will finally help them.</p>

After a challenging year marked by temporary closures due to ASF threats, local sellers are in extra effort, hoping the New Year’s Eve rush will finally help them.

La Loma's lechon vendors working double time this New Year’s Eve to recover from ASF slump

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La Loma's lechon vendors working double time this New Year’s Eve to recover from ASF slump

Bea Cuadra,

ABS-CBN News

Published Dec 31, 2025 08:28 AM PHT

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Lechon

Media Noche

Quezon City

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