A wave of new U.S. tariffs in 2025 has added pressure to businesses importing Filipino goods into Hawaii. With a large Filipino-American population in the state, this policy shift has sparked concern over food accessibility, cultural continuity, and price stability.
Despite facing a sudden 17% tariff on Philippine products, Filipino food importer Ramar Foods has made the bold decision not to raise retail prices—at least for now. As Hawaii battles one of the highest costs of living in the United States, this move offers relief to consumers and a fascinating case study on how cultural loyalty, business resilience, and economic foresight converge.
The Impact of Tariffs on Filipino Food Imports
The initial shock came when President Trump’s administration implemented a 17% tariff on goods imported from the Philippines. That figure is nearly triple the previously set rate and immediately disrupted supply chain expectations. Although the tariff was later adjusted to 10% until July 9, the financial damage had already begun for many importers.
Tariffs increase the landed cost of products, which normally trickles down to consumers through price hikes. Filipino food—already considered a specialty import—is particularly vulnerable due to its unique production sources and shipping requirements.
Ramar Foods: A Case Study in Resilience
Ramar Foods, a California-based food importer with a branch in Kapolei, Hawaii, has been supplying Filipino comfort food to the diaspora for nearly 60 years. From ube ice cream and lumpia to tocino and sardines, their products are staples in many Filipino-American households.
In response to the tariff, Ramar opted not to increase prices, instead choosing to absorb the cost. According to branch manager Michael Medina, the company focused on adjusting its inventory, reassessing vendor relationships, and tightening margins. Their mission: to keep essential products affordable for the community they serve.
Filipino Favorites at Risk
The tariff doesn’t just affect bottom lines—it threatens access to beloved dishes that define Filipino culinary identity abroad. Among the affected imports are:
Ube Ice Cream (Magnolia)
Lumpia (Spring rolls)
Tocino (Cured sweet pork)
Canned Sardines
Tropical Fruit Juices
Longganisa (Filipino sausage)
These items represent more than just food—they are emotional connections to the homeland for Hawaii’s Filipino population.
Hawaii’s Filipino Community: Cultural and Economic Ties
Filipino Americans make up nearly 25% of Hawaii’s population, making them one of the largest ethnic groups in the state. Food plays a critical role in maintaining cultural identity across generations.
Imported Filipino food products are not just luxuries—they are necessities for thousands of households that rely on them to preserve traditions, celebrate milestones, and share generational recipes.
The Cost of Living Crisis in Hawaii
Hawaii consistently ranks as the most expensive state in the U.S. Basic goods, housing, and utilities are already well above national averages. Adding import-based inflation on Filipino food could strain the budgets of many families, especially those with fixed incomes.
Understanding this, Ramar Foods has resisted price hikes. Medina noted that “Hawaii is already one of the most expensive, if not the most expensive, state to live in,” reinforcing the company’s role as a cultural steward as much as a business.
Business Decisions Under Pressure
Absorbing increased costs isn’t sustainable forever. Ramar Foods, like many importers, must walk a fine line between supporting consumers and maintaining profit margins. The company is making real-time adjustments to their strategies:
Forecasting demand to avoid overstock
Focusing on high-turnover items
Renegotiating supplier terms
Streamlining logistics for efficiency
These decisions help delay the need to pass costs onto customers but come at a financial toll that grows with each week the tariff remains in place.
Diplomatic Perspective from the Philippines
Despite the negative impact of the tariff, the Philippine government remains cautiously optimistic. Consul General Arman Talbo, based in Honolulu, noted that the Philippines received a “relatively lower” tariff compared to other nations—presenting potential opportunities to strengthen trade ties.
Philippine trade offices are working with their U.S. counterparts to negotiate more favorable terms and identify strategies to increase exports. The situation, while challenging, is also seen as a pivot point for deeper economic engagement.
Short-Term vs. Long-Term Viability for Importers
Ramar Foods has made it clear that their ability to absorb the tariff “depends on how announcements are made in the weeks ahead.” This uncertainty makes long-term planning difficult. If the 10% rate is extended or re-increased, the company may have no choice but to pass some costs onto consumers.
Should that happen, Filipino families could begin altering buying habits—shifting from specialty stores to mainstream brands or even reducing cultural food consumption altogether.
Strategic Planning in Volatile Trade Environments
Unpredictability in trade policy has forced importers to become more agile and strategic. Businesses must now plan for:
Multiple tariff scenarios
Sudden changes in international agreements
Increased competition from other ethnic food markets
Consumer backlash if prices rise
Flexibility and foresight are now essential elements of survival in today’s import landscape.
Consumer Loyalty and Brand Trust
For companies like Ramar, brand trust is a crucial asset. Their transparency around absorbing costs, combined with their consistent product quality, has built a loyal customer base. Filipino consumers appreciate efforts that prioritize community well-being over profits.
Maintaining open communication and delivering culturally significant products reinforces that trust, even when external factors create pricing uncertainty.
Broader Implications on Asian Food Imports
The Filipino food import dilemma is a microcosm of a larger issue. Tariffs are also affecting products from Vietnam, Thailand, and Korea—countries with large diaspora populations in the U.S.
This could set a precedent for how ethnic food markets adapt to economic disruptions. Shared challenges may encourage cross-cultural collaborations or collective lobbying for more balanced trade policies.
The Role of U.S.-Philippines Relations in Trade
The historical alliance between the U.S. and the Philippines dates back over a century. While strong diplomatically, their economic partnership faces hurdles amid changing global dynamics.
The current tariff conflict is a test of how both governments value their shared economic and cultural relationships. The outcome may shape not only food trade but broader policies on labor, investment, and education.
Supporting the Local Economy Through Food
Stabilizing Filipino food prices has ripple effects across Hawaii’s economy. It supports:
Small grocers who rely on imported goods
Local restaurants offering Filipino cuisine
Families dependent on affordable cultural staples
Tourism businesses that highlight ethnic dining
By not raising prices, Ramar Foods indirectly sustains dozens of smaller enterprises and thousands of consumers who depend on their supply chain.
What Filipino Consumers in Hawaii Can Expect
In the short term, Ramar Foods and similar importers will likely maintain current prices. But if tariff policies don’t ease or negotiations falter, changes may occur.
Consumers can support these businesses by:
Continuing to buy Filipino food products
Shopping from local ethnic grocers
Spreading awareness about the cultural importance of food access
Advocating for fair trade practices that protect cultural imports
A strong, vocal consumer base can make a difference in how policies evolve.
Conclusion
The 2025 U.S. tariffs have placed Filipino food imports to Hawaii at a critical crossroads. With prices rising and economic pressure mounting, importers like Ramar Foods have chosen to shield the community rather than raise costs—at least for now.
This choice reflects more than just smart business; it embodies a deep commitment to heritage, dignity, and unity. As the Filipino community in Hawaii continues to thrive, their access to food from home is more than a convenience—it’s a cultural necessity worth defending.
