A 33-year-old man in Cebu City has found a festive and effective way to attract customers to his traditional soybean dessert stall: by dressing up as Santa Claus. The heartwarming scene unfolded at the iconic Fuente Osmeña Circle on Monday, December 15, 2025, where his unique approach drew smiles and boosted sales.
A Family Tradition in a Santa Suit
The vendor, identified as Ariel Kimpan from Barangay Quiot in Cebu City, is no stranger to the taho business. He has been selling the sweet treat since his childhood. Supporting his three children, the income from taho sales is the primary source of livelihood for his family.
Kimpan learned the trade from his father, who was also known for his distinctive selling style. His father would wear formal attire while vending taho, a practice that inspired Ariel's own creative twist with the Santa Claus costume. This continuation of a family legacy adds a deeper layer to his festive appearance.
The Daily Grind of a Festive Vendor
Kimpan's workday begins early. He starts his sales at 6:00 in the morning near a mall in the South Road Properties (SRP) area. His primary customers at this location are early-morning joggers looking for a quick, energizing snack.
By 8:00 a.m., he packs up and moves his operation to the much busier Fuente Osmeña Circle. This strategic move allows him to catch the morning rush of pedestrians, commuters, and tourists, maximizing his sales potential for the day.
More Than Just a Gimmick
While the Santa costume is undoubtedly a clever marketing tactic, the story highlights several key aspects of local Filipino entrepreneurship:
- Adaptability and Innovation: Finding creative ways to stand out in a competitive informal economy.
- Family Legacy: Preserving and adapting traditional livelihoods across generations.
- Hard Work: The dedication required for a dawn-to-day operation to provide for a family.
Ariel Kimpan's story is a seasonal reminder of the resilience and creativity found in Cebu City's streets. His red suit and hearty "Ho, ho, ho!" are not just for show; they represent a serious commitment to his craft and his family's well-being.
