I think that Pinoys are softies at heart or made of pusong mamon. We are sentimental and sensitive people with a fondness for drama and romance. We fall easily for victims and underdogs. We are dreamers and believe in the fluff that fantasies are made of.
To derive the term from the delicate sponge cake definitely hits the spot. For what else is mamon but fluffy as romantic dreams and soft as sweet nothings whispered in one’s ear? The name establishes it as a distinctive pastry of its own, the way donuts and croissants make you think of a specific taste and shape. And in a world filled with alluring pastries, the mamon stands out as a true Filipino classic. Its light texture makes it a treat that is never too heavy to devour. For me it’s comfort food, so having it around makes me feel like I am home. It’s something you don’t get tired of because it has become part of the Filipino palate. And its seeming plainness is that it doesn’t need any embellishments to make it special. Its taste speaks for itself, as each bite fills your mouth with a rich flavor that is hard to describe: buttery overtones with a hint of vanilla, just the right amount of sweetness.
My late mother definitely had a soft spot for mamon. It is her all-time favorite next to sans rival. She keeps it in her pantry, which contains all her favorite foods. My mother has this thing about mamon. She wants it slightly toasted before eating, which is why often I find the smell of toasted mamon wafting through our kitchen.
When it comes to food, my mom and I may have our differences in taste, but when it comes to mamon, we both agree that Goldilocks meets the standard. For me Goldilocks has captured the mamon’s perfect, pillow-soft texture, and I am happy that they have established a name for themselves by recognizing and proudly carrying true Filipino desserts, making the iconic mamon the definitive Pinoy treat that can be snacked on at any time of day, mainly because of its affordable price.
Recently, I was asked to work as a food stylist for the advertisement of Goldilocks’ newest product — the Pusong Mamon — designed to make this Pinoy classic appeal to the younger generation. It literally is pusong mamon because it is shaped like a heart! And what makes it unique is the sweet surprise. As one takes a bite, a luscious caramel filling oozes out, which I find not too sweet and not too thick, but just right. I took a liking to it instantly. In fact, I feel it’s going to start a new sweet craving. The heart shape alone opens up an entire world of possibilities, gift-wise. The new shape and flavor also encourage a generation of Filipinos who grew up with Goldilocks mamon (myself included) to revisit an old favorite. Perhaps, most importantly, it allows the younger market — several of who probably can’t relate to the rich heritage that this simple delight has built — to discover a youthful take on a true classic. Hopefully, this new line will capture teens hooked on Candy Crush and junk food to develop a fondness for the Filipino sweets we grew up with.
The bakeshop giant has even enlisted the sweet and bubbly popular young actress Jasmine Curtis-Smith to kick off their Pusong Mamon promotion. Ultimately, the product will speak for itself and, in fact, I have stocked some in my pantry already. It’s best to be prepared for any time that craving hits! Pusong mamon? Yup, that’s me and proud of it!