Tooting My Own Horn.
Pinoy Capital
The Filipino Nation in Daly City
Benito M. Vergara, Jr.
Home to 33,000 Filipino American residents, Daly City, California, located just outside of San Francisco, has been dubbed “the Pinoy Capital of the United States.” In this fascinating ethnographic study of the lives of Daly City residents, Benito Vergara shows how Daly City has become a magnet for the growing Filipino American community.
Vergara challenges rooted notions of colonialism here, addressing the immigrants’ identities, connections and loyalties. Using the lens of transnationalism, he looks at the “double lives” of both recent and established Filipino Americans. Vergara explores how first-generation Pinoys experience homesickness precisely because Daly City is filled with reminders of their homeland’s culture, like newspapers, shops and festivals. Vergara probes into the complicated, ambivalent feelings these immigrants have—toward the Philippines and the United States—and the conflicting obligations they have presented by belonging to a thriving community and yet possessing nostalgia for the homeland and people they left behind.
Reviews
“Pinoy Capital is a colorful and nuanced ethnographic foray into the social institutions and quotidian lives of Filipino Americans living in Daly City. Vergara is a gifted writer and his work delves closely on the affective and reciprocal relationships and practices of Filipino Americans as immigrants. This is a welcome and important study, and Vergara puts forward important and innovative assertions and arguments that will have repercussions on debates about Filipinos in the United States.”
—Martin Manalansan, University of Illinois, Urbana-Champaign, and editor of Cultural Compass: Ethnographic Explorations of Asian America
“Pinoy Capital is a landmark text—an exciting, refreshing, and critical ethnography that continues, but revitalizes, ongoing conversations regarding Filipino immigrant/transnational life in the United States. There have been very few ethnographies of this group, and I think this one not only offers a much-needed and provocative study, it complicates arguments and discussions about the specificities of Filipino immigration to the U.S. Vergara provides solid and rigorous engagement with his objects of study, and he is especially attuned to the clarities and complexities of everyday life in a particular site that is touted as a quintessential one for Filipino American settlement.”
—Rick Bonus, Associate Professor, Department of American Ethnic Studies, University of Washington
About the Author
Benito M. Vergara, Jr. is the author of Displaying Filipinos: Photography and Colonialism in Early 20th-Century Philippines. He lives and works in the San Francisco Bay Area.
232 pp
6×9
3 tables 2 map(s)
paper: $25.95, Jan 09
EAN: 978-1-59213-665-0
ISBN: 1-59213-665-6
cloth: $74.50, Jan 09
EAN: 978-1-59213-664-3
ISBN: 1-59213-664-8
Popularity: 4% [?]



Congrats! I look forward to reading this.
Yay! X-posting this on the PAWA blog, and let me know if you’d like he to help you contact Eastwind. Yay!
I bet this would be a hot seller in the Costco in Daly City. I know, Costco right? But it worked with Mel Orpilla’s Filipinos in Vallejo book.
By the way, sir, I may or may not have bought your book off of Amazon today. I look forward to reading it when it gets here. Congratulations.
Thanks, everyone! Costco — I never thought of that. (Of course, Mel’s book is a lot more sellable than mine.)
My estimated arrival date is 02/12/2009 – 03/02/2009. Thanks kindly to Amazon for being so specific. PS: luv the new blog format!
Just received a copy of your book here in Mosul of all places. With free shipping from Amazon at that! I’m already halfway through. Fantastic!
Malena (Jen, is that you?): I just checked on Amazon and it looks like the backlog has eased up (it says it’s back in stock). Thanks for getting a copy!
Ari: you’re in Mosul??? (I don’t think I’ve heard from you in years!) p.s. You need an rss feed for pupu-platter by the way!
Very cool. I dig it!
http://freskocity.wordpress.com/
[...] few weeks (okay, months; don’t judge)– which is a damn good book by any account– Benito Vergara’s Pinoy Capital arrived in the mail Friday (along with Ian Gamazon’s Cavite and Georgia [...]
Congrats!!!
BTW are you also behind the Mad Crowd Media?
Thanks, Ken — no, that’s my brother, who’s also named Benito Vergara, and not to be confused with our father of the same name. Ken, weren’t you on SCF back in the mid-90s?
Being a Native Californian having been Raised in the bay area and Residing in southern calif.You Have Forgotten about the many other towns in the State and the US That have very large Filipino Populations.Just look around.
Oh and By the way I have not Read Your book yet.