“Hindi na ako magagalit. Nagpapa-picture na ako”

Diwata returns to the tricycle pares cart in Gen. Trias after business downsizing.

Food entrepreneur and social media personality Deo Jarito Balbuena, popularly known online as Diwata, is once again trying to win back customers, this time through a roaming tricycle cart selling pares in General Trias, Cavite.

“Libre na ang picture ngayon at malaki na ang pinagbago ko. Mabait na ako ngayon at lagi na akong nakangiti,” Diwata said.

At its peak, his flagship brand, Diwata Pares Overload, expanded beyond its original Pasay branch, opening branches in several locations, including Quezon City, Calamba City, Laguna, and San Fernando, Pampanga.

The scaleup struggle

Eventually, most of the branches struggled to sustain operations, leading to store closures and a significant downsizing of the business.

“Nagagalit ang mga basher kasi nakasimangot daw ako, tapos hindi pa ako nakangiti,” Diwata said.

Diwata rose to online fame after his pares business exploded across social media, drawing massive crowds to his original stall in Pasay. Long lines, online clout, and his outspoken personality turned the eatery into one of the most recognizable street food spots.

But over time, Diwata became the subject of repeated online criticism and backlash, ranging from customer complaints and management issues to the subpar taste of his food to negative commentary circulating across platforms.