Amare’s Edmark Bustos announced a new concept, Pugon by Amare, which will debut in Baguio’s Camp John Hay in 2026, calling it the brand’s most personal project to date.

In a touching Facebook post, Bustos explained that the planned restaurant and café will be inspired by his youth and the family traditions that developed his passion for cooking. He wrote, “May mga lugar na negosyo. Pero may mga lugar na kwento. At ang PUGON… kwento ito ng pamilya,”

Bustos described the concept as a tribute to his father, Papa Mar, whose cooking and resourcefulness inspired Amare’s inception. “Bago pa ako natutong magtayo ng restaurant, marunong na ako mangarap sa gilid ng kalan,” he said, recalling how grew up watching his father make their family happy “gamit ang isang kawali at apoy.”

Pugon, he continued, will showcase old family recipes passed down by his father, dishes “na hindi nasusukat sa grams o cups, pero sa damdamin at pagmamahal.”

The project also features inventions from his sister Marianne, who will launch a unique coffee and café line built particularly for the new location. “Kung ako ang woodfire… siya ang aroma na humahaplos sa memorya,” he added.

Pugon by Amare, which will open in Camp John Hay, will have a restaurant, café, and event space inspired by the Bustos family’s tale.

Bustos described it as “the fire that raised” him, which will soon become the fire that welcomes guests.

Over the past decade, Bustos has transformed Amare La Cucina from a single wood-fired oven in his family’s Baguio house to one of the city’s most renowned dining brands, eventually extending to major locations in Metro Manila and other areas. Amare is known for its homemade dough, pizzas, and homestyle approach to cooking, and it has a loyal following that is fueling its growth.