It publishes news, reviews, and information on food, culture, music, fashion, travel, and other lifestyle topics.

When In Manila (the preposition is deliberately capitalized "to convey its mission as a metro guide highlighting the latest lifestyle trends and developments"[1]) creator Vince Golangco, after studying and working in the US, traveled the world and settled in the Philippines because he fell in love with the country.

[2] He originally launched When In Manila as a video blog, with a staff of four: a writer (Golangco), two videographers, and a webmaster.

[3] As of August 2013, it was reported that When In Manila has over 350,000 visitors per month, and has more than 1 million social media followers.

[1] The content of articles published by When In Manila is grouped into the following sections: news & features, food & restaurants, nightlife & events, travel & adventure, lifestyle & places, and fashion & beauty.