Members of JCI Manila welcomed the Lunar New Year with a powerful message on entrepreneurship and values as business leader Cecilio Pedro, fondly called “Papa Ces” by the JCI Manila community, delivered an inspiring talk during the Chinese New Year General Membership Meeting of JCI Manila held at Rizal Park Hotel.
The founder of Lamoiyan Corporation and the man behind the proudly Filipino brand Hapee Toothpaste spoke candidly about the realities of building a company in a market dominated by multinational corporations.
More than a business story, his presentation introduced what he calls “The Lamoiyan Spirit,” a framework of leadership rooted in social responsibility, perseverance, integrity, respect for the individual, environmental stewardship, and teamwork.
The Lamoiyan Spirit Environment
These principles, Papa Ces explained, are the true foundation behind the company’s journey and enduring success.
Do Not Be Afraid of Giants
One of the most memorable moments of the talk was Papa Ces’ reminder that small businesses should never feel intimidated by large corporations.
“When we started Hapee, we were a small Filipino company competing against multinational giants. But we believed that creativity and perseverance could level the playing field.”
He distilled this into a simple but powerful message:
“Do not be afraid of giants.”
For entrepreneurs, the lesson was clear. Being small does not mean being powerless. In fact, smaller companies often possess advantages that large organizations struggle to replicate—agility, creativity, and the courage to experiment.
Papa Ces emphasized that Filipino entrepreneurs should never underestimate their ability to innovate and compete.
Failure Is Training
Papa Ces also spoke openly about the rejection the company faced during its early years.
“Many stores refused to carry our toothpaste. Some even laughed at the idea that a Filipino brand could compete.”
Yet those experiences, he explained, became essential lessons.
“Failure is not the end. It is training.”
Rather than viewing rejection as defeat, Papa Ces encouraged entrepreneurs to treat setbacks as part of the learning process.
Every refusal from a distributor, every returned product, and every skeptical customer forced the company to improve its strategy.
For Papa Ces, perseverance is not simply stubbornness. It is the willingness to keep refining one’s vision until it works.
Differentiate or Disappear
Another key insight from the talk was the importance of differentiation.
Competing directly with multinational companies on the same terms would have been impossible for Lamoiyan.
“You cannot fight giants using their own strategy. You must find your own.”
This realization led the company to one of its most creative marketing moves—licensing cartoon characters for toothpaste packaging to appeal to children.
The strategy helped Hapee build a strong presence among Filipino families and created a unique identity in the market.
The lesson for entrepreneurs was unmistakable: in business, uniqueness is survival.
Companies that simply imitate larger competitors will struggle. Those that innovate can create entirely new opportunities.
Business Should Uplift People
Beyond strategy, Papa Ces spoke about the deeper purpose of entrepreneurship.
One of the most remarkable aspects of Lamoiyan’s story is its commitment to inclusive employment. A significant portion of its workforce consists of deaf and hearing-impaired individuals.
“A company should not only create products. It should create opportunities.”
This philosophy reflects the social responsibility pillar of the Lamoiyan Spirit.
The Lamoiyan Spirit Environment
Papa Ces shared that providing meaningful employment to marginalized communities strengthened both the company and its sense of purpose.
He reminded the audience that businesses can become powerful platforms for social transformation.
Leadership Built on Values
Throughout the talk, Papa Ces emphasized that the long-term strength of any organization depends on values.
Integrity, he noted, must remain non-negotiable in leadership. Teams must operate with trust, respect, and a shared sense of mission.
He also highlighted environmental stewardship as an essential responsibility for companies today, reminding leaders that business success must go hand in hand with protecting natural resources.
These ideas form the core of the Lamoiyan Spirit, which continues to guide the company decades after its founding.
The Lamoiyan Spirit Environment
Building Filipino Brands with Pride
Papa Ces concluded his talk with a message that resonated strongly with the audience.
“Why should we only buy foreign brands? Filipinos can build brands that compete globally.”
He encouraged entrepreneurs to believe in the strength of Filipino enterprise and to take pride in creating products that reflect local ingenuity and determination.
The success of Hapee, he said, proves that Filipino companies can stand alongside global competitors when guided by perseverance, creativity, and strong values.
A Timely Message for the New Year
As members of JCI Manila gathered to celebrate the Chinese New Year, Papa Ces’ message served as both inspiration and challenge.
His story demonstrated that entrepreneurship is not merely about building companies. It is about building institutions that reflect purpose, integrity, and service to society.
For many members present that evening, the lessons of the Lamoiyan Spirit were clear: do not fear giants, learn from failure, differentiate boldly, uplift others, and believe in the strength of Filipino enterprise.
In the end, Papa Ces reminded everyone that the greatest legacy of a business is not just the products it sells, but the lives it touches.
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