Recipe for success

As head of the company's China operation, Chan said he admires his father's decision to brand Oishi as a local product from the very beginning.

Chan recalled that Carlos came up with the term Shanghaojia, the Chinese brand name for Oishi, because it encapsulates several meanings. In the Hokkien dialect, the term means "very delicious". In Chinese, the term could mean "supremely good" or even "Shanghai is a good home".

Chan added that this localization approach was pivotal in the company's expansion in China as Shanghai has always had a reputation for being a place that produced innovative goods of high quality.

"Shanghai itself is a brand. If people know it was made in Shanghai, there is already a level of trust," said the Filipino.

Chan noted that the company's main challenge today is to maintain its reputation as one of the top brands in the world's most competitive market. To achieve this, the company has been channeling its focus on innovation. Liwayway's factory in Shanghai's suburban Qingpu district also serves as the company's research and development center. Chan revealed that the brand will be introducing new products by the end of this year.