Preparing Cebu for long-term Japanese investors

CEBU CITY – Preparing Cebu to be an ideal destination for long-term Japanese investors is not a matter of promotion, but of credibility, says Jay Yuvallos, president, Cebu Chamber of Commerce and Industry (CCCI) in a media conversation when the Philippines and Japan celebrated 70 years of diplomatic relations this year.

“More than the economic side, the social and cultural relationship is very alive. There is trust there, and the foundation lies in trust, discipline and long-term thinking—values I believe must consistently guide Cebu’s development,” Yuvallos shared.

The Cebu Chamber of Commerce and Industry (CCCI) sees a growing business opportunity for long-term Japanese investors and preparing Cebu for that, the Chamber is turning its attention to long-term cooperation in infrastructure, urban planning and climate resilience.

Early this year, Yuvallos said, the CCCI leads a multi-sector delegation to Japan composed of business leaders and local government officials to study Japanese approaches to flood control, urban planning and infrastructure governance.

“At home, CCCI is grounding its vision through tangible investments. It recently broke ground on a new phase of development at its headquarters, with construction set to commence on facilities designed to support innovation, collaboration and long-term capacity building for Cebu’s business community,” Yuvallos bared.

He added that part of the Chamber’s existing building is also being converted into an innovation hub that will house climate resilience programs, academe-industry collaboration, startup pitching spaces and SME showrooms, creating a platform for shared problem-solving and practical cooperation.

                                     Cebu as a creative, technology hub

Yuvallos, an entrepreneur who transitioned from furniture exports into logistics, warehousing and real estate, described Cebu’s relationship with Japan as one that has matured through decades of business engagement and cultural exchanges.

He said that Cebu hosts several Japanese companies, particularly in manufacturing, shipbuilding and export processing zones, alongside a visible Japanese presence in food, retail and services.  

While Japanese tourism and investment slowed during the pandemic and have not yet fully returned to pre-pandemic levels, the fundamentals of the relationship remain strong, supported by familiarity, business confidence and people-to-people ties.

Looking ahead, CCCI sees growing opportunity in creative industries such as animation, game development and digital entertainment.  Cebu already has firms providing subcontract services to Japanese and U.S. companies, reflecting a deep pool of creative and technical talent.

The Chamber’s focus is now on helping local companies move beyond subcontracting toward higher-value partnerships, Yuvallos said, adding that this transition is closely tied to alignment with Japanese business standards. As Japan faces workforce constraints driven by an aging population, demand continues to grow for reliable partners that can deliver quality, scale and consistency.

“Cebu, I believe, is well positioned to respond, provided it maintains discipline in execution.  To reinforce this, CCCI has emphasized punctuality, structure and accountability across its programs.  Events begin strictly on time, schedules are adhered to, and expectations are clearly defined, reflecting the professional standards expected in Japanese business environments,” Yuvallos mentioned.

According to Yuvallos that beyond creative industries, Cebu’s broader economic role continues to expand. Despite repeated challenges, including natural disasters and infrastructure gaps, the region has consistently recorded growth rates above the national average. This resilience is rooted in a business community that remains engaged and collaborative, even across competing interests.

The Cebu Chamber also champions responsible technology and cultural innovation as it continues to promote artificial intelligence (AI) and cybersecurity practices that strengthen Cebu’s economic, educational, and cultural foundations.

At the Human-AI Complementarity in Practice forum held on February 9 at Palm Grass Cebu Heritage Hotel, Darwin John Moises, Vice President for Partnerships, Engagement, and Governance (PEG) and ICT Champion, highlighted how AI can responsibly support heritage preservation, emphasizing the importance of storytelling, education, and ethical digital practices in maintaining Cebu’s cultural identity.

Through these engagements, CCCI reinforces its leadership in promoting responsible technology, bridging industry and academe to create a Cebu where innovation, culture, and education thrive together. (Photos: CCCI)