Arts & Leisure

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Posted on February 09, 2016 08:33:00 PM

BY NICKKY FAUSTINE P. DE GUZMAN 

The humans of Makati through a photographer’s lens

EVER since the New York Times and CNN picked up her story as a Hong Kong-based domestic helper-turned-photographer two years ago, Xyza Cruz Bacani has been doing photo exhibits around the globe. But not in the Philippines. As a sort of homecoming, Ms. Bacani, armed with her camera, returns to the country to showcase her first ever local exhibit called Humans of Makati, a photo-documentary on view at the Ayala Triangle Gardens until Feb. 12.

  

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Inspired by the Humans of New York blog that features street portraits of people and their stories, the Ayala Land, Inc.’s Make it Makati project commissioned Ms. Bacani to scour the streets of the city and take random and candid shots of its people.

“We want to highlight and emphasize the diversity in Makati that it’s not just about the big businesses, but it’s also about the people -- the souls of a city -- who make it interesting,” said Makati Project Development Manager Sheila Aguila. 

Home to over 500,000 people and the preferred business and entertainment address, the stories of Makati are varied and vivid. From 80 random shots of people from all walks of life -- taxi driver, security guard, call center agent, artist, student, businessman, and takatak boy (cigarette vendor) -- Ms. Bacani narrowed them down to 32 photos to come up with a story line, highlighting people’s dreams and aspirations.

“Even if the photos are different and the people are strangers to each other, their stories are somewhat interwoven. There’s a narrative in between the photographs,” Ms. Bacani told BusinessWorld.

Known for her black and white candid shots of random strangers, her photo exhibit deviates from her comfort zone: they are colored.

“It’s challenging because colored photos are not my forte. I have to be sensitive with the composition and the lighting,” she said.

Said she had to roam the streets of Makati for two weeks. In the exhibit, one will notice that some subjects, students and vendors, came up more than once in her photographs. “There may be repetitions [in terms of profession], but their stories are different,” she said in mixed Filipino and English.

While the exhibit champions stories of ordinary people, Ms. Bacani also included some prominent subjects like the four-time junior golf world champion Jed Dy; WheninManila website founder Vince Golangco; and Ayala Corporation Associate Mariana Zobel, among many others.

Ms. Bacani’s life story is as interesting as her subjects. Working as a domestic helper abroad for more than a decade has opened her eyes to the wicked ways of the world including human rights violation and discrimination.

Although her employer didn’t abuse her, she told this writer that photography is her way of escape. 

Ms. Bacani, who was one of the awardees at the 2015 BBC 100 Women of the World, and was short-listed for the 2016 Forbes List’s 30 under 30, said her mission is to document the lives and plight of overseas Filipino workers who are trapped in difficult circumstances.

“Photography is a universal language -- the language of freedom and equality. In photography, there’s no gender, there’s no age, there’s no social status, color, or race. We speak one language, and nothing of those stereotypes.” -- Nickky Faustine P. de Guzman

Technology

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Posted on February 07, 2016 05:18:00 PM

By Nickky Faustine P. de Guzman

Philippine Robotics Team gains recognition

DESPITE the presence of more technologically advanced countries like Japan, China, and Korea, the Philippine delegation at the 17th International Robotics Olympiad held in Bucheon, South Korea amassed 62 medals -- the most number of medals we have yet, ever since joining the contest eight years ago.

“We’re a little intimidated by the delegates, but we had the passion. This year, we’re not the number one, but we’re a force to reckon with. In terms of delegation, we are many. We have 112 students. In terms of robot capabilities, we’re advanced,” Josephine Pinky B. Legaspi, Data Science and Technology Corporation (DSTC) vice president for marketing and sales, told the BusinessWorld during a recognition ceremony on Feb. 3. The international robotics competition was on Dec. 15-20.

DSTC, a technology solutions provider for education by introducing and implementing technology in teaching and learning, is the primary sponsor for the Olympiad. But it has partnership with other private sectors including Wyeth Nutrition, which gave a Kid Innovator special award to Colegio De San Juan De Letran, Calamba students Zandra Pauline Chavez, Vince Jhanzel Sulit, and Ezekiel Godwin Torres, as models of Filipino children’s innate passion for innovation and science.  The kids are aged 10 years old, and are the youngest among the delegates.

"I've always loved Math and solving problems, even as a hobby," said Ms. Chavez, who joined the Philippine Robotics team when she was only nine years old. One of her team's winning robot is a robo tank, which makes film-making underwater easier. 

The 112 students are in grades 3 to 11 and were winners of past national robotics competitions.

Besides Letran, the delegates come from: Jubilee Christian Academy, Grace Christian College, Eton International School, De La Salle Zobel, St. Martin de Porres Guiguinto, Bulacan, St. Martin de Porres Norzagaray, Bulacan, St. Dominic de Guzman, St. Peter de Apostle, Xavier School, and Philippine Yuh Chiau, Isabela.

Yet, despite the passion and recognition, De La Salle Zobel coach Albert Pagiligan thought the Philippine team still has a long way to go.

“Lugi tayo (we’re in a disadvantage) when it comes to technology…we can only afford the little, cheap ones… The language barrier also becomes a problem because they would say this is the rule, but then again, that is not the rule written on paper,” he said.

While we may look far behind in technology, “We are still fairing well, because we bagged the gold in the Mission Challenge, which is more of a strategy test. This is where we thrive. It’s a testament where Filipinos are great.”

The 2015 prestigious robotic Olympiad was divided into challenges including Mission, Creative, Robot in Movie, and Emergency and Rescue, among others.  

“There are many other problems we can attend to, so it’s not yet financed and supported by the government unlike the advanced countries with more resources,” said Mr. Pagiligan when asked what does the Philippine team need in order to improve.

 “Sa ngayon kasi (nowadays), robotics is not integrated with our education, so it seemingly looks like only the intelligent elite could join, when it shouldn’t be because technology is for everyone. I think if this contest becomes a regular thing, we’ll eventually get the support of the government,” added Ms. Legaspi.  

FOCUS

Amp up your business game plan in the Year of the Monkey

By Nickky Faustine P. de Guzman

Some companies are rags to riches stories, while others bloom and boom only to go bust. There are many theories why this is so, though some will give a certain amount of credit to feng shui.

“A businessman, whether in a big or small enterprise, can always gain wisdom from applying feng shui practices,” Hanz Cua toldBusinessWorld. At 33, he is the youngest feng shui master in the country.

Feng Shui, which literally means wind-water, is the art of harmonizing qi (energy flow) with the surrounding environment. Mr. Cua said feng shui has a formula which he has to study and analyze every year.

“Knowing how to augment the positive qi management could yield growth in your finances and improve the operations in a company,” he said.

On Feb. 8, Chinese communities all over the world, including those in the Philippines, will celebrate Chinese New Year, officially welcoming the Year of the Fire Monkey. What surprises does the Chinese New Year hold, especially for our booming economy?

BUSINESS PREDICTIONS
“Fire is a symbol for passion, desire, and determination. While the monkey on the other hand, is the ninth animal in the zodiac. Nine is the highest number. Monkeys are jokers and witty, so it’s good to put your best foot forward but always have a plan B,” said Mr. Cua, who attended the School of Chinese Metaphysics in Singapore, among others, to earn his mastery in feng shui.

Since fire is the dominant symbol for 2016, Mr. Cua said businesses related to it, including food, gas stations, and electronics, would be in for a good year. On the other hand, business ventures linked to water, including water-refilling stations, will not do as well as others.

But there are ways to attract a good energy flow into one’s work place and home, even if, according to the geomancers, this is not a good year for you. One can, for example, wear metal (gold and silver) ornaments and place neko cats — the cat figurine that waves its arms up and down — in one’s workplace to attract good luck.

If you’re thinking of opening a business, whether micro, small, or medium, now is the best time to do so. Master Cua said business expansions and opportunities will thrive from January until June, but luck will wane in the middle of the year, then will regain traction in the “ber” months.

The general outlook for business is “extremely competitive and the climate of business is demanding,” said another feng shui expert, Marites Allen, whose clients include Ben Chan of Bench and Washington SyCip of SGV.

She said the economy looks promising in the third and fourth quarters of the year. “The people will pursue power, wealth, and financial security.”

Both experts agreed that the stock market would be “more aggressive and favorable,” especially in the second half of the year.

While businesses seem to be heading toward a good year, those people born in the year of the Tiger (1914, 1926, 1938, 1950, 1962, 1974, 1986, 1998, and 2010) may have to rethink business plans and expansions because they are prone to career losses this year. According to the experts, this is because tigers are the enemies of monkeys.

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ATTRACT GOOD VIBES
Despite the Chinese influence in Filipino culture, and the fact that the Philippines is home to one of the largest Chinese communities in the world outside of China itself, many people are still apprehensive about following feng shui tips.

When asked if the qi would still flow as abundantly if one doesn’t believe in the power of this ancient Chinese tradition, Master Cua said: “There’s no room for half-baked beliefs. It is not mandatory. If you’re anxious about it, then don’t follow it at all.”

While the keys to a successful business are determination, perseverance, and hard work, Mr. Cua said, “Feng shui is a science. It has formulas that will guide your life. It’s up to you to make sense of it. After all, you are your own architect — you build your own life.”

Still, placing a glass of water on the North side of your workplace or home to ward off negative vibes isn’t that tall of an order. Besides, you won’t lose anything if you follow it.

Here are feng shui business tips from Master Hanz Cua

Where is your entrance? The entrance or main door should always be easy on the eyes. The entryway should be spacious and clean to usher in good energy.

De-clutter. This is perhaps the golden rule in feng shui business. A muddle of files, books, office products and supplies give a bad impression to patrons and future clients. According to Master Cua, it only attracts “stagnant energy,” which can affect the sales and negotiations.

Show me the money. The cash register should always face the entrance, but it should not be directly in front of the door.

Appropriate Lighting. Proper lighting isn’t for aesthetics alone — it serves as an energizer that attracts and raises the qi energy. Always light up a dim room.

Wealth is on the left. The wealth area of your store or office is found in the far left corner. To energize the area, place a cash box or a money plant with gold or red ribbons on this side. You may also do business transactions in this area.

Chinese New Year Traditions

THE CHINESE New Year is associated with a variety of traditions, myths and superstitions. The Peninsula Manila Hotel — which will be marking Chinese New Year with a dragon dance and special auspicious meals at its various restaurants — came up with a list of some of these traditions to guide those who are less familiar with this celebration.

• No Cleaning. The household has to be thoroughly cleaned before the New Year’s day because it is believed that cleaning sweeps away bad luck from the last year. However, all cleaning equipment should be put away before the New Year’s Eve so that good luck is not swept away. Even though sweeping is allowed after the first day of a New Year, the garbage and dust shouldn’t be carried through the front door, as it may result in death or estrangement of a family member.

• No Ghost Stories. According to Chinese beliefs, what happens on the New Year’s Eve sets a precedent for the rest of the year. Foul language and unlucky words are a taboo on the first day of the New Year. Since ghost stories essentially involve mentions of death, children as well as elders are not allowed to tell stories related to spirits, zombies or the undead.

• No Washing Hair. Though you are encouraged to get a hair-cut on the first day, you’re not supposed to wash your hair to ensure that good luck is not washed away.

• No Books. Book stores remain closed on the New Year’s Eve in areas with strong Chinese traditions as buying books is not allowed. The reason stems from the fact that “book” is a homonym for “lose” in Cantonese. However, apparently, there is no restriction on reading.

• No Shoes. Shoe shopping is restricted on the first day because “shoes” is a homonym for “rough” in Cantonese.

• No Crying. Crying is also a strict no-no on New Year’s Eve which is why children are spared from spanking or punishments on the first day.

• No Sitting in the Bedroom. It is unlucky to meet anyone in their bedroom on the New Year’s Eve, which is the reason why everyone, including infants, the elderly and even those who are sick, are made to dress up and sit in the living room.

• No Sharp Objects. Handling sharp objects is considered a bad omen on the first day of the New Year, as they may cut off good fortune. It is recommended to put away knives and scissors the previous day.

• Red is Good. Bright red clothes, decorations and ornaments are highly recommended for the Chinese New Year. Children receive money in red paper envelopes from parents who wish them a healthy and happy New Year. Red paper-cuts and couplets with popular themes of good fortune or happiness, are used to decorate the household.

• Songbirds are Good. The first person you meet on New Year’s eve holds great significance on how lucky you would be throughout the year. It is considered lucky to see or hear songbirds, red-colored birds or swallows on New Year’s Eve.

Arts & Leisure

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Posted on February 03, 2016 05:54:00 PM

- Nickky  Faustine P. de Guzman 

On heirloom rice and sustainable seafood

WHITE RICE may be a Filipino staple food, but for the diet conscious, a steaming cup of rice is a sin that must be avoided at all cost. Unfortunately, not many Filipinos know and have access to the wonders of the Cordillera heirloom rice. Unlike the processed white rice found in every market which is stripped of fiber, iron, and other nutrients, the heirloom rice varieties are healthier and more filling.

  

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The International Rice Research Institute (IRRI) in Los Baños, Laguna points out that heirloom rice varieties are tastier, more aromatic, and more resilient to environmental stresses. 

In the hopes of preserving the dying Cordillera rice tradition and culture, IRRI initiated the Heirloom Rice Project. According to the IRRI Web site, the project “aims to enhance productivity and enrich the legacy of heirloom or traditional rice through empowered communities in unfavorable rice-based ecosystems.”

Many chefs, including the 2016 Asia’s Best Female Chef Margarita Fores of Cibo, Lusso, and Grace Park, and chef Chele Gonzales of Vask, have started adopting heirloom rice in their recipes.

Through the word of mouth and interaction with his chef friends, Discovery Leisure Company, Inc. corporate chef and F&B director Anthony Raymond has also incorporated heirloom rice into his recipes. His creations are available at select restaurants in Discovery hotels at Boracay, Ortigas, Tagaytay, Palawan, and Makati.

Discovery only started offering heirloom rice dishes six months ago, “but the heirloom rice is here to stay. We’re the first hotel chain in the country to promote our heirloom rice. With today’s health-conscious clientele, it helps that the [heirloom] rice contains more nutritional value than the typical white rice. It has great flavor and texture, too,” Mr. Raymond told BusinessWorld at the sidelines of Discovery Leisure Co.’s media appreciation on Jan. 19.

The sustainable project, he said, aims to help the livelihood of farmers (“98% of Cordillera farmers are women”) while promoting the survival of our rice tradition and the lifestyle of eating a healthier variety of rice.

According to chef, heirloom rice -- especially the black rice -- is rich in anti-oxidants and has less cholesterol. “It has a distinct aroma and nutty taste,” he also said.

A must-try heirloom rice dish from the group is Restaurant Verbena’s arroz loco. A favorite in Discovery Country Suites Tagaytay, the sinful paella-like creation has aromatic heirloom rice covered with tiger prawns, clams, herb-baked oysters, sausages, crab fat, crispy chicken thighs, barbecue red-braised pork belly, salted duck egg, shaved queso de bola, and chicken fat croutons.

There’s also Club Paradise Palawan’s coriander-crusted yellow fin tuna citrus with spring onions, topped with miso dressing and served on a bed of black heirloom rice. At Discovery Primea in Makati, a two-hour cooked chicken and heirloom rice is the hero. The chicken tagine (earthen pot) has green olives, lemon confit, and saffron-scented heirloom white rice salad.

SUSTAINABLE SEAFOOD
Besides championing heirloom rice, the Discovery group has also entered a partnership with Meliomar, Inc., which aims to introduce sustainable seafood to hotels and restaurants.

Besides Discovery, other hotels and restaurants, at least in Metro Manila, are at the helm of making our seafood both sustainable and delectable. They are: New World Hotel Makati, Fairmont, Raffles, Shangri-La (Makati, Edsa, and The Fort), Vask, Le Club, Marco Polo Ortigas, Manila Peninsula, Hyatt, and Marriott are part of the seafood crusade, as is Alab Restaurant, owned by chef Myke “Tatung” Sarthou. The number of members are still growing.

On Feb. 15-21, the participating hotels and restaurants will celebrate Sustainable Sea Food Week with cooking shows and demos, chef collaborations and presentations of sustainability projects, and workshops.

“We all have to start somewhere. By 2020, my vision is to ensure that 100% of all our menus across all our hotels and resorts will only serve seafood sourced from sustainable fishing,” said Mr. Raymond.

And, oh, don’t forget the heirloom rice, too.

Watch and (L)earn

MARKETING

Watch and earn

By Nickky Faustine P. de Guzman

A WOMAN’S CELLPHONE hovers above everyone else’s heads. Another girl has found a tiny space to put out her phone: beside a shirtless dude’s armpit. In the crowded Light Rail Transit train heading for EDSA, the riders seem oblivious of the traffic below and the humidity inside the train. Almost everyone’s head is bowed over their phones.

Smartphone is the new TV, the new dominant screen. Because it kills time and diverts their commuting frustrations, many Filipinos are attracted to one key app — besides Facebook and Twitter — YouTube.

Gail Tan, Google Philippines head of communication and public affairs, said 90% of Filipino netizens are on YouTube, and 80%, aged 18-34, have watched YouTube videos in a month.

YouTube is one of Google’s subsidiaries. It is a portal for videos that range from cute cat clips and Hollywood series to TED Talks and documentaries. It is the gateway for random videos to go viral and the platform for strangers who crave overnight stardom.

“YouTube accommodates one billion viewers across the globe every month,” said Ms. Tan on Jan. 20, during the Google Ads announcement of the top 10 most watched local advertisements in the Philippines last year.

AD PLATFORM
In the age of evolving platforms, YouTube is becoming a viable medium for ads, whether for self- or commercial promotion. It’s now at the forefront and of some marketing strategies, because in the eyes of such advertisers, 1 billion viewers a month are 1 billion potential consumers.

Lauren Tanganco, Unilever Philippines senior assistant brand manager, told BusinessWorld on the sidelines of the event that it’s relatively economical to place advertisements online than on TV and in print. Newspaper advertisement usually cost five to six digits, depending on the size, color, and page placement. A 30-second TV commercial is even more expensive.

Unilever is the biggest spending company advertiser in the country. It holds 400 brand names under its belt, including Knorr, Ponds, Surf, Dove, Lady’s Choice, and Closeup, among others.

According to the latest Kantar Media report in 2014, next to Unilever, the other big spenders, in order, are Procter and Gamble Philippines, Inc.; Nestle Philippines, Inc.; United Laboratories, Inc.; and Colgate-Palmolive Philippines, Inc.

Ms. Tanganco didn’t divulge the digits of how much an online advertisement costs. But according to YouTube, “you only pay when someone engages with your ad. If they skip it before 30 seconds (or the end), you don’t pay a cent.” For instance, a video with 20,000 views on YouTube has a daily cost of $100, or P4,700++.

YouTube measures its ad results with built-in analytics, showing where the ad is viewed and how many clicks it gets.

According to Ms. Tan, there may be a “skip” button at the bottom right of YouTube advertisements. But once you’re past the 30-second mark, even if you didn’t finish the entire clip, it’s already counted as one view.

KEY INGREDIENTS TO A SUCCESSFUL AD
The table below is Google’s list of the top 10 advertisements in the Philippines for the second half of 2015, touched hearts and emptying pockets by incorporating key promotional tactics like catchy tunes, popular brand ambassadors, and compelling story lines.

The list is based on the number of clicks and views in the second half of last year, though the actual figures for the period were not available.

What’s the difference between online and traditional advertisements? It turns out, not that much. The famous faces, catchy phrases fomula for a successful TV commercial works online, too.

The AlDub tandem featuring Maine “Yaya Dub” Mendoza and Alden Richards secured the most viewed YouTube advertisement last year, all thanks to their massive followers. Together, they starred in two of the top 10 commercials, while Yaya Dub by herself featured in another high-scorer.

According to McDonald’s Marketing Director Christina Lao, the team that conceptualized the AlDub’s first ever commercial was very happy to secure the earliest partnership before the inevitable stardom saturation.

“There will be an expected saturation since all brands are getting AlDub, but [the saturation effect is not as big] if you’re the first to do their commercial,” said Ms. Lao. She said the marketing team was into “social listening,” or paying attention to the pulse of the masses; that’s why it secured AlDub’s first commercial.

She also said the commercial has tripled the volume order of McDonald’s chicken fillet ala king, which usually doesn’t make it to their top five most ordered items.

It also helps to have a lively, catchy theme song, especially when paired with dance moves. This contributes to a strong brand awareness and name recall. Half of the commercials that made it to the top used captivating jingles, including Tides’ “am-ba-ba-ba-ba-ba-ba six pesoslang yan!” and Jollibee’s iconic “I love you Sabado, pati na rin Linggo.”

“Jingles are part of the heritage of a brand,” said Knorr Marketing Director Oli Sicam. Knorr’s “Asim kilig” jingle made it to the top 2015 ads.

McDonald’s direct competitor, Jollibee, meanwhile said it revived its iconic “I love you Sabado” jingle because “we saw a decline in our weekend sales because of the competition against weekend family getaway options,” said Arlene Adeva, Jollibee PR director and head of kids marketing.

But, commercials aren’t purely intended for sales; they can be educational, too. Bear Brand’s Micronutrient Deficiency edutainment video, which utilized the power of jingle, dance moves, and cartoons, is an example that education and promotion can go well together.

While Bear Brand cannot directly attribute the YouTube ad to its growing sales, the company saw a 40% increase in Google research for the word “micronutrients.”

An all-star cast and a memorable theme song aren’t the only key ingredients to a good promotion. Advertisements, whether soft- or hard-sell, should speak to the heart.

A successful promotion should have a story to tell and with a heartwarming advice, said Chuckie Consumer Marketing Manager Caron Cruz. “Our tag line appeals to the emotion,” she added.

Nestlé’s chocolate drink commercial, which secured the third spot, champions the classic mother-and-son tandem, where moms often take the roles of parent and friend. The commercial, which is also notable for its theme song, ends with a touching recommendation: “Minsan lang sila bata; sabayan mo na (They’re only kids for a moment; grow with them).”

Resorts World Manila (RWM), on the other hand, attributed a 10% increase in moviegoers to their YouTube commercial, which got the fourth spot. The advertisement shows a digital roulette that picks a random movie audience member who will take home P1 million.

In line with the RWM branding, it has come up with other gimmicks including lucky seat and fortune cookie surprises, where random, unwitting customers have the chance to take home cash prizes.

It is also important to note that all commercials but Globe’s went past the 30-second convention, which may suggest that the audience has a longer attention span, or that the ad successfully captured their attention.

“The digital space has become an extension of what can be viewed on TV, allowing brands to tell longer and more powerful stories. Nine out of 10 ads going beyond the usual 30-second mark is proof that digital offers a degree of creative freedom for brands to tell their stories,” said Ms. Tan.

Eskinol’s Wattpad five-minute second Webisode, which got the ninth spot, demonstrates how a storyline, no matter how short or long, engages audiences.

Webisodes are collection of short, online episodes.

“The Webisode garnered more than 2 million hits, and it just goes to show that people will engage with longer videos as long as they have a great story to tell,” said Ms. Tanganco.

Arts & Leisure

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Posted on January 27, 2016 04:43:00 PM

By Nickky Faustine P. de Guzman, Reporter

Becoming the Ice Cream Man

THE LOVE of ice cream knows no age. At 79, Pope Francis enjoyed his ice cream on the way back to Rome after visiting the Philippines last year. He had malted milk and brown butter almond brittle flavors. News reports said he liked them very much. But while ice cream doesn’t discriminate, ice cream lovers with discerning tastes know when ice cream is all fluff and dress up.

CARMEN’S BEST Madagascar Vanilla

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It is no surprise then that Carmen’s Best -- the line of artisanal ice cream that the Pope savored -- has built up a cult following that will soon expand overseas. Starting out at local weekend markets, Carmen’s Best will be marketing its cold treats in international countries like Hong Kong, Singapore, and the United Arab Emirates in the latter part of the year. It is setting up a factory at the Laguna Technopark, and its registration with the Philippine Economic Zone Authority has been approved with incentives.

“This is why I am brave to export: because I know our ice cream is a quality,” Paco Magsaysay, the man behind the ice cream brand, told the BusinessWorld on Jan. 19 en route to Los Baños, Laguna, where he gets his fresh milk.

He said authentic ice cream is made of 80% fresh milk and not water or milk powder. His is homemade and made with love. It’s artisanal ice cream crafted the old-fashioned way: with no additives and not mass-produced. It helps that the ingredients used are some of the finest in the globe: the vanilla beans come from Madagascar and the malted milk from England, for instance.

HOW IT STARTED
Carmen’s Best traces its beginnings to the 27-hectare dairy farm in Laguna, owned by Mr. Magsaysay’s father, former Senator Ramon Magsaysay, Jr., who acquired it in 2008. Here, 264 cows live where the air is fresh and only green is seen. The cows were flown in from New Zealand and are quite a spoiled bunch: they listen to classical music every day at four in the morning and four in the afternoon, when they are milked. Only women can milk the cows, because they have softer, gentler hands. Mr. Magsaysay said the cows, like humans, are prone to stress. 

But the farm had a surplus problem. What to do with the extra fresh milk? In 2009, the Senator’s son started Carmen’s Best Dairy Products, turning the excess milk into yogurt, cheese, and pastillas (milk candies). “But everybody makes pastillas,” Mr. Magsaysay realized.

That was when he decided to make ice cream instead. Why not make the best ice cream in town? Ice cream that doesn’t melt right away, and that is filling and fulfilling? But he soon realized problems when it came to flavors. “Vanilla is very common,” he said. So he started with four flavors the market wasn’t used to: butter pecan, malted milk, coffee, and salted caramel.

His ice cream doesn’t melt easily because it is made from pure, fatty, cow milk, he said, unlike other ice cream on the market made from powdered milk and water.

He named his ice cream after his daughter, Carmen. (He also has two sons.)

“We have this notion that desserts cater to women more than the men. I mean, look at Mrs. Fields cookies. I think no one would buy if I named it Paco’s Best,” he said, laughing.

He likens ice cream to a young girl’s roller coaster-like emotions. It is the happy pill after a break up, and the mood-booster to PMS (premenstrual syndrome). Hence, some of his ice cream flavors are named “He’s Not Worth It” (a dark chocolate ice cream with Oreo cookies, walnuts, pecan, and caramel fudge) and “Nuts About You” (a maple-flavored ice cream fully loaded with, what else, nuts).

PERSONAL FAVORITES 
He started selling Carmen’s Best ice cream in February 2011, but said he wasn’t taking the new-found business seriously. But he soon knew that he was on the right path when the sales of his creations started to pick up through the word of mouth, just as Häagen-Dazs Philippines ended in mid-2012.

“The goal is to be better than Häagen-Dazs and Ben and Jerry’s,” said Mr. Magsaysay, who is now a legitimate “Ice Cream Man” after taking an ice cream short course at Pennsylvania State University in 2013. (Ben & Jerry’s ice cream founders Ben Cohen and Jerry Greenfield were also alumni of the Penn State ice cream course.)

Mr. Magsaysay’s personal favorites are pistachio and tres leches (sponge cake in milky ice cream). So far, there are 38 flavors to choose from. They range from local -- coconut, ube(purple yam), cheese macapuno (young coconut meat), and pineapple sherbet -- to classics like cookies and cream, rocky road, dark chocolate, strawberry, salted caramel, and milk chocolate, and contemporary flavors like brown butter almond brittle, Turkish baklava, Twix chocolate bars, and one that is spiked with whiskey.

No one knows what other flavors Carmen’s Best will be offering here and abroad, but Paco Magsaysay, the country’s Ice Cream Guy.