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Cebu Pacific named Fastest-Growing Filipino Brand, Ranks 6th Strongest in 2025

Business

Cebu Pacific (PSE: CEB), the Philippines’ leading carrier, has been recognized as the fastest-growing brand in the country and ranked sixth among the strongest Philippine brands in 2025 by a London-based brand valuation firm, highlighting the airline’s continuous efforts to strengthen its network, operations, and services. Brand Finance, the world’s leading brand valuation consultancy firm, cited CEB’s commitment to operational expansion and service enhancements as factors contributing to its relentless growth as it highlighted the international new routes that the airline launched from Cebu, Davao, and Iloilo last year. CEB’s brand value has risen by 86% to USD 386 million in 2025, according to Brand Finance’s 2025 report on the most valuable and strongest Filipino brands. CEB also received a Brand Strength Index Score of 89.1, placing sixth among the strongest Filipino brands. Within the local aviation sector, CEB achieved the highest growth rate.It also noted the 26% rise in CEB’s passenger traffic and 15% increase in revenue for 2025, as well as the boost in the airline’s cargo business with nearly 36 million kilograms transported between April and June 2024. “With new routes, record passenger numbers, and a booming cargo business, the airline is strengthening its presence both in the Philippines and across Asia,” Brand Finance said. To further meet the growing demand for air travel and support its long-term growth, CEB in 2024 placed an order of up to 152 aircraft from Airbus — the largest aircraft order in Philippine aviation history — a move that “underscores the airline’s commitment to scaling up operations and reinforces its position as a leading player in the low-cost carrier segment,” Brand Finance added. “Cebu Pacific’s recognition as the fastest-growing Filipino brand reflects our dedication to serving the needs of our customers. Our strong brand growth highlights not only the impact of our continued investment in expanding our operations, but also the trust and loyalty of our passengers. This milestone inspires us to keep pushing forward — offering more flights, upgrading our services, and making air travel easier and more accessible for every Juan,” said Candice Iyog, CEB Chief Marketing and Customer Experience Officer. Brand Finance used a mix of financial analysis and consumer insight to determine the value of top Filipino brands. The firm calculates brand worth using the “Royalty Relief” method, which estimates how much a company would pay to license its own brand name. This approach factors in projected revenues and industry-standard royalty rates to determine a brand’s financial value. To measure brand strength, Brand Finance surveyed over 175,000 respondents to assess their perception of more than 6,000 brands worldwide. These insights are combined with real-world data to assign each brand a Brand Strength Index score, which plays a key role in the final valuation. With its signature seat sales and year-round low fares, CEB remains as the airline of choice for many Filipinos, maintaining a market share of 57% for May 2025. Since 1996, the airline has flown over 250 million passengers, with 7 million passengers serviced in the first quarter of 2025 alone. CEB also offers the widest domestic network among Philippine carriers, currently flying to 37 domestic and 26 international destinations across Asia, Australia, and the Middle East.                

Cebu Pacific, Flyadeal Forge Strategic Partnership for Wet Lease, Commercial Cooperation

NCR

Manila, PHILIPPINES – Cebu Pacific (CEB), Philippines’ leading carrier, and flyadeal, Saudia Arabia’s fast growing low-cost airline, today signed a Memorandum of Understanding (MoU) to explore joint strategic commercial initiatives. The historic agreement covers a wide range of opportunities in commercial cooperation and support in maintenance and engineering. The first phase of the MoU will see flyadeal utilize two of Cebu Pacific’s Airbus A320 aircraft on a wet-lease arrangement for the upcoming summer peak flying season in the Kingdom of Saudi Arabia. Reciprocally, Cebu Pacific is examining wet-leasing flyadeal A320s during the busy winter period in Southeast Asia at the end of the year. The agreement was signed at a joint press conference held in Manila today at which flyadeal chief executive officer (CEO) Steven Greenway and Cebu Pacific CEO Mike Szucs outlined plans for a phased cooperation beginning with the wet-lease arrangement. Talks between the two airlines began earlier this year following a visit by Greenway and a flyadeal delegation to Manila to learn more about Cebu Pacific’s A330-900neo operations. flyadeal, the Middle East’s fastest growing airline, recently announced plans to venture into the long-haul market with an order for 10 A330 widebodies to be deployed between Saudi Arabia and the Philippines, and across southeast Asia from 2027. Greenway said: “Today’s agreement is momentous as it marks flyadeal’s first ever strategic airline partnership. It was clear and obvious that flyadeal could learn a lot from Cebu Pacific’s experience of low-cost long-haul operations given we will be inducting the same A330-900neos into our fleet in just two years’ time. There are great benefits in sharing technical knowledge, training, and best practice in preparation for our A330 induction and, of course, we are both A320 operators. “This was the starting point for wide-ranging commercial discussions covering a broad range of areas including more immediate needs of wet-leasing aircraft for flyadeal’s busy upcoming summer season. A win, win situation all round to bring in Cebu Pacific aircraft during our peak period and vice versa for Mike and his team to explore taking our aircraft for their winter peak later this year.” Szucs explained: “With Cebu Pacific’s growing fleet, we seek to maximize the potential of our increased capacity through all months of the year. The utilization of our capacity by other carriers during our lean season is a way of achieving that.” “This partnership with flyadeal highlights Cebu Pacific’s growing capability to support international carriers through wet leasing and broader operational collaboration. It diversifies our revenue streams and further expands Cebu Pacific’s presence beyond the Asia Pacific region.” Both CEOs said their respective teams will meet frequently to map out the joint commercial plans over the next few months.          

UP-PGH’s New Clark City clinic boosts healthcare access for Tarlac, Pampanga

Tourism / Health

The University of the Philippines-Philippine General Hospital (UP-PGH) Sports Medicine and Wellness Center in New Clark City, Tarlac is now offering basic medical and dental services to the public, making healthcare more accessible to local communities of Tarlac and Pampanga amid the area’s rapid infrastructural and economic expansion. Located within the National Government Administrative Center in New Clark City, the clinic opens its doors for walk-in consultations, wellness check-ups, pre-employment exams, and physical assessments. This benefits the growing number of locators in the area, as well as athletes using New Clark City’s world-class sports facilities, students from the National Academy of Sports and nearby schools, and residents in surrounding barangays — providing a crucial health safety net. “This initiative underscores our commitment to fostering a thriving and healthy community in New Clark City. By providing accessible basic medical services, UP-PGH significantly contributes to addressing the fundamental needs of our residents, employees, and visitors, ensuring that the well-being of the people are prioritized alongside economic development,” said BCDA President and Chief Executive Officer Joshua M. Bingcang. The clinic offers in-person consultations every Wednesday and Friday from 10:00 AM to 2:00 PM, with telemedicine options available Monday through Friday, 9:00 AM to 3:00 PM — ensuring flexible access for busy communities. It also complements ongoing efforts to transform New Clark into a vibrant sports and business hub, with future plans to expand into a 200-bed hospital and specialized sports medical facilities. The New Clark Government Center Corporation, a joint venture between BCDA and MTD Clark Inc., formalized the operation and maintenance of the Sports Medicine and Wellness Center by UP through a memorandum of agreement signed in December 2019. The polyclinic was managed by UP during the 2019 Southeast Asian Games,  and was utilized by the Capas Municipal Government during the height of the COVID-19 pandemic. In line with the goal to transform New Clark City into a fully integrated urban center,  UP has continued to operate the clinic, with plans to expand the facility into a 200-bed capacity hospital. It also plans to establish a Sports Medicine Facility within the two-hectare site, positioning New Clark City into a dynamic sports hub.    

Triathlon Tribute: 60 Racers to Celebrate 60 Years of Ibabao in Northern Samar

Sports

CATARMAN, Northern Samar – Northern Samar is set to host the Ibabao Festival 2025 Sunrise Standard Triathlon Recon Race this Sunday, June 1, 2025, as part of the province’s vibrant Ibabao Festival celebrations. In celebration of the 60th founding anniversary of the Province of Northern Samar, 60 athletes will take on the challenge of the Ibabao Triathlon as a highlight of the province’s month-long anniversary celebration. This symbolic race honors both the enduring strength of the Ibabaoan spirit and the evolving future of Northern Samar. The course features a 1.5 kilometer swim in the calm eastern waters of Catarman, followed by a 40- kilometer bike ride through scenic coastal roads and festive towns, and a 10-kilometer run, showcasing the province’s natural beauty and vibrant community spirit. Participants include a lineup of some of the country’s most decorated age group athletesand triathlon community leaders: *Robert Jonah Rivera – 100+ triathlon finishes, Kona and IRONMAN 70.3 World Championship finisher *Mervin Santiago – Top age grouper and first Filipino finisher at the IRONMAN World Championship in Nice *Ronald Molit – Coach and IRONMAN World Champs Kona finisher, multiple IRONMAN 70.3 podiums *Maryfel Aumentado – Among the pioneering Filipinas to finish the IRONMAN World Championship in Nice *Junrox Roque – GoClark Duathlete of the Year 2023 *Chang Hitalia – 25-time IRONMAN 70.3 finisher, 8-time IRONMAN finisher including Kona, and Boston Marathon finisher; representing Century Tri *Joffrey Ano – Longtime leader of CamSur Tri and age group standout with consistent podium finishes in local multisport races *National Athletes Erika Nicole Burgos, Gene Heart Quiambao, Bea Marie Quiambao *Go for Gold Development Team including John Patric Ciron, Sam Corpuz, Jan Javier, James Van Ramona, and Raymund Torio. They will race alongside other members of the Philippine national triathlon team, IRONMAN World Championship finishers, and athletes representing triathlon clubs such as CamSur Tri, Fit PH, Go for Gold, Baguio Benguet Tri, Rockstar Tri, Santé Barley, and Century Tri, as well as individual racers from Northern Samar and across the country. A side event, the Ibabao Festival Sunrise Run, will also be held for invited community runners and guests, offering a non-competitive but equally memorable experience through the heart of the festival grounds. Now on its third year, the Ibabao Festival, a brainchild of Governor Edwin Ongchuan, continues to captivate visitors with its colorful heritage showcases, scenic vistas, and a community spirit that keeps guests coming back for more. “This race is more than a test of endurance. It’s an invitation to connect with the heart of Northern Samar. From the stunning race course to the cheers of the local communities, we want our athletes to feel the unique warmth and pride that make this province unforgettable. Together with the Ibabao Festival, we’re creating moments that go beyond the finish line,” added Ms. Princess Galura, President and Managing Director of Sunrise Events, the Provincial Government’s partner and chief organizer of the Ibabao Festival Sunrise Standard Triathlon Recon Race. The Ibabao Festival 2025 Sunrise Standard Triathlon Recon Race is staged in collaboration with the Provincial Government of Northern Samar, local government units, and event partners, highlighting the province’s commitment to sports tourism and cultural pride.              

BCDA seeks JV partner for P2.5B New Clark City ICT project

Region 3

In a bid to future-proof New Clark City with robust and reliable internet connectivity, the Bases Conversion and Development Authority (BCDA) has started the competitive bidding for the commercialization of passive information and communications technology (ICT) infrastructure in the rising metropolis. The BCDA, with assistance from the Asian Development Bank (ADB), is currently in the process of selecting a joint venture (JV) partner for the commercialization and, as necessary, the expansion, repair, and maintenance of passive ICT infrastructure in New Clark City. This rigorous process is carried out in accordance with Republic Act No. 11966 or the Public-Private Partnership (PPP) Code and its implementing rules and regulations. The BCDA targets to conclude the selection process this year, with the signing of the JV agreement seen by the fourth quarter of 2025. “More than providing fast and affordable internet connection to residents and businesses, this project will become pivotal in the smart urban development of New Clark City. This will also help usher the fifth industrial revolution in the country, attracting high-value investments in the digital and high-tech industries and creating demand for highly skilled Filipino workers in these sectors,” said BCDA President and Chief Executive Officer Joshua M. Bingcang. With an estimated cost of Php 2.5 billion, the project will be implemented under the “Open Access Fiber” model to form the foundation for robust fiber infrastructure and competitive market for ICT services for government agencies, enterprises, and residents in New Clark City. This model will allow multiple data transmission providers (DTPs) to utilize the same physical network and share associated costs. The DTPs will then be able to provide affordable, innovative and carrier-grade ICT services to third parties. The Open Access Fiber model will also serve as an anchor for smart city development and e-government solutions in New Clark City. Spanning 9,450 hectares, New Clark City is envisioned to be the country’s first smart, sustainable, and future-ready metropolis. Once fully developed, it is projected to have a population of 1.2 million, and a total workforce of 600,000. A pre-qualification conference will be held on 04 June 2025, 2:00 PM at the ADB Headquarters in Mandaluyong City. Interested parties may submit their bids until 04 September 2025, 12:00 PM at the BCDA Corporate Office in Taguig City. For more information, interested private sector participants may contact the BCDA PPP Bids and Awards Committee (PBAC) Secretariat at pbac_ict@bcda.gov.ph or +632 8575-1765.    

DSWD, SWS, Globe partner on nationwide study shows substantial impact in hunger reduction

NCR

A new nationwide study reveals meaningful improvements in hunger levels among low-income households supported by the “Walang Gutom Program,” a joint initiative of Globe and the Department of Social Welfare and Development (DSWD). The findings highlight how partnerships like this can play a vital role in addressing food insecurity, an issue when left unaddressed, affects not only the public but also the long-term sustainability of businesses that rely on healthy, thriving communities. To better understand the impact on families, Globe commissioned Social Weather Stations (SWS), in coordination with DSWD, to carry out a two-wave study on hunger alleviation. The first wave was conducted from October 7 to 18, 2024, and the second wave from December 1 to 10, 2024. It covered a total of 3,991 household responses—2,011 in wave 1 and 1,980 in wave 2—across 33 provinces nationwide. “This study proves that when the public and private sectors work together with purpose, we can make a real difference in people’s lives,” said Yoly Crisanto, Globe Group Chief Sustainability and Corporate Communications Officer. “We’re honored to support efforts that not only provide digital access, but also help shape better programs through data and insight.” Just months after implementation, the study shows that the program is making a real impact. Among program beneficiaries, the share of households experiencing hunger dropped by 4.1 percentage points—from 48.7% in October 2024 to 44.6% in December. In contrast, hunger among non-beneficiaries increased by 6.1 points during the same period. The 10.2 percentage point gap between beneficiaries and non-beneficiaries shows the positive effect of the intervention. Significant regional improvements were seen in areas with high vulnerability. In the BARMM-Plus region—which includes the provinces of Basilan, Sulu, Tawi-Tawi, Maguindanao del Norte, Maguindanao del Sur, Lanao del Sur, and Zamboanga Sibugay—hunger among beneficiaries dropped by 7.3 points, and in the Central-South cluster—Negros Oriental, Negros Occidental, Cotabato City, Zamboanga del Norte, and Surigao del Norte—the drop was at 5.7 points. A similar trend was observed in severe hunger, where beneficiary households in BARMM-Plus saw a marked decrease of 8.1 percentage points, the highest across all clusters. The improvements were especially felt in households where women or less-educated members were in charge of meal planning—those often hit hardest by hunger. At the same time, the study reminds us that many families still struggle with severe food insecurity, showing how important it is to keep strengthening programs like this. “Hunger is one of the most urgent challenges facing vulnerable Filipino families today,” said Linda Luz B. Guerrero, President at SWS. “This study provides clear, data-backed proof that when support is well-targeted, it works. Programs like ‘Walang Gutom’ help break the cycle of poverty and guide national policy toward real, measurable change.” The “Walang Gutom Program” is more than just about feeding families, it helps keep children focused on learning, and gives parents a better chance to work and provide. By reducing hunger, it builds stronger, more resilient communities. The program is set to expand to 300,000 more families in 2025;150,000 more in 2026, and reach one million households by 2027—affirming its long-term commitment to food security nationwide. Globe is also contributing to the goals of the “Walang Gutom Program” through its Hapag Movement, a flagship initiative that addresses involuntary hunger by providing both food assistance and livelihood support to vulnerable families. As of end-2024, the movement had already reached 120,455 families, surpassing its original 2025 target, with the help of ₱53 million in donations from corporate partners and Globe customers. It also enabled over 4,000 individuals to graduate from upskilling programs designed to equip them with sustainable livelihood skills. For Globe, the work doesn’t stop at connectivity. By combining innovation with compassion, the company hopes to bring meaningful innovations and programs that uplift the life of every Filipino.  

Elevate, not just automate: Globe redefines work experience through AI

Lifestyle

AI isn’t just changing how people work, it’s changing what people need to thrive at work. According to the 2024 Work Trend Index, 75% of knowledge workers around the world are already using AI on the job. More and more leaders are also looking for talent with AI skills. But here’s the catch: only 39% of those using AI at work have actually received formal training from their companies. That gap is telling, especially when 76% of people believe that knowing how to use AI is key to staying competitive in today’s job market. At Globe, that shift is already happening. AI is reshaping how teams hire, plan, solve problems, and connect. It’s helping the company move faster, make better decisions, and still stay deeply human on how it relates to employees and customers. “Today we’re using AI to speed up automation,” said Carl Cruz, Globe President and CEO. “We’re also using it to elevate and improve the quality of decisions, and make our operations more responsive. Innovation only matters if it creates real impact.” The most measurable gains are coming from various areas in the organization.  One of them is the Human Resources group, which has fully integrated AI into its recruitment process through the use of HireVue, an AI-powered platform that combines video interviews with skills assessments to help evaluate candidates more objectively and effectively. Globe  piloted its AI-powered video and coding assessments for digital, IT, and tech-focused groups at the start of the year.  The successful pilot led to a full-scale rollout across all groups, including its portfolio companies. The shift replaced manual pre-screening and cut the overall hiring cycle from weeks to just a few days. Processing qualitative data alone, which previously took three to five days, was cut down in half, enabling faster candidate turnaround and more confident decision-making from hiring teams. Beyond efficiencies, Globe’s approach to AI-powered hiring has also gained international recognition. This April, Globe was honored with the Impact Star Award at the 2025 HireVue Customer Excellence Awards. The award celebrates organizations that have made a meaningful impact and driven innovation through skills-based, tech-enabled recruitment. Globe was also previously named a Rising Star at the 2024 awards, highlighting its continued commitment to modernizing hiring for both speed and quality. AI has also played a pivotal role in strengthening Globe’s Risk Management processes. By automating data capture, transcription, and insight generation, AI significantly reduced data processing time—delivering results within days instead of weeks. Real-time dashboards allowed teams to visualize and compare risks at both group and company levels, making data more digestible and actionable for leadership. This automation also helped in mitigating human bias in data interpretation, and enabled more accurate linkages between identified risks and corporate strategy. Moving forward, Globe is exploring AI-powered tools for proactive risk scanning and identifying emerging threats before they escalate. Meanwhile, Globe’s Network Group is leveraging AI in streamlining internal processes to enhance service quality. Teams now use AI from coding and data forecasting to anomaly detection and repair diagnostics. The company has also implemented AI-assisted power-saving solutions through the EdgeWise platform, optimizing energy consumption by temporarily shutting down low-traffic transceivers in its Radio Access Network—an initiative that supports both cost control and Globe’s broader sustainability goals. As of Q1 2025, Globe had already activated 235 new 5G sites, supporting over 9.5 million devices nationwide. AI is central to this scale, providing live operational dashboards, build prioritization, and predictive maintenance across network assets. In the area of Marketing, AI is being used to accelerate content creation, simplify workflows, and improve internal knowledge sharing. Teams rely on tools like Gemini and ChatGPT to draft memos, presentations, and reports, while design platforms like Canva Magic Studio help quickly produce high-impact visuals. Knowledge bases and technical guidelines are also being managed more efficiently using NotebookLM and custom-built AI search tools. Beyond productivity, AI enables quicker, more inclusive storytelling—from employee communications to public campaigns—allowing the Marketing team to move at the speed of the business. Across all these functions, Globe is applying AI to scale in order to serve its customers better and faster. Expanding the use of chatbots for service efficiency, adopting large language models for sentiment analysis, and enabling plain-language data queries through integrated platforms are more examples by which the company sees the value of AI that would redound to less operating costs and better customer experience. “Our ambition is clear,” Cruz concluded. “We want Globe to be among the most admired companies in the country. We use technology with empathy, insight and purpose to better serve our customers.  This is how we will make Globe resilient, by enabling our people with better tools to build our business for the future.”

Huwag nating hayaan manaig ang corrupt politicians sa Baguio- Magalong

Baguio City

BAGUIO CITY – Ipinagmalaki at buong-pusong hinangaan ni Mayor Benjamin Magalong ang mga matatalinong botante bilang patunay sa paniniwala sa kanyang isinusulong na Good Governance sa siyudad ng Baguio. “Nais kong ipaalala sa inyo na ang Baguio City ay nagiging modelo ng mabuting pamamahala sa buong bansa, mga ibang local government units, ibang lokalidad, ibang mga mamamayan ng probinsya at lungsod, ay nakatingin sa lungsod ng Baguio,” ito ang naging mensahe ni Magalong sa naganap na flag raising ceremony sa City Hall. Ayon kay Magalong, hinimok nito ang mga mamamayan na huwag payagan ang mga corrupt politicians, extortionist politicians, magnanakaw na politicians, mga sinungaling na pulitiko na sirain ang reputasyon ng lungsod. “This should as a lessons to all those corrupt politicians at yong mga trapo na politicians o trapo.” Aniya, hindi kayang paglaruan ng mga pulitikong ito ang isip ng mga taga-Baguio, dahil mas marami ang matatalinong botante sa lungsod at mas marami ang hindi naniniwala, kaya naman ang katotohanan ay nanaig. “Nandito ang inyong Alkalde at ang iba pang good governance politicians na nagpapanatili sa mahusay na pamamahala para sa siyudad ng Baguio. Sinabi pa ni Magalong, na sa kauna-unahang kasaysayan ng Baguio City ay bumaha ng pera. “Are we going to allow that to happen to the city?, first time din na sobrang kasinungalingan ang ikinalat na systematic in a very systematic sustain, orchestrated and deliberate manner.” Aniya sa mga tiwaling politiko na ito para sirain ang reputasyon ng mga kandidato, ay hindi na mangyayari. Ipinagmamalaki din ni Magalong na ang Baguio City ay naiiba sa ibang lugar, na tinitingala ng mga tao, kahit na ang ibang bansa ay tumitingin sa lungsod ng Baguio at nanawagan sa mamamayan na huwag payagan na sirain ito ng mga pulitikong corrupt. (Zaldy Comanda)                  

Baguio is second highest in functional literacy nationwide

Baguio City

Baguio City has the second highest functional literacy rate among highly urbanized cities in the country. According to the Philippine Statistics Authority’s second report on the 2024 Functional Literacy, Education and Mass Media Survey (FLEMMS), the city posted a 89.8 percent literacy rate next to San Juan City with 94.5 percent. It was trailed by Pasig with 89.1 percent, Pateros (88.1percent), Makati (87.3 percent), City of Las Piñas (87.1 percent), City of Taguig (86.1 percent), City of Mandaluyong (84.6 percent), City of Cagayan de Oro (84.4 percent) and City of Navotas (83.3 percent). The PSA also reported that out of the Cordillera Administrative Region (CAR) “out of the 17 regions in the Philippines, recorded the highest functional literacy rate in 2024 at 81.2 percent. Among provinces, Benguet had the highest functional literacy rate in the country with 87.9 percent. The PSA defined functional literacy as “the ability of a person to read, write, compute and comprehend. In addition to the basic literacy skills, functional literacy includes higher level of comprehension skills, such as integrating two or more pieces of information and making inferences based on the given information.” As to the basic literacy defined as ” as the ability of a person to read and write a simple message in any language or dialect with understanding, and to compute or perform basic mathematical operations,” Apayao recorded the highest basic literacy rate among all provinces in the country at 95.2 percent.  Benguet came in second at 94.9 percent. CAR posted the second highest basic literacy rate among regions in 2024 at 92.7 percent. (Aileen P. Refuerzo)

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