Joel Cruz, President and CEO of Aficionado brand under Central Affirmative Co. Inc., has spent a quarter-century building a perfume empire that resonates with Filipino pride and global appeal.
In an exclusive interview by BIZNest at LionhearTV on April 23 at The Sanctuary Cafe and Bar in Maginhawa, Quezon City, Cruz reflected on the brand’s 25th anniversary, its transformative partnership with Fil-Asiatico in Taiwan, and the exciting ‘Bangong Milyones’ raffle promo.
From a single store in 2000 to over 400 outlets and thousands of distribution points across the Philippines, Aficionado’s journey is a testament to Cruz’s vision of elevating Filipino-made products on the world stage. With a presence in global Filipino hubs and a growing international fanbase, Aficionado embodies resilience, quality, and the power of dreams.
Cruz’s entrepreneurial spark ignited during a trip to Hong Kong after graduating from college in the U.S.
“When I traveled to Hong Kong, I saw San Miguel Beer there, and I was so proud to see a Filipino-made product. When I saw ‘Made in the Philippines’ at the back, I felt immense pride in being Filipino,” he recalled. This moment shaped his ambition for Aficionado, launched in 2000 with the goal of global recognition.
“When I started my business in 2000, that was already my dream. Even though it was a humble beginning, I already envisioned going international,” Cruz shared, capturing the emotional weight of seeing his products embraced worldwide.
A cornerstone of Aficionado’s international success is its decade-long partnership with Fil-Asiatico, Taiwan’s official distributor for the brand. Cruz praised the company’s owner, Maffie Dioquino, for her tenacity: “Fil-Asiatico is a company based in Taiwan. The owner’s name is Maffie. We’ve been partners for ten years. She’s very hardworking and aggressive. Ten years ago, her distribution business was small, but now, it’s significantly larger,” he explained.
Dioquino is also in business with Atty. Allan Ydia and Gracia Catelo-Ydia, co-owners of The Sanctuary Cafe and Bar along Maginhawa St. in Quezon City that hosted the contract signing event.
This collaboration has made Aficionado’s top-selling perfumes widely available in Taiwan, catering to the Filipino workforce and an expanding local market. “Mostly, we provide our top-selling perfumes because most of them are OFWs in Taiwan, so it’s easier for them now since there are Aficionado stores there,” Cruz said.
The partnership’s impact extends beyond convenience, fostering a sense of connection for Filipinos abroad. Cruz shared: “When we meet abroad, they would show me from their bag, ‘Sir Joel, look,’ proudly carrying Aficionado products.”
Remarkably, the brand’s appeal transcends Filipino consumers. Cruz recounted an anecdote about an Indian customer who purchased boxes of products after smelling Aficionado’s fragrance.
“The beauty of Aficionado is that not only Filipinos buy our products,” he noted.
Aficionado’s global competitiveness is bolstered by its ISO certification, ensuring adherence to international standards.
“Our company is ISO-certified. We follow international standards, which is why our products are accepted worldwide,” Cruz stated.
This commitment has allowed Aficionado to thrive in markets like Singapore’s Lucky Plaza and Hong Kong’s Worldwide House, where Filipino stores prominently carry the brand.
Cruz is now actively inviting new partners globally: “We’re looking for partners worldwide, especially where there are many Filipinos, but the beauty now is that even non-Filipinos are buying our products,” he shared.
In the Philippines, Aficionado has achieved near-ubiquity, with over 400 stores and more than 2,000 distribution points in malls, groceries, 7/11, Mercury Drug, and other outlets.
“We started with only one store, but now, it’s more than 400 stores,” Cruz said. A low-cost dealership program starting at just ₱2,500 has empowered over 3,000 distributors nationwide.
“You can sell even without renting a place,” he explained, highlighting its accessibility.
The digital realm has further amplified Aficionado’s reach through Shopee, Lazada, and TikTok. Cruz noted: “When I go live on TikTok, I can generate up to two million pesos in sales in just two hours. So, thank you, TikTok!”
To celebrate its 25th anniversary, Aficionado launched the ‘Bangong Milyones’ raffle, offering 25 million pesos in prizes.
“We’re celebrating our 25th year this 2025. We have a raffle promo called ‘Bangong Milyones,’ giving away prizes worth 25 million pesos!” Cruz announced. Prizes include 25 electric vehicles, 25 iPhones, 25 cash prizes of ₱25,000, and 25 staycations, with draws on “It’s Showtime” on June 6 and September 6.
Cruz’s excitement was palpable: “It’s heartwarming to meet the winners of the first raffle draw who won cars and electric bikes.”
Customers can join by submitting stickers at Aficionado’s drop boxes nationwide, making it a true national celebration.
Cruz’s journey is a masterclass in perseverance, rooted in a belief that dreams paired with hard work can reshape reality.
“Just keep on dreaming because I also started with a dream. Whatever your dream is, just aim for it. As long as you’re confident, passionate, and hardworking, you can achieve it,” he advised.
As Aficionado looks to the future, Cruz remains focused on expanding internationally while staying true to its Filipino roots.
