Eleven years is a long time in any business partnership. In the fragrance industry — where trends shift with the seasons, consumer tastes evolve overnight, and global disruptions can ground entire distribution chains — a decade-plus partnership is nothing short of remarkable.
For Joel Cruz, the founder, President, and CEO of Aficionado, the country’s Pambansang Pabango, celebrating 11 years with Fil-Asiatico and its head, Maffie Dioquino, isn’t just a business milestone. It’s personal.
“I’m so happy and proud to celebrate our 11th year with Fil-Asiatico, our partner in Taiwan, headed by none other than Maffie Dioquino,” Cruz told LionhearTV‘s BIZNest. “She’s a very, very smart lady, an intelligent entrepreneur — not just in this kind of business.”
Fil-Asiatico serves as Aficionado’s exclusive distributor in Taiwan, and by Cruz’s account, Maffie Dioquino is the kind of partner every brand dreams of. “She’s very focused, a hardworking person,” Cruz said. “I really owe it to Maffie — and of course, to our team in Manila.” Beyond distribution, Dioquino has expanded her own entrepreneurial footprint: she co-owns Sanctuary restaurant and has recently ventured into disc jockeying, a detail that drew a chuckle from Cruz. “She’s wearing a lot of hats now.”
But what truly defines this partnership isn’t just mutual admiration — it’s a shared philosophy. Cruz speaks of the alliance in terms of aligned energy and complementary drive. “It’s a very good vibe that we have — both dynamic leaders from Fil-Asiatico and Aficionado, both hardworking entrepreneurs,” he said. “We’re all professionals.” That shared intensity has translated into tangible results. What started as a distribution deal targeting overseas Filipino workers (OFWs) in Taiwan has evolved into something far more expansive. “It’s not just for the Filipino people and OFWs working in Taiwan,” Cruz revealed. “The locals — the Taiwanese — are patronizing Aficionado as well.”
That crossover into the local Taiwanese market represents a quiet but significant victory for the brand. Aficionado, long known for its accessibility and affordability in the Philippines, is now proving that its appeal can transcend cultural boundaries.
Quality, Cruz insists, is the foundation of that appeal. Aficionado sources its fragrance oils exclusively from Europe — France, Germany, and Italy — despite the steep cost. “Although they’re very, very expensive,” Cruz admitted, “I really trust the quality in Europe.” He has never wavered from these suppliers in 25 years of business, even as cheaper alternatives exist in Asia. That commitment to premium raw materials, wrapped in an affordable price point, is the paradox that defines the brand.
“The price is very important,” Cruz explained, clearly speaking from a place of deep social awareness. “Philippines is a third-world country. We know how much we earn here. A minimum-wage earner — can they still afford perfume after food and basic needs?” His answer: make sure they can. Aficionado’s Eau de Parfum retails for as low as ₱320, and the brand even runs a bottle-refill program that gives customers discounts on returns. “We have to check how much budget a single parent can afford, a student with just their allowance.”
That social consciousness extends to the brand’s global footprint. Aficionado is now present in 20 countries, including the UAE, Singapore, Malaysia, Hong Kong, the US, Canada, and Italy — markets heavily populated by OFWs who carry their loyalty to the brand wherever they go. The Middle East, however, has been a source of both growth and grief. With the ongoing conflict in the region, Aficionado has been unable to fulfill purchase orders brought back by their International team. “I’m hoping and praying that this war will end very soon,” Cruz said — not just for business reasons, but for the Filipino workers caught in the crossfire.
Back in the Philippines, expansion remains relentless. With over 500 stores nationwide — 400 franchised and more than 100 company-owned — Aficionado is also deeply embedded in convenience retail, present in 7-Eleven, Mercury Drug, Puregold, and SM and Robinsons Supermarkets, giving it potential visibility across thousands of retail touchpoints. E-commerce platforms like Lazada, Shopee, and TikTok Shop have further extended the brand’s reach without the overhead of mall rentals.
Celebrity endorsements remain part of the Aficionado playbook, though Cruz has become more discerning. He recounted a telling story about actress Erich Gonzales, whom he confirmed genuinely wears the product daily. “I went to Asilo de San Vicente de Paul, and the children there told me, ‘Sir, Erich Gonzales was here a week ago, and she was wearing the same scent,'” Cruz recalled. “That’s the kind of endorser I want.” For future partnerships — whether celebrities or vloggers — Cruz says he intends to make product use a contractual obligation. “You really have to wear it religiously. Otherwise, may breach of contract tayo.”
After 25 years in the industry and 11 years with Fil-Asiatico, Joel Cruz shows no signs of slowing down. If anything, the scent of ambition around Aficionado has only grown stronger
