MIB: Cebu’s power players and rising titans

CEBU, Philippines — Fried with faith, built with grit: The Adrian Lee story

For many Cebuanos, ngohiong is a favorite comfort food. For Adrian Lee, it became the foundation of a successful business that grew into one of Cebu’s most recognized homegrown food brands—Ngohiong Express.

Although he came from a family with a strong business background, Adrian did not originally plan to become an entrepreneur. He first studied Physical Therapy with hopes of working abroad before eventually shifting to Business Administration at the University of San Carlos. That decision changed the direction of his life.

In 2001, armed with limited capital and a big dream, Adrian launched the first Ngohiong Express from a mobile food van. Instead of investing in a costly storefront, he chose a flexible setup that allowed him to move locations when needed. Despite entering a market already dominated by established players, Adrian refused to back down.

“I decided to face my fears,” he recalls. “If I failed, I could always start over.”

Through hard work, long operating hours, and a commissary system that ensured consistent quality, Ngohiong Express steadily gained loyal customers. His journey was guided by faith, perseverance, and the support of his family, especially his wife, a dentist who became the company’s CFO and trusted business partner.

Like many entrepreneurs, Adrian faced major challenges during the pandemic. Instead of giving up, he embraced social media, partnered with delivery platforms, and improved production processes. These changes helped the business remain strong during difficult times.

Today, Adrian continues to live by the values he calls P.I.L.L.A.R.—Purpose, Integrity, Learn, Listen, Adaptability, and Resilience. He also mentors young entrepreneurs and encourages them to start small, learn from mistakes, and never fear failure.

His story proves that with faith, determination, and the courage to take risks, even a simple food business can grow into a lasting legacy.

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Read the full story of Adrian Lee and explore the journeys of other remarkable business leaders in The Freeman’s Men In Business Magazine, now available at National Bookstore.

This special issue celebrates the entrepreneurs, innovators, and industry leaders helping drive Cebu’s economic growth. Within its pages are stories of individuals who have overcome obstacles, adapted to changing times, and built businesses that create opportunities for both their industries and the communities they serve.

More than a collection of business accomplishments, the magazine highlights the character, determination, and vision behind lasting success. It offers valuable lessons and inspiration for aspiring entrepreneurs and future leaders looking to make a meaningful impact of their own.

Stay tuned as well for weekly features on Cebu’s Power Players and Rising Titans, published every Monday in The Freeman Business section.