Danica Joy Tan-Guingona is a woman of vision and determination, shaping her legacy in both family business and international trade.
As Head of the Marketing Department for Aleson Shipping Lines, Inc. (ASLI), she carries forward the entrepreneurial spirit of her late grandfather, Feliciano “Nonoy” Tan, Sr. who founded the company in 1976 and which is now considered one of the largest shipping enterprise in Western Mindanao based in Zamboanga City. “I want to continue what my grandparents started and contribute more to their successes in my humble capacity as a third generation family member.” she says.
In addition to her role at ASLI, Danica serves as the Country Directress for Brunei Darussalam–Indonesia–Malaysia–Philippines East ASEAN Growth Area (BIMP-EAGA), proudly representing the Philippines.
As a director of BIMP-EAGA, she embraces the privilege and responsibility of her role with a deep sense of purpose. Inspired by the initiative’s vision and objectives, she sees it as a platform to unlock vast opportunities for regional development. For her, this goes beyond a professional duty—it is a personal mission to build on the legacy of her grandparents. With unwavering dedication, she is committed to advancing their vision of fostering trade and investment through enhanced sea connectivity, driven by the goal of uplifting the lives of people across the Region.
Beyond her professional pursuits, Danica is also navigating the joys and challenges of being a first-time mom. “Motherhood has taught me so much more about myself and what I am capable of,” Danica shares.
Her parents have been her greatest source of inspiration, shaping her both as a mother and a businesswoman. Her mother’s guidance has influenced her approach to parenting and sparked her entrepreneurial skills, encouraging her to pursue business ventures and bringing these ideas to fruition. A great clout can also be traced to her maternal grandmother Lolita San Jose Pascual of Bulakan, Bulacan whose family owns large tracts of fishponds in and around nearby provinces. Meanwhile, her father who is a lawyer and former top official of a government agency, dutifully taught her to always embrace honesty in everything she does. She says her dad told her that the honor and character of a person is his value and without it, respect will not be forthcoming or attained.
When asked about her greatest achievement, Danica humbly states that it is her ability to always be better than yesterday. “Being the best version of myself on a daily basis, whether it’s being a wife, mother, or businesswoman, is my greatest achievement,” she explains.
However, the road has not always been smooth. Balancing motherhood, business commitments, and her role as a representative in BIMP-EAGA has been challenging. “Time management has been difficult,” she admits, “but my strong faith in God and understanding my priorities help keep everything in order.”
When it comes to recharging, Danica finds solace in the simple things. Having found her true love and soulmate in the hometown of her dad where she is currently based, she spends quality time with her husband, former city councilor Benjamin Guingona IV and their 1 year old baby Olivia. Whenever opportunity arises, they resort to eating out together or playing golf on weekends. “Golf challenges me mentally and being around nature like the the beach gives me a sense of calmness and placidity “.
Looking ahead, Danica has big plans. In 10 years, she envisions herself having expanded her business portfolio while continuing to drive economic growth through her roles in shipping and regional trade.
Danica Joy Tan-Guingona’s story is a reflection of resilience, continuous learning, and an unwavering commitment. As she navigates the complexities of life and business, she remains steadfast in her mission to build a future where success is defined not just by personal achievements, but by the positive impact she makes on the communities she touches.
Read more about Danica Tan’s inspiring journey in the upcoming Alike50 Coffee Table Book, Volume 4: Renaissance. Set to showcase 50 notable personalities from diverse fields of business, governance, and the arts, each story in the book is a testament to vision, perseverance, and excellence—offering readers inspiration to dream and do.
Don’t miss your chance to own a copy and be inspired by the new generation of trailblazers shaping our country.
The book is now available for pre-order at a special intro rate of Php 2,500. Message us at 0947 664 8942 or DM our Instagram (@alikeofficial) to reserve a copy.
Alike was created to inspire, built on society and storytelling — it’s curating the best features of the country’s brightest luminaries, orchestrating events catered towards the country’s top, to showcasing the finest gems in art, lifestyle, and culture.
Alike is the next generation, the movers, the shakers of today.
We are Alike.