At the helm

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Some Filipinos today might first think of Helm as the celebrated fine-dining restaurant by chef Josh Boutwood, the first and only establishment in the inaugural Michelin Guide Philippines to earn two Michelin stars. It is a remarkable achievement for our country, but more than that, it feels symbolic.

Because the Philippines is no longer waiting quietly on the sidelines. The world helm alone means to take ownership, to lead and ultimately, to take responsibility and pride for what’s to come.

Across industries, from food to finance, we are beginning to take our rightful place at the helm. And by 2026, that symbolism becomes literal.

For the fourth time in our history, the Philippines will assume the ASEAN chairship, not just as host nation, but as an agenda-setter at a time when the region stands at a digital and economic turning point.

This moment matters. Chairship isn’t about ceremony. It’s about direction.

ASEAN itself described our role this way: “As the Philippines assumes the ASEAN chairship in 2026, it underscores the shared responsibility of navigating an increasingly complex regional landscape through cooperation, mutual respect and solidarity.” That means we help steer the economic and digital future of a region home to over 680 million people.

The ASEAN chairship is a coordinating role with real influence. The chair country leads the setting of priorities for the year, hosts summits and ministerial meetings, and guides discussions that shape regional policies across trade, security, digitalization, climate and economic integration. It also has the responsibility of shepherding agreements toward consensus (a hallmark of ASEAN decision-making), so that every member state moves forward together rather than unevenly or in isolation.

Trade Secretary Cristina Roque has already articulated a clear anchor strategy for the country: Large-scale business matching will be at the heart of our economic agenda. The goal: connect companies across ASEAN not just in isolation, but at scale, because these engagements will cut across sectors where the Philippines already demonstrates strength or rising capabilities. These include renewable energy, minerals and critical resources, semiconductors and advanced manufacturing, the creative economy and women-led enterprises. Digitalization and artificial intelligence will not be side quests; they will be structural priorities.

Roque also stressed that micro, small and medium enterprises (MSMEs) must be central to ASEAN 2026, not as beneficiaries, but as partners. After all, MSMEs drive the majority of employment across the region. And why does hosting these engagements matter so much?

Because, as Roque put it, this time ASEAN doesn’t simply meet in neutral halls overseas. They come here so that they will see our business environment up close: our landscape, capabilities and potential, rather than relying on second-hand impressions.

Congress has already approved P17.5 billion to fuel this strategic plan forward. It is not just diplomacy, but positioning.

My recent appointment as global ambassador of the Asia FinTech Alliance (AFA) is indeed timely and significant. AFA unites fintech associations from 15 economies including the Philippines, Singapore, Hong Kong, Thailand, Nepal, Taiwan, Japan, South Korea, Malaysia, Indonesia, Vietnam, India and more, all working toward collaboration, responsible growth and shared innovation.

And as the Philippines prepares to chair ASEAN, fintech is no longer just a payments solution. It becomes infrastructure.

The digital economy is not just a priority for our 2026 chairship; it is the very backbone of inclusive and sustainable growth across the region. And because MSMEs generate so many jobs, we highlight a clear mission: through fintech and the ASEAN Digital Economic Framework Agreement, we can build a seamless and inclusive digital economy. Partnerships, including work with Fintech Alliance PH, will be essential to delivering real outcomes to entrepreneurs, farmers, communities and citizens.

When ASEAN economies digitize, it must result in faster inclusion.

Leadership in digital finance is no longer about being first or loudest. It is about being trusted. It is about building rails that last.

And it is about recognizing that progress means very little if it does not reach the margins: the sari-sari owner, the fisherfolk cooperative, the small exporter bridging regional markets for the first time.

The Philippines, at the helm, now has the chance to shape how the region governs AI, encourages innovation, protects consumers and accelerates growth while people remain at the center.

Chairship gives us that voice. The question is: how do we use it?

The answer lies in the 4Ts. Our fintech journey, both within ASEAN and beyond, must be grounded in a framework that ensures innovation remains human-centered and nation-building.

Tech for Good – Fintech that uplifts livelihoods, protects consumers and improves quality of life.

Tech for Trust – Robust governance. Ethical AI. Transparent systems.  Because trust is the true currency of the digital economy.

Tech for Growth – Driving regional competitiveness, capital access, trade and cross-border collaboration, creating value at scale.

And Tech for All – Digital tools that include the urban and rural. Merging corporate with community.

Let’s remember the word Helm as we step into the new year; not just as a symbol, but as our national responsibility and reminder that the Philippines is no longer content to follow.

We are ready to steer. And as we assume the ASEAN chairship in 2026, the challenge before Philippine fintech is clear:

Lead with intelligence. Build with integrity. Innovate with empathy. And always anchor progress on purpose.

Taking the helm is not about power. It is about stewardship. The future of digital finance in ASEAN will be defined not only by the technology we deploy but by the values that guide it.