Cebu’s long tradition of entrepreneurship continues with the new leadership of brothers Bryan and Brandon Liu at Golden ABC, Inc. (GABC), the company behind fashion giant Penshoppe.
Founded in Cebu in 1986 by their father Bernie Liu, GABC has grown into a multi-brand retail group with more than 1,000 stores nationwide and a growing international presence. As it nears its 40th anniversary, the Liu brothers are steering the business toward the future while keeping Cebu at its core.
Bryan, vice president for strategy and operations, oversees customer experience, marketing, supply chain, and brand integration. Brandon, vice president and former brand director, leads creative direction, shaping products and campaigns to match evolving consumer lifestyles.
Under Brandon’s leadership, Penshoppe shifted from global celebrity endorsements to localized storytelling, tapping talents like James Reid and Brent Manalo to connect with younger Filipino audiences. The “Full Speed Ahead” campaign, launched in Cebu, reflects this focus on homegrown appeal while carrying a racing-inspired message of personal growth.
The brothers emphasize Cebu’s influence on their values and strategy. Board meetings are sometimes held in the city, and traditions like dining at Sunburst or Dimsum Break remain part of family routines. Founders Day is celebrated every February 6 in honor of their grandmother, reinforcing the company’s roots.
Golden ABC’s growth plans include expanding its newer brand BOCU into a lifestyle label and reopening international stores in select ASEAN countries, with opportunities being studied in Africa and South America. Bryan focuses on integrating operations across brands, while Brandon hones in on consumer trends and digital storytelling.
With their combined leadership, the Liu brothers aim to evolve the family business while staying grounded in Cebuano heritage.
