From running award-winning restaurants such as Hawker Chan and Mesa, this seasoned entrepreneur is braving the waters of an emerging market

Eric Dee, a seasoned entrepreneur known as a mover and shaker in the dining scene, pioneering the cloud kitchen concept and running award-winning restaurants such as Hawker Chan and Mesa, is now making waves as the first Filipino to establish a fully compliant vape brand. 

As CEO of X-VAPE, he is leading a new era in the industry by ensuring full legal compliance and prioritizing consumer health and safety. With a vision to reshape the market, Dee is setting a precedent for responsible vape use and tax transparency. His leadership is paving the way for a more regulated and trustworthy market—one that respects both consumer health and governmental laws.

After a successful career across various industries, Dee ventured into the vape market with a mission to solve the alarming issues plaguing the industry, including the proliferation of illegal and harmful products. “I was shocked and angered by the serious health risks posed by non-compliant vapes,” said Dee. “This industry needed change, and I knew compliance and safety were the keys to earning consumers’ trust.” Dee’s dedication extends beyond profit—he aims to create a more thoughtful alternative for smokers while contributing to the country’s revenue through transparent tax practices. “I want to show that it’s possible to be profitable while still being responsible,” he emphasized.

X-VAPE stands out for its strict adherence to the Philippines’ regulatory standards, such as the BIR’s tax stamp requirements and the Vaporized Nicotine and Non-Nicotine Products Regulation Act (Republic Act No. 11900) and The Technical Regulation Concerning the Mandatory Product Certification of Vaporized Nicotine and Non-Nicotine Products. Driven by innovation, X-VAPE’s products undergo rigorous testing to meet the highest standards of safety and quality, all while being designed to offer a premium user experience, unlike many illegal vape brands that use uncertified inferior materials laden with harmful substances.

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Coming from the food and beverage community, why did you join the vape industry?

Before starting my business, I understood the status quo of the market and realized that the industry faced many challenges: illegal trade, the proliferation of non-compliant products, health risks faced by consumers, and so on. Therefore, from the moment I stepped into the vape industry, I knew that this was not just a simple business exploration, but also an innovative journey related to social responsibility.

Market resistance is to be expected given the industry’s implied reputation—in fact, you are not only changing the status quo, but public opinion as well.

The entire vape market is experiencing a crisis of trust. Consumers no longer trust it, dealers are suffering, and brands truly willing to be legal and compliant are forced to bear unwarranted pressure. How to regain industry trust and set compliance norms is a current situation we must face.

I began a long journey of study and research, ranging from tobacco chemistry to public health policy. I have been to the United States, the Middle East, Japan, South Korea, and almost all the countries and regions with the largest vape markets. I communicated with domestic and foreign experts, attended industry conferences, and absorbed the most cutting-edge scientific knowledge and technology.

How do you define your brand’s design philosophy?

I require that our design and production team provide detailed product information in packaging and publicity to ensure consumers’ right to know. In addition, our product design and packaging strictly comply with the regulations of the BIR and the DTI, and never allow information or graphics that may mislead consumers, especially minors. I have hired top international designers to perfectly put together modern avant-garde art, ergonomics, and trendy aesthetics, so that X-VAPE products are not only easy to use, but also a visual pleasure. 

What is your vision for your new brand?

My goal is to become one of the most competitive brands in the Philippines and even around the world. I believe a new and dynamic market is opening up to me and I will keep moving forward. As my favorite entrepreneur Steve Jobs said, “The purpose of life is to change the world.” I look forward to exploring more unknowns and creating more possibilities with everyone. This belief guides me every step of the way.

As a company owner and a leader in brand marketing and innovation, I believe that the role of a brand in this market is not only to promote the development of its own business, but also to shape market norms through high standards.

How do you think the local vape market will develop in the future?

Our vape market is at a critical transition period of development. With the improvement of consumers’ health awareness and the improvement of regulations, the market is becoming more standardized and transparent, and the desire for legal, safe, and high-quality products is unprecedented. I see a huge potential for the Philippine market to gradually become an important center for growth in the Southeast Asian region. 

Vaporized nicotine & non-nicotine products are intended for users over the age of 18. Vape products contain nicotine which is an addictive chemical and not recommended for individuals who are pregnant or lactating, people who suffer from cardio-vascular or respiratory diseases, and those suffering from seizure disorders. If you are unsure, please consult your doctor. Keep out of reach of children and dispose of products responsibly.