For generations, prosperity has shaped the emotional pulse of the Lunar New Year in the Philippines and across much of Asia. The air in Chinese Filipino (Chinoy) households fills with the familiar chorus of “Gong Xi Fa Cai” (Mandarin) or the Hokkien “Kiong Hee Huat Tsai”—phrases that express a hope for prosperity to expand in the year ahead.In ancient China, the standard greeting was simply “Gong Xi” (congratulations), born from the relief of surviving hardship. Over time, particularly through southern Chinese and diaspora merchant communities, “Fa Cai” became associated with prosperity and commercial success.
The next generation of Chinoys is reimagining the meaning of wealth beyond material and financial gain
Fast forward to today, and the next generation of Chinoys is reimagining the meaning of wealth beyond material and financial gain. After a year that felt relentlessly long—marked by economic slowdown, political instability, and global geopolitical uncertainty—the world seems to still be spinning out of control. Institutional failures and a zeitgeist of uncertainty have prompted deep and unfiltered introspection. It has also revealed how our prevailing notion of prosperity needs a cultural reset.
Redefining and reframing prosperity
In this climate, eight millennial and Gen Z Chinese Filipino cultural movers are stepping in to redefine what it truly means to be prosperous in the Year of the Fire Horse.
Not only are they reimagining success, but they are also taking the lead, taking a leap of faith, and looking inward. They are demonstrating a new way of living and putting forward a set of values that question longstanding definitions of success. They reveal the reframed lenses through which they see the world, finding strength and a new kind of confidence to embrace the challenging yet thrilling point in human history in which they are living.
This shift in seeing and being is unfolding across the fields of visual arts, food and beverage, design, cultural curatorship, and entrepreneurship
This shift in seeing and being is unfolding across the fields of visual arts, food and beverage, design, cultural curatorship, and entrepreneurship.
This questioning and reframing of the notion of prosperity echoes the widely recognized Chinese proverb, “True gold does not fear fire.” In the thick of today’s uncertainty, these dreamers are proving that perhaps the most enduring measure of prosperity is the kind that has been refined, not destroyed, by the unrelenting flames of life.
Rapha Lao: Prosperity is a life that is well-lived
In the sphere of cultural curatorship, Rapha Lao, founder of Sonnyboy Vintage, is proving that the most valuable isn’t always something glistening or brand new. Instead, he suggests that great value is something found—something mindfully searched for—something that is rediscovered through the effort of looking back
“Although conventional prosperity has to do with material wealth and fortune, I believe that a truly prosperous life is one that is well-lived. Some of us might choose to collect things that reflect who we are, or focus on that which can’t be held but simply remembered, like traveling to places and finding adventures that build our idea and understanding of ourselves.I think whatever you choose to do, the richest life you can live is one that’s done unapologetically true to yourself—enough to feed curiosity, choosing the paths of integrity and authenticity.Bob Marley, when asked about being a rich man, answered: ‘Possessions make you rich? I don’t have that type of richness. My richness is life, forever.’”
Jessica Choy-Daez: Prosperity is alignment
In the world of fashion and retail, Jessica Choy-Daez, founder of Second Issue and co-founder of Apara, sees new prosperity as grounded in wisdom passed down through generations, reinterpreted with a strong sense of personal and generational ownership
“For me, prosperity is not about accumulation or visibility, but about alignment. Prosperity feels like choosing restraint. It shows up as confidence that comes from knowing who you are without ego, and choosing balance over endless striving.This outlook was shaped early on by my family. My father was born and raised in Hong Kong after his parents fled China in search of a better life. He later on became the first in his family to study abroad, eventually settling in the Philippines with me and my mom. From my parents, I learned that stability, integrity, and balance are enduring forms of wealth. That foundation allowed me to define success on my own terms.”
E.S.L. Chen: Prosperity is being unapologetically yourself
E.S.L. Chen, founder of Triangulum and owner of Bounty and The Bistro Group, defines new prosperity through meditative reflections on the fleeting nature of life
“Looking back, I remember the many times I came under fire for being unapologetic in the way I approached the world. Even then, I always asked: ‘How can a person’s value be determined by mere adherence to conventional wisdom?’The turning point in my life came when I took radical control of my life’s direction. I stopped making pakisama to things I wouldn’t defend seriously. I planned toward the outcomes I desired and would be unfazed by criticism or resistance —a lot of giving, a lot of taking, and a desire to cooperate with like-minded people.‘Why not me?’ Whenever that question pops up, I have learned to just show up. It may not be new, but a prosperous life is one you can be proud of on your deathbed. Memento mori.”
Keona Liuson: Prosperity is being present
Keona Liuson, senior sous chef and R&D chef at Michelin Select restaurant Now Now, and a summa cum laude graduate of Enderun Colleges, explores the concept of new prosperity through her personal journey within a collaborative team
“True wealth is fulfillment: the quiet joy of being present and the satisfaction of knowing you are aligned with what truly matters to you,” she says.“At Now Now, with the team I am blessed to be part of, wealth is in moments rather than possessions, in people rather than status, and in the ideas, jokes, and exchanges that make you feel seen, loved, and happy. True prosperity is finding value in stressful moments, rising to challenges, and being present, perhaps even sneaking an extra bite of miso mash when no one is looking.”
Julieanne Ng: Prosperity is having the freedom to choose
For visual artist Julieanne Ng, new prosperity means having the freedom to choose depth over spectacle as she continues to create works that reflect both her unique visual language and cultural memory
“As an artist, new prosperity is the ability to live with clarity, intention, and creative honesty between what I make and how I live, aligning with the values my parents instilled in me.
It is having the freedom to slow down, to question inherited definitions of success, and to create work that feels true to my lived experience as a Chinese Filipino. It is the confidence to choose depth over spectacle, sustainability over speed, and meaning over excess—focusing on strengthening my foundation and building my way up.
In this sense, prosperity becomes something quieter but more enduring: a sense of rootedness that continues to grow, even in uncertain times.”
Meggie Ong: Prosperity is not ‘fighting yourself’
For Meggie Ong, sommelier and managing director at Terry’s, New Prosperity is about finding inner steadiness and the freedom to experience awe once more
“Prosperity, for me, is when I’m not just getting things done. It’s when I’m not ‘fighting myself’—and to be clear, that’s not the same as challenging myself, which is crucial to thriving.
‘Fighting myself’ is the anxious grip: the need to be certain, the pressure to have an answer or an opinion. Prosperity is when I have enough steadiness inside to stay curious and open: learning, trying new things, getting that hit of awe, and connecting genuinely with people. It looks like asking more questions than I answer, and letting the multiverse teach me.”
PJ Laude: Prosperity is defined by intention
For PJ Laude, art collector, serial entrepreneur, and co-owner of Seva, the practices of purposeful curation and balance are at the core of his personal reframing of prosperity
“For me, this is defined by intention, which I see through two distinct yet harmonious lenses. I practice purposeful curation in art by bypassing the noise of what is trending and seeking works that provoke introspection and demand curiosity. By narrowing my focus to specific artists who challenge the status quo, I curate a collection that reflects a journey inward rather than a display of status.In business, intention manifests as stability through balance. I balance the ‘risk’ of my passion projects—restaurants and wellness ventures—with the ‘resilience’ of essential services like pharmacies. It is the confidence to grow thoughtfully, building steadily and purposefully so that your work and life remain grounded even as circumstances shift.”
Ralph Sy: Prosperity is more about continuity
Restaurateur Ralph Sy, owner of Scratch and Pluck, defines new prosperity through deep and meaningful relationships that are both steady and responsive
“Prosperity doesn’t announce itself anymore. It settles in through the people who stay. Friends, old and new, who show up, share meals, exchange ideas, and grow alongside you. It’s support that moves both ways, built over time and without expectation.It lives in real conversations, honest advice, and being there in quiet, practical ways. From that steadiness, I’m able to show up for others, too, through listening, thought, and presence. In a moment that calls for a reset, prosperity feels less about accumulation and more about continuity: relationships that ground you, push you forward, and make the work feel shared.”
