By Aira Villanueva-Vinoya, PRA
A family legacy comes with pride, but also the responsibility to prove yourself and earn the trust placed in you.
As the Philippine Retailers Association (PRA) celebrates its 50th anniversary, Let’s Talk Retail marks its 50th episode with Michael T. Huang, a third-generation leader and Senior Vice President for Support and Development at Rustan Commercial Corporation. With Rustan’s approaching its 75th anniversary in 2027, the conversation offers a personal look at the people and principles behind one of the country’s most recognized names in luxury retail.
Founded in 1952 by Michael’s grandparents, Amb. Bienvenido Tantoco Sr. and Gliceria “Glecy” Rustia-Tantoco, Rustan’s began in their home in San Marcelino, Manila.
In his interview with PRA Thought Leader CJ Jesena, Michael recalled his grandmother’s exacting standards. She knew what she wanted, paid attention to every detail, and above all, understood her customers. On buying trips, Glecy would select merchandise with particular customers in mind, knowing what they would appreciate.
That deeply personal approach to retail carried through to the next generation, including Michael’s mother, Zenaida “Nedy” Tantoco, who preserved Rustan’s tradition of attentive service while embracing new ways to present merchandise and engage shoppers.
“We literally spoil our customers,” Michael shared.
It is a philosophy Michael continues to carry forward, even as the expectations of today’s customers evolve. For him, retail is increasingly about creating an experience. Beyond finding something to buy, customers want that “wow” factor when they enter a store. They want a sense of discovery, an escape, or simply the feeling of being somewhere special.
As Rustan’s prepares for another milestone, carrying its legacy forward also means earning the family’s trust. Michael spoke candidly about the label “COO,” or “child of the owner,” and the importance of proving what you can contribute. His experience working in Beijing brought that lesson home. In a place where his family name carried no weight, he had to push harder and stand on his own.
Within the family business, that same accountability matters. New ideas need research, firsthand experience, and a clear case for how they will benefit the business and its customers. Michael shared that the family is willing to listen when you can support your ideas and stand by them.
His story reminds us that leading the next chapter of a family business means respecting what earlier generations built, being willing to grow, and continuing to earn people’s trust.
Watch and listen to this special PRA anniversary episode of Let’s Talk Retail, available on October 20 on PRA’s YouTube channel and Spotify.
