De Asis wins AWEN award for championing Filipino brands

Her story is about a lifelong belief that strong Filipino brands can change the trajectory of entire families.

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Catherine “Karen” de Asis has spent most of her career in rooms where ideas about brands, identity and purpose are shaped.

But this year, the conversation shifts to her: de Asis has been named the Philippines’ 2025 ASEAN Women Entrepreneurs Awardee, joining honorees from across Southeast Asia at ceremonies in Phnom Penh on November 21.

For someone who prefers to keep the spotlight on her clients, the recognition feels both unexpected and deeply aligned with the mission she's carried for over a decade.

“I've always believed that when Filipino family businesses succeed, the social impact is exponential,” de Asis says.

“Success creates expansion, and expansion creates jobs.”

Why family businesses matter

De Asis is a founding board member and chief brand strategist of MKS Marketing Consulting, a firm she helped build with a sharp focus: empower Filipino-owned companies to compete - and win - at home and abroad.

Her philosophy is straightforward.

“We've restricted our services to Filipino family businesses because visionary owners are quick, flexible and deeply invested,” De Asis says.

“When they succeed, the entire ecosystem benefits.”