Fail, Pivot, Feed: Lessons Learned Hustling in Baguio, Philippines

Photo Credit: CornerMonkey

This is a life snippet, a picture of a moment in someone’s life to see how different people around the world navigate the complexities of life (here are some other snippets). This time about a local entrepreneur I met in Baguio, Philippines: 

She is one of eight children: four boys and four girls. She studied psychology in undergrad. One of her brothers, who was a professor I believe also in psychology, committed suicide at the age of 22. She said that she felt like the family did not ask him how he was doing enough or show him positive affection. She finished her degree but decided not to work in psychology because she associated that with her brother. She also said she has had to forgive herself and others and to heal from this, which has been a process. 

She loves cooking and serving others food. She much prefers that, finding it very life giving. She currently runs a small, counter-serve restaurant. This is her fourth or fifth business. The others failed, and she finally learned how to be successful in it. 

Her first business was a restaurant that she co-started with a friend. She and her friend had several disputes. In particular, her friend bought stuff without her permission, which caused the business to blow through its budget. She said the core problem was that they weren’t on the same page on who would run the business. Her friend wanted to have someone fund her to do her own business, and she wanted to be equals in the process of the business. She also said she had to learn the hard way value of first approaching the person positively instead of accusatorily. 

Her friend offered to split the business 50-50 with each person controlling their portion to do their thing or cash out and cut her losses. She chose the second because the lack of an amicable partnership made continuing to work with her seem unrealistic. She said she had to learn to make sure that you and the person you are working with are on the same page before working together on a business. 

She then set up an online clothes store with her sister, but she eventually gave this up because it was not generating enough revenue. She also started a food stand near Baguio’s main university, but this too failed because she was not prepared on how to run the ins and outs of making food in a cost-effective manner. 

With this business, she finally has success, though. She started in February of last year. On her opening day, she made 3,000 Filipino pesos (about USD $32) and the next day 6,000 pesos (about $64). She broke even from her starting expenses 3-4 months in. She generally makes about 30,000 pesos (or $320) a month, which is good enough to get by on. She tends to sell out on her food everyday with a line of customers going around the corner of her block during peak hours, a clear sign of success. 

She said she learned the lessons from her past businesses. She set this restaurant up by herself instead of getting anyone else involved. It’s next to a big grade school and gets a lot of business in weekday afternoons when the kids finish school. Her strategy is to sell significantly cheaper than other nearby restaurants so that she sells more of it, and it seems to be working.

Her restaurant is a single room that’s about a meter/yard wide and maybe 3 meters/yards long. That’s her kitchen full of her stove, cookingware, food, etc. In the front is a little wooden board facing the street where people come up and place their order. Once she makes it, she hands it to them, and they go on their way. 

She works practically nonstop. She works six days a week except Sundays, her one day off. She wakes up at like 2:00 am or 3:00 am to buy her food for the day at the market. She then works until around 9:00 pm when she closes (but sometimes she closes earlier, closer to 8:00 or even 7:30 pm if she has already sold all her food). 

I suggested she may need to take some time off to rest by eventually hiring an assistant to work some of the time instead of her. She said that moments during the day when she doesn’t have customers is her rest. She took a week-long vacation to go to Manila a few months ago as well. 

Her plan is to save money to retire by at least 48 (she’s currently 37), even if that means hustling now. For retirement, she wants to go to the rural province where part of her family is from. 

Many of her siblings work abroad, since wages are low in the Philippines. One is in Saudi Arabia; another Japan. Others have traveled to other bigger cities in the Philippines where they can make more money. She had a job offer for a white collar job in Thailand, and she refused it. She prefers staying here in Baguio with her parents. (In Filipino culture, often one daughter – generally the youngest – is expected to stay back with her parents.) 

She also said she helps others. She said that when a person asking for food walks by, she gives it to them, giving them whichever dish they want. Similarly, she gives her leftovers to the street cleaning lady who comes by with a broom to sweep the street or sidewalk in the evening. She believes in karma, and that if you help others, you help make the world around you (the community, nature, etc.) a better place for yourself.

When Advancing Seems Hopeless (Life Snippet from Battambang, Cambodia)

Photo Credit: Shane Wester

This is a life snippet, a picture of a moment in someone’s life to see how different people around the world navigate the complexities of life (here are some other snippets). This woman’s story seems to be a story of doing all one can to beat the odds and rise above the cycle of poverty. 

(We spoke in 2023. I decided to maintain the present tense tone in this piece, but the present refers to the end of 2023.) 

Chivy (not her real name) is from Battambang, Cambodia. Her dream is to start a restaurant, since she loves cooking and hospitality. She and her cousin recently co-founded a restaurant. It’s on the first floor of the same apartment building that her family (her mother, uncle, aunt, cousins, and her) rents the second floor of. But the business has been struggling. 

She worked at her restaurant from 9:00 am until 3:00 pm everyday, and to make ends meet, she had a second job working the evening shift at a local bar as a barista from 3:00 pm until midnight. Her cousin works at their restaurant during the evenings until 10:00 pm when Chivy is gone. 

The rental for her restaurant business costs $200 a month (Cambodia uses the US dollar as one of its currencies, so she’s paid in dollars), and her barista job pays her about $400 a month. She uses her second job to pay the rent for the restaurant and keeps the rest to contribute to rent for her home expenses for her and her family. 

Battambang has been an important tourist destination until the covid pandemic. Then tourism stopped, causing huge hardship as most people in the small city lost their jobs. People working in tourism, food and beverage, and other service sector industries were the worst hit, because there were now few customers to pay for these services. When I was there, the pandemic had ended. Tourists were starting to come back, but not to anywhere near the same numbers they were before in Battambang and Cambodia, so restaurants still struggled to find customers. 

At the same time, she is exhausted. She works fifteen hours a day with only has nine hours in the day to split between relaxation, any chores she needs, and sleep. She has one day off a week on Wednesdays. She says everyday she feels exhausted. Her friends have told her that she is slowly killing herself by overworking, and she suspects she can’t sustain this forever. 

At the same time, she really wants her restaurant business to succeed. Her dream is to start a restaurant. Her cousin wants to throw in the towel, saying they haven’t gotten enough business to keep them afloat much longer, but she wants to keep trying. She hopes she can make it. 


Both her and her cousin have been strategizing the best way to beat the odds and rise economically from their initial position, but they have found this incredibly difficult. 

Chivy would like to move to the US, where she would work for at least 10 years. The greater income in the US (even if she works a low-income job in the US where she is barely scraping by while there) would allow her to save far more money than she’ll ever earn here working as, say, a barista. She would use that money to buy a home for her mother. The family would then craft that home into a homestay where they could rent out a few rooms to tourists and through that, build wealth to allow them to advance to the middle class in Battambang. She told me that moving to the US is a dream, though, that she knows will never realistically happen. 

Likewise, her cousin has been trying to find a job in South Korea. She applied for a program the Cambodian government hosts to work there. The program pairs Cambodians with companies in South Korea, where they tend to work in a few different types of low-wage blue collar or service sector industries like manufacturing, agriculture, or if their Korean is considered good enough to interact with regular customers, food and beverage. 

She had to take a series of exams to demonstrate her competency. She studied Korean for three months in order to prepare for an exam. She needed a score of 110 out of 200 to pass, and she scored 125. She also had to take a dexterity test, placing blocks in holes and other physical activities, which she also passed. 

She is waiting to see whether a Korean employer will choose her. She is pessimistic that she’ll get an offer, though. Korea’s program has 400 slots for Cambodians, and about 2,000-3,000 Cambodians apply for these 400 slots. She said they mostly select men in their twenties for factory work, the industry that would be most likely to hire her, so as a 33-year old woman, they may not pick her. 

If she does get a job offer, most contracts are for two years, although some stay for as long as five years in total after renewing it a few times. The typical pay is $2,000 a month in Korea, which would also allow her to save to buy a home to use as a homestay. If this doesn’t work out, though, she may move to Siem Reap (a major tourist city next to the famous Angkor Wat) where tourist and food and beverage jobs are more plentiful. 


Chivy’s and her cousin’s stories demonstrate the complexities of trying to advance economically in small cities and towns in Cambodia. Other residents in Battambang have told me the area can feel almost feudal with class mobility being very difficult and people becoming locked into their station in life. This shows how difficult it can be to change that.

Even the best entrepreneurial endeavors are likely to fail and options feeling limited, causing them to look to other parts of the world where they can work and save money, but these options are also limited. It’s easy to feel sad and stuck, and even working 15 hour days may not be enough to cut it to create one’s dreams. 

Reclaiming a Quiet Life (Life Journey in Sandakan, Malaysia)

Photo Credit: Nicolas J Leclercq

This is a conversation I had with a cab driver in Sandakan in Borneo, Malaysia. It shows one way someone navigates the complexities of life: 

She is originally from Brunei. Her father is from Brunei, and her mother from Sabah/Malaysia. Her dad has decided to retire here in Sundakan. 

She is the youngest daughter, so her parents expect her to stay back and help take care of them (a common expectation of youngest daughters across Southeast Asia). She doesn’t mind this. She likes staying with her family and finds their expectations reasonable. 

She studied medical laboratory studies at university, and she worked in that field in Kuala Lumpur (Malaysia’s big city) until the covid pandemic caused her to get laid off. She then did unrelated office work still in Kuala Lumpur. She said overall covid really hurt Malaysia’s economy, and it’s been struggling since. She was laid off at two different jobs during the pandemic. 

Her last job in Kuala Lumpur ended about a month ago this January. She came back to stay with her family here in Sandakan, a small city on the eastern side of Malaysian’s Borneo. She loves it here. It’s so much less stressful, and things are cheap here (much cheaper than in either Kuala Lumpur or Brunei). She enjoys working for Grab because she can choose her own hours and still make enough to pay for things.

She said that here in Sandakan a really nice apartment (furnished and with things like AC) costs about 1,700 ringgit per month (about $425 a month), but there are even cheaper ones for about 1,200 ringgit (or $300) per month. Here she can afford her own place and her own car, so she doesn’t have to live with her parents. She plans to stay here for about a year. 

When I asked her whether she felt happy and content with the life that she has built for herself so far, she said that she feels like some of her needs aren’t being met. She mentioned that she probably needs a vacation and said her next scheduled vacation is in August, a trip to Bali with her boyfriend and her cousins. 

Sleeping with “Bar Women” in Siem Reap, Cambodia as a Way to Meet Someone (A Conversation)

Photo Credit: Siborey Sean

One morning while I was getting breakfast in Siem Reap, Cambodia I had a long conversation with a white US American living there. For anyone unfamiliar, Siem Reap is a small, tourist city in Central Cambodia withu a population of around 350,000 most known for the absolutely amazing Angkor Wat ruins, one of the marvels of the world.

This account is just one perspective on complex dynamics between Western men and Southeast Asian women. It exemplifies the types of inequalities and power dynamics in these kinds of relationships and how both he and the Cambodian women he have met navigate these relationships. 

The guy had lived in Siem Reap for about 7 months. He is deciding whether to settle here long-term or go back home. He says he has everything he wants in life (such as a nice home, food to eat, etc.) except for a woman. 

He has gotten frustrated, though, with the transactional interactions he’s had so far with Cambodian women here. He’ll meet different women at bars, take them home, sleep with them that night, intending for them to be a one-night stand. But then the next morning, they ask for money. He says the amount of money they ask for is not much, but he finds it insulting. It makes him think, “I thought the woman was simply interested in me, but then I realize, ‘Oh that’s what kind of relationship this is.’” He also said he usually meets “bar women” or women who specifically go to bars to meet guys there, which to him are “like this.” 

He said he felt frustrated in the US with having to pretend to like people’s personalities or have someone play a wingman in order to get to sleep with them. In Cambodia, he can say, “I think you look pretty; do you also think I’m attractive? Okay,” and go have sex. He also likes that women are more upfront about complimenting his body, for example strangers telling him he looks attractive. 

In contrast, he got frustrated with how in the US, women are selective and would seem to judge him on things like his job and salary (he worked a blue collar job often labeled as “lower status”). Here he is comparatively more desired. He admits that Cambodian men seem to have it harder than white men such as himself, though. They often have to go through several hoops like justifying their career path if their work is considered menial. 

In his opinion, Cambodians require less in life here in Siem Reap: often just wanting a place to sleep, enough food to eat, and a motorbike to get around. For him, people do not seem to know what they are lacking materially: if they lived in a Western country, they would own so much more monetary wealth and material stuff. But to him, this ignorance prevents many in rural Cambodia from seeing what they lack, lowering the material standards of what a “successful life” looks like, almost like a coping mechanism. (Note: This is his opinion. I do not agree that rural Cambodians do not know what they are “lacking” but find the reasons for these differences in cultural expectations for material things to be a bit more complicated.) 

Thus, when the women he sleeps with asks him for things, he can hardly fault them for their request. They are often asking for basic needs like food, and compared to the US, what they are asking for is not that expensive. At the same time, the requests make him feel uneasy 

I found it interesting talking with him. I could relate to the frustrations and hurt about having people so frequently ask you for money, but it seemed like he was in some way using his status given to white men in that community to have one-sided, short-term sexual encounters. One-night stands are okay when both sides reasonably know and agree on what to expect, yet I sensed that the women he was having sex with had very different expectations and assumptions than him, seeing the sex as a beginning of a relationship, not just something they are doing that night. 

Because of his privilege, he could enforce his expectations that this was a brief sexual encounter. He obviously controlled whether he helped others financially, and he could move on to another woman if this woman had what he considered too unreasonable an expectation. That allowed him to satisfy his own desires (both for sex and to be complemented for his attractiveness). To me, this seemed like a vain and ultimately self-defeating approach for finding satisfaction emotionally, relationally, and even sexually. 

I found it sad. He seemed to have some kind of insecurity, which he sought to satisfy by continually having sex with different Cambodian women and seemed either oblivious or indifferent to how that subtly positioned the women as a type of object for him. Then he got frustrated by the ways those women tried to respond within that. 

These kinds of cross-cultural relationships can be complicated to navigate, though, especially given differences in power. Everyone has expectations for how to interact, which are influenced by one’s cultural context, and when in another culture, it’s definitely okay to communicate your expectations and find people who respect and abide by your expectations. At the same time, it’s important to be aware of where others are coming from and to be aware of how your power and privilege may unfairly impact the situation. I think he simply felt frustrated with how the women did not abide by his expectations, moving swiftly to get what he wanted without thinking through what their encounter must have looked like from their perspective and how his power and privilege shaped the interaction itself. 

This kind of obliviousness can be common among those who are in a position of power in society: particularly white men in other cultures. It can also make one think about how positions of power could lead to similar ignorance in our own lives.