Philippine Business Council Dubai chairperson Asiyah Monjardin. JONATHAN YBERA/EXPAT MEDIA

For someone who wears many hats—architect, restaurateur, managing partner, and now chairperson of the Philippine Business Council (PBC) in Dubai—Asiyah Monjardin speaks with grounded humility and the steady warmth of someone who has spent decades building her path brick by brick. She arrived in Dubai 30 years ago, freshly trained as an architect from the Philippines. With nothing but ambition and grit, she landed her first job and began cultivating the network that would eventually lead her to establish Multiline Design Contracting and Desert Wok Restaurant—businesses she still runs to this day. “It’s easy to start a business,” she tells Expat Media in an exclusive interview. “But staying in it—and growing it—that’s the real challenge. For that, you need patience. Patience to fail and get up again. Patience with people. Patience with yourself.”

Joining the PBC

Her journey with PBC began modestly, as a member of the League of Food and Beverage Entrepreneurs (LFBE), a subcommittee of the Council. When she registered Desert Wok four years ago, she came across an invitation to join the PBC—an opportunity she instantly embraced. “I was so excited,” Asiyah recalls. “For years, I wanted to be part of a Filipino organization—not just socially, but one that focused on business. I wanted to share my experience and learn from others. PBC gave me that chance.” She quickly found herself immersed in events, trainings, and programs that sharpened her leadership skills and expanded her circle of like-minded Filipino entrepreneurs. From LFBE vice chair to Secretary General of the PBC, she steadily climbed the ranks—always showing up, always giving her best. Her two-year term as Secretary General from 2023 to 2025 proved pivotal. It gave her a front-row seat to the inner workings of the Council and a deeper appreciation of its mission. “It’s not just sending emails!” she laughs. “You assist the chairperson, prepare event proposals, coordinate with Dubai Chamber, represent PBC in meetings—it’s a big job.” She remembers one such event at the Dubai Chamber where business leaders exchanged ideas on national economic trends.“It struck me how important PBC’s role is. We’re part of conversations that shape the future of business here. It made me realize how vital it is to keep our community informed and involved.” In early 2025, Asiyah accepted the challenge to run for Chairperson—and won. “At first, I wasn’t sure. It’s a big responsibility,” she says. “But I knew the value of continuity. We had already started many programs, and I wanted to make sure they continued and grew.” Now at the helm, she’s clear-eyed about the demands. Between managing her businesses and representing PBC at key events, her schedule is packed—but thoughtfully managed. “I choose events that truly need my presence,” she says. “I don’t want to lose my values or neglect my prayer time. As a Muslim, that balance is important to me.”

A leader with a vision—and a plan

As chairperson, Asiyah has a bold three-point agenda: grow the membership base, increase partnerships and training, and facilitate business collaborations.  “There are over 2,000 Filipino business owners in Dubai, but only a fraction are PBC members. We want to change that,” she says.  “We also want to be a bridge to the Philippines,” she adds. “We recently participated in IFEX and explored how we can guide Filipinos who want to start businesses in Dubai.” Her goal? A truly unified Philippine Business Council across the UAE and the GCC—connected, collaborative, and visible. What makes her leadership style effective is her trust in her team. Each of PBC’s nine board members handles a specific focus—from PR to compliance to events—ensuring no single person carries the weight alone. “The success of PBC is collective,” she emphasizes. “Our Vice Chair is great with digital. Our Secretary General is technical. Our Finance Director is very meticulous. We all complement each other.” That synergy, she says, is what makes PBC strong—and what allows her to focus on high-impact work. Outside the council, Asiyah remains an active entrepreneur. Multiline Design Contracting continues to deliver architectural and construction services. Her restaurant, Desert Wok, stands as a testament to her passion for food. In the Philippines, she’s invested in real estate—with projects ranging from a four-bedroom resort villa in Cavite to townhouse developments in Tagaytay. And though she jokes about feeling like the “grandma” of the business community, she’s far from slowing down. “Retirement? Not yet,” she says with a smile. “As long as I can work and stay relevant, I will. It gives me energy.” For aspiring entrepreneurs, she offers this advice: “Don’t focus only on profits. Build trust. Build relationships. If you earn the loyalty of even two or three big clients, that can carry your business for years.” She also believes that partnerships can work, as proven by her collaboration with her husband—also her business partner. “We complement each other. We gave our best during the prime of our lives. When you do that, even if you fail, there’s mutual respect.” And yes, she still dreams of launching a skincare line one day. “Maybe when I retire—something in retail. I’d like to try that.”

Her final pitch: Why join the PBC?

“If you want to be part of a reputable organization that adds credibility to your business—join us. The Philippine Business Council Dubai and Northern Emirates is the only one accredited by Dubai Chamber. It’s legit. It’s valuable.” More importantly, she says, it offers something every entrepreneur craves: belonging. “We all want to feel we’re part of a community. And PBC is that community—for Filipino business owners who want to grow, learn, and support one another.” ICA/Expat Media

Meet the PBC Dubai officers

Asiyah Monjardin – Chairwoman Michael Da Costa – Vice Chairman Jon Llarena – Secretary General Robert Capulong – Treasurer Dr. Mary Jane Alvero – Trade, Diplomatic Affairs and Compliance Daisy Calabia – Board of Director in charge of Membership Mariben Eustaquio – Board of Director in charge of Business Events & Networking Melon Perez – Board of Director in charge of Education, Media & Communication Sheila Jean Pellano – Board of Director in charge of Corporate & Social Media Engagement

Quick fire questions with Asiyah

First thing you do in the morning. Pray. Last show you binge watched. It’s an Indian film on Netflix. A book that changed your life. Robin Sharma’s book. What’s always in your bag. Lipstick. Medicine. I’m like a pharmacy! Dream destination. Australia. Favourite comfort food. Pancit. What’s your guilty pleasure? Going to the spa. If you weren’t an architect or entrepreneur what would you be? Housewife. Best advice you’ve ever received. Whatever you want to do, you always have to give your 100 percent best otherwise don’t do it at all. What motivates you on tough days? My daughter. Your favourite place in Dubai to unwind. Victoria’s Secret! Who inspires you the most? My father. One word that best describes you? I’m cheerful. Your best advice to people out there. Be the best you can be and follow your dreams. This story also appears in the Expat Media Special Edition magazine
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