Chen Lee Siong carries the confident ease of a seasoned executive, backed by over two decades of experience across Southeast and South Asia in an industry that colors every wall, building, and street corner: paint.

As the general manager of Nippon Paint (Coatings) Philippines, he has set his sights on one bold mission: To elevate how Filipinos think about paint, from product performance and aesthetics to long-term value and sustainability.

“The Philippines has so much potential,” Chen says in an interview following the nationwide launch of WeatherBond Quartz, Nippon Paint’s flagship exterior paint. “It’s a growing market. The economy is vibrant, construction is booming, and the people are some of the most creative I’ve worked with in Asia.”

A global perspective, a local focus

Chen is no stranger to driving market growth. Prior to being the general manager in the Philippines, he was also the general manager of Malaysia — where Nippon Paint is the market leader — and Bangladesh, where he helped establish a strong foothold in a competitive market. His approach? Understanding the culture, listening to local needs and matching products to the real conditions people face.

“Every market has its own challenges. In Malaysia, it was about innovation and branding. In Bangladesh, it was building trust. Here in the Philippines, we’re helping consumers make smarter, longer-term choices,” he shares.

That’s where WeatherBond Quartz comes in — a premium, water-based exterior paint built to withstand Southeast Asia’s toughest climates. “It’s our best exterior paint, and it’s already proven in countries like Indonesia and Vietnam. But for the Philippines, we’ve gone a step further — testing it against acid rain, humidity and UV exposure,” Chen explains. “This is a country with volcanoes, heavy rains, extreme sun — you need paint that’s made for that.”

‘You don’t want to paint a high-rise every three years’

Chen’s voice carries the conviction of someone who knows the cost of poor decisions. “If you pick the wrong paint, especially for a high-rise, you’re looking at major expenses,” he says. “The rule of thumb: 50 percent of the cost is labor, the rest is the paint. But with labor and equipment costs rising, repainting too often just doesn’t make sense.”

He argues that WeatherBond Quartz may come at a slightly higher price, but the math adds up: “If your paint lasts 8 to 10 years instead of 3 to 5, that’s two full repainting cycles saved. That’s real money saved.”

Educating the market

Beyond product performance, Chen is also focused on changing misconceptions in the market — particularly the common habit among Filipino households of using exterior paints for interior spaces and vice versa.

“This happens mostly due to economic thinking. People want one paint for everything to avoid waste,” he explains. “But interior paints are designed differently — more aesthetic, less durable. Using exterior paint inside is overkill and more expensive. Using interior paint outside is worse — it won’t last.”

Modernizing color with precision

Another point of pride for Chen is bringing precision color technology to the local market through Nippon Paint’s Color Creation Machine (CCM).

“We can produce millions of colors with 99.9 percent accuracy,” he says. “If you buy one liter today and ten liters next week, the color will be exactly the same. That’s not possible with manual tinting, which is still very common here.”

He even adds a bit of humor. “Let’s face it — most men are hopeless when it comes to picking colors,” he laughs. “In one country, the paint shop had a sign: ‘No paint sold without written permission from your wife.’ Maybe that’s something we need here, too.”

A sustainable vision

Chen is clear about Nippon Paint’s commitment to sustainability. “All our water-based products are compliant with international and local environmental standards. We avoid harmful chemicals, and our paints are engineered for long-term protection,” he says.

This matters more as more Filipino companies and developers prioritize green building standards and eco-conscious materials. “We’re ready to support that shift,” Chen affirms.

Looking ahead

So, is he optimistic about the future in the Philippines? “Absolutely,” he says. “We’ve achieved double-digit growth in the last two years. The economy’s forecast is strong — 5.6 percent GDP growth, one of the best in ASEAN. We’re not just meeting our targets, we’re surpassing them.”

His parting message to Filipino consumers is simple, but powerful:

“We are Japan’s number one paint brand, with over 140 years of history. With Nippon Paint, you’re not just buying color — you’re buying durability, innovation and peace of mind.”