As a fourth-generation member of the Concepcion Industrial Corporation, Miguel Concepcion is honoring his family’s legacy while rewriting its playbook.
For Miguel Concepcion, Head of Sales for SharkNinja Philippines, business wasn’t something learned in a classroom; it was the background music of family life. “I often joke that my employee orientation began 24 years before I officially joined the company,” he says with a smile.
As a fourth-generation member of the Concepcion Industrial Corporation (CIC), Miguel’s journey into the business world was shaped not by obligation but by osmosis. Sunday lunches at his grandfather Raul Tomas Concepcion’s house often turned into strategy sessions. Family vacations became impromptu case studies, complete with his father, Raul Joseph “Jojo” Concepcion, snapping photos of appliances wherever they went.
“Eventually, I understood—it was second nature for someone deeply committed to learning, improving, and dreaming big for the company,” Miguel reflects in an interview with Lifestyle Asia.
That early exposure instilled in him a deep respect for the CIC legacy, but also a desire to do more than just uphold tradition. “Legacy gives you a solid foundation,” he says, “but if you’re not evolving, you risk being left behind.” This balance of respect and reinvention has defined Miguel’s approach, especially as he spearheaded one of CIC’s most exciting new ventures: bringing SharkNinja to the Philippines.
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The Next Generation Concepcion Steps In
SharkNinja—known globally for its high-performance vacuums, blenders, and innovative kitchen gadgets—was a familiar name to Miguel long before the partnership. So when the opportunity arose in 2023 to bring the brand to Southeast Asia, it felt like a no-brainer.
“From the very first pitch, it felt like a natural fit,” Miguel explains. “SharkNinja brings a bold, exciting lineup of products; CIC brings the legacy and trust of a brand that’s been part of Filipino homes for generations.”
The partnership clicked, built on shared values of innovation and consumer-first thinking. But in a crowded appliance market, the challenge was clear: how do you make a splash? For Miguel, the answer lies in positioning the brand beyond product into lifestyle.
“We’re not here to just be another brand on the shelf,” Miguel says. “We want SharkNinja to be the premium yet practical choice—something that elevates the everyday.”
“We’re focusing on education and hands-on demos,” he continues. “Once people actually try the products, they immediately see the difference.”
Miguel Concepcion Is Building The Future
That same belief in reimagining the everyday underpins Miguel’s broader vision for CIC. Grounded in the company’s core value of malasakit—a deep, genuine care for customers—Miguel sees innovation as a responsibility. “It’s what drives me to keep innovating—not just in the products we offer, but in rethinking business models that better meet the needs of Filipino families,” he says.
While the Concepcion name carries weight, Miguel is determined to make his own mark. “I’m also driven to build my own legacy at CIC—not because I have to, but because I genuinely want to,” he shares. “It’s my way of honoring the hard work and dedication of those who came before me and creating something meaningful for Filipino families everywhere.”
That purpose-driven perspective, combined with fresh thinking and a sharp eye for consumer needs, makes Miguel part of a new wave of next-gen business leaders in the Philippines—rooted in heritage, but unafraid to disrupt it.
As for what’s next? “Nothing excites me more than growth,” he says. Whether it’s turning SharkNinja into a household name or evolving CIC’s reach in the domestic appliance space, Miguel Concepcion is clearly just getting started.
Photography by Excel Panlaque of KLIQ, Inc.
