How the only Japanese international payment brand has built lasting partnerships while strengthening ties between the two countries.

Walk into any shop in the Philippines and you’ll see the world’s leading payment brands accepted at the counter. Among them is JCB—the only Japanese international payment brand, recognized for bringing Japanese quality, reliability, and hospitality to cardholders and merchants alike.

This year, JCB Philippines celebrates its 30th anniversary, marking three decades of building trusted partnerships. “JCB was founded in Japan in 1961 and began its Philippine business in 1996,” says Wataru Tamura, Country Manager of JCB Philippines. “Since then, we have remained committed to delivering the quality, reliability, and hospitality of Japan.”

Over the past 30 years, JCB has built strong partnerships with major financial institutions, including BDO Unibank, EastWest Bank, Philippine National Bank and RCBC Bankard while continuing to expand its acceptance network through its nine merchant acquiring partners.

Today, JCB serves more than 181 million cardmembers worldwide, and the number of JCB Cardmembers in the Philippines surpassed one million last year. “This milestone reflects the trust and commitment we have shared with our partners over the years,” says Tamura. “Together, we will continue delivering greater value to cardmembers while supporting the continued evolution of digital payments in the Philippines.”

Ask where JCB’s momentum comes from, and Tamura points to Filipinos’ growing affinity for Japan. “Nearly 900,000 Filipinos visited Japan in 2025, reflecting the country’s strong interest in Japanese culture and experiences,” he says.

To build on that momentum, JCB is pursuing two complementary approaches. The first is to bring Japan closer to Filipinos through promotions developed with its broad network of Japanese companies, allowing consumers to experience Japanese culture and hospitality without leaving the Philippines. The second is to make every trip to Japan even more memorable through exclusive experiences and special privileges. From travel planning to special offers across Japan, JCB aims to enhance every stage of the journey.

This year is particularly meaningful, as JCB’s 30th anniversary coincides with the 70th anniversary of diplomatic relations between Japan and the Philippines. To celebrate the occasion, JCB will host a large-scale consumer event at SM Megamall on September 25 to 27, bringing together more than ten Japanese brands to showcase Japan’s culture and products. “We hope the event will strengthen the connection between our two countries while bringing the appeal of Japan even closer to Filipino consumers,” says Tamura.

Looking ahead, Tamura sees JCB’s role extending beyond payments. “Japan and the Philippines have built a strong relationship through business, culture, and people-to-people exchanges,” he says. “As Japan’s international payment brand, we believe JCB has a unique role in bringing the two countries even closer together.”

Every payment represents a connection. Through partnerships across Japan and the Philippines, JCB aims to create greater value for consumers while strengthening ties between the two countries.

As JCB celebrates its 30th anniversary alongside the 70th anniversary of Japan-Philippines diplomatic relations, Tamura sees these milestones not as a culmination, but as the beginning of the next chapter. “We are deeply grateful to all the Filipinos and Japanese who have supported and trusted us over the past three decades,” he says. “Our responsibility is to build on that trust and contribute to stronger economic ties, cultural exchange, and lasting friendship between our two countries.”