Don Carlos A. Gothong, the Imagineer.

Five years later, after working under Señor Genaro Liok in a humble sari-sari store and learning from fellow Chinese merchants, Don Carlos decided it was time to carve his own path.

For a few years, Don Carlos had been working as a salesman, which provided him a steady income to support himself in the Philippines. After gaining much experience, Don Carlos partnered with his friends, Genaro Liok and Chua Wan Sing, to open a sari-sari store in Polompon. This was a natural bond between friends who happen to also be good partners in business.

Don Carlos and Señor Genero’s partnership deemed lucrative enough for them to forge alliances with other traders and prompted them to delve into trading abaca and copra, which was gaining traction at that time.

Then finally, in 1915, he took a risk in opening his own shop in Palompon, Leyte. Though it was wonderful to work with friends, their common business maturity and motivation to move on to an independent business venture incited the duo’s decision to end the joint venture. This was the birth of Don Carlos’ entrepreneurial spirit, tempered by the values of honesty, integrity, and hard work. His reputation as a reliable businessman quickly spread, and his network began to grow.

Doña Rita and Don Carlos post for a formal photo.​

The 1930s were a time of great triumph, but also of great adversity. Don Carlos expanded his general merchandise store and ventured into inter-island trade. Language was a barrier, but nothing could stop his drive to succeed. In 1937, he bought the M/V Ramses, a ship that marked the beginning of his maritime legacy. As Jefe de Viaje, he navigated the seas himself, braving the storms that threatened his journey. His network grew, built on years of trust and mutual respect with other Chinese businessmen in Cebu.

In 1935, tragedy struck when Don Carlos’ store was engulfed in flames, leaving his family with nothing but ashes. This unforeseen calamity devastated him, but it didn’t extinguish his resolve. Instead, it strengthened his confidence in a secure and prosperous future. Ever faithful, he believed that no step could be taken without heaven’s guidance.

Life became unbearably difficult. Alfredo, Don Carlos’ eldest son, recalled the first three days after the fire, when the family relied on a neighbor’s generosity, surviving on sweet yam leaves to stave off hunger. 

Palabra de honor stemmed from Don Carlos and his integrity and trustworthiness.

Don Carlos relocated to Naval, Leyte, and opened a new general merchandise store. His business flourished, quickly yielding enough profits to repay his debts. With unrelenting energy, he expanded into baking and rice and corn milling, demonstrating his entrepreneurial versatility.

In the midst of this success, Don Carlos acquired another vessel, the Lux, to support his growing business. The ship became essential for trading abaca, copra, and general merchandise, further enhancing his ventures.

Don Carlos poses for a photo with his grandsons (from left) Bob, Benjamin, and Bowen.

During the Japanese occupation of Leyte, a 5,000-man force took control, establishing garrisons in major towns, disrupting commerce, and imposing strict controls on economic activities. Traders like the Gothong family suffered as the Japanese embargoed vessels and confiscated warehouses. Carlos Go Thong, refusing to let the enemy use his resources, scuttled MS Lux in the Caraycaray River.

Despite the chaos, Don Carlos continued small-scale trading to provide for his family. His son, Alfredo, and his younger brother, Sulpicio, supported him by peddling essential goods like sugar and rice in nearby barrios.

Alfredo also worked tirelessly at a very young age of 13, gathering water from a deep well at least 20 times a day, and planting vegetables to sustain the family.

Despite finding relative safety in Bantayan, Don Carlos and his family were not completely spared from the war. He narrowly escaped execution thanks to Bantayan mayor Isidro Escario’s intervention and was later summoned by Japanese authorities to answer accusations of aiding guerrillas. His brother, Sulpicio, volunteered to go in his place and was nearly executed in Naval, only surviving with the help of local residents.

Life in Sulangan was harsh, with strict Japanese controls limiting trade to barter and black-market dealings. Carlos engaged in buy-and-sell with a local woman, while Sulpicio and his nephews, Don Carlos’ sons Alfredo and Alfonso, peddled essentials. Despite hardships, they remained generous, risking his life to share food and supplies with others.  

With General MacArthur’s forces liberating Leyte in 1945, hope returned. Don Carlos salvaged the Lux and resumed operations, seizing new opportunities as the economy rebounded.

Relating to this incident, Bob D. Gothong, Carlos’ grandson, admiringly credits Sama Go, a skilled artisan, who did not only see to the scuttling of the boat but its successful refloating after the war. A village mate and kinsman in China, Samuel (Sama) Go had joined Carlos in Leyte and was invaluable in shipping since, though he did not have the formal training, he was naturally gifted in handling and operating machineries.

The war had instilled in Don Carlos a deeper appreciation for life and reinforced his vision of building a national chain of stores and expanding into new markets.

Don Carlos expanded his fleet by purchasing two freight ships for a bargain price of P20,000. Despite being damaged, he and his nephews repaired and reconfigured the vessels, making one operational by transferring its engine and stabilizing it with water tanks. This ingenuity laid the foundation for further growth in the shipping business. Despite his success, Don Carlos never forgot his early struggles. His growing social awareness led him to address the lack of education in the country. Observing that only the elite were educated, he decided to contribute to building schools in various cities across the Philippines. Don Carlos believed that education was the one wealth that could never be taken from anyone.

The Cebu office of Carlos A. Gothong Lines Inc.​

Photo taken during the blessing of MV Doña Conchita. Far right is Don Carlos, while second from the left is Cayetano Ludo, the owner of the biggest oil mill in Asia, the Ludo and Luym Corp.

The MV Doña Conchita, the first vessel lengthened by 40 feet by the Bataan National Shipyard.​

Don Alfredo’s warm handshake between friends and business associates.​

Don Alfredo following Don Carlos’ footsteps, taking all that he has learned from him as he makes his own waves.​

On March 21, 1966, while establishing markets for the global shipping business, Don Carlos passed away at 5:00 PM in Cebu City. At the time, Alfredo was in Tokyo, enjoying a hot spring retreat with friends. He received a telegram on March 22, instructing him to return home immediately. After making his way back to Cebu, he was met at the airport by Cipriano Du and Dr. Jose Borromeo, who administered a tranquilizer to calm him before taking him to the Chinese Chamber of Commerce. It was there that Alfredo learned of his father’s passing. Despite his calm demeanor due to the tranquilizer, the loss hit him deeply. As he shook the hands of the people who consoled him, he never shed a single tear, not until, Roberto Zamora, the manager of ESSO Oil Company, gave him a hug of comfort. That was want triggered the pain of the loss of his father.

Doña Rita and Don Carlos.​

Don Carlos’ death posed a great challenge for the family, particularly in continuing the business and fulfilling the country’s demands for efficient service.

Don Alfredo and Doña Conchita (center) with their 7 children: (seated) Birdie, Brezilda, (standing) Brenda, Benjamin, Bowen, Bob, Betty.​

By 1972, the family business had grown significantly, but internal changes were on the horizon. The brothers decided to divide the company’s shares equally. Don Carlos, the founder, had set the groundwork for this division before his death. As a result, Alfredo and Sulpicio each received 32.5% of the company’s shares, while Lorenzo received 22.5%, and Camilo 12.5%.

In 1972, Sulpicio pulled out to create Sulpicio Shipping Lines, and Lorenzo also started Lorenzo Shipping Lines, maintaining a partnership with the original company. By September 1, 1972, Carlos A. Gothong & Co. was left with only six vessels.

MV Our Lady of Peace, a gantry crane vessel that was the first in the Philippines.​

Joining a private conference with former President Ferdinand Marcos is Don Alfredo (seated far left).​

On trips to Canada, Alfredo D. Gothong was inspired by Roll-on Roll-off (RORO) vessels that efficiently carried passengers and vehicles. Seeing their potential, he envisioned bringing this innovation to the Philippines to transform logistics operations.

At the time, manual freight loading required 60 workers to load 200 sacks of rice per hour, often leading to inefficiencies and delays. Determined to streamline operations, Alfredo introduced the country’s first RORO vessel in 1978 through Carlos A. Gothong Lines, Inc.

The impact was revolutionary: with RORO technology, 2,000 sacks could be loaded in an hour using just a forklift and six workers. The company’s first vessels—M/V Doña Josefina, M/V Don Calvino, and M/V Doña Lili—significantly boosted efficiency. By 1982, two more vessels, M/V Doña Cassandra and M/V Don Benjamin, joined the fleet, with Don Benjamin earning national recognition.

This innovation marked a turning point, driving growth and operational excellence.   

A glimpse of the MV Our Lady of Hope, the first RORO and gantry operated freight vessel in the Philippines.​

The Gothong fleet grew, transforming sea travel through its continuous improvement, prioritizing customer satisfaction, quality, safety, and social responsibility.

The launching of M/V Our Lady of Akita in 1993 elevated sea travel beyond mere transportation, turning it into a unique, fun-filled, and comfort-laden experience. Passengers and guests would say, “M/V Our Lady of Akita is the most lavish lady.” This sentiment reflected the company’s genuine commitment to enhancing the sailing experience, which was embodied in its official slogan at the time: “Sailing Your Way.”

Carlos A. Gothong Lines (CAGLI) was ranked among the Top 500 Corporations of the Philippines and earned numerous awards for excellence. The company was also a pioneer in automating freight and ticket sales, introducing computers to all employees to enhance work efficiency. This was pioneered by Brenda Gothong, Don Alfredo’s daughter. It was during the documentation of policies and procedures that the value of workplace computing became evident, especially when multiple iterations of documents were needed.

“Saling Your Way” was MV Our Lady of Akita’s official slogan, which reflects the company’s genuine commitment to enhancing the sailing experience.​

The underlying economic conditions in the mid 1990’s made Carlos A. Gothong Lines, Inc. steer towards a new direction as it merged with William Lines, Inc. and Aboitiz Shipping, Inc. to form the mega-corporation, WG&A, Inc. in 1996.

With all their powers combined, the shipping business tie-up proved to be a very good move as it had flourished more in its quality service to the growing public both for the passengers and for the shippers alike.

Following the merger in the mid-1990s, the company transitioned back to its roots as Carlos A. Gothong Lines Inc., reemerging as a holding entity focused on diversification.   
The Gothong legacy continues from Don Alfredo’s brood (from left to right: Bowen, Bob, Benjamin, Brenda, Brezilda, and Betty).

Don Carlos and Don Alfredo’s expertise, values, and legacy continues on with Gothong Southern, now with Bob D. Gothong at the helm stirring his 600-bodied company into bigger oceans.​