The pre-war Cebu commerce - Part 1

Cebu’s commercial climate has changed from producer/manufacturer to consumerism and dependent on imports. The “Golden Book of Cebu 1937” illustrates how thriving Cebu was as producer/exporter and in its initiative/adaptability:

“The southern part of Cebu is predominantly hilly and mountainous. That is why in this region there is little farming activity. For the maintenance of their physical existence, the people resort to other forms of activity, such as fishing, weaving of cloth, trading, and other commercial enterprises. Cebu is famous for its fabrics, made from the fiber plants. Although to some extent, the fine strands of the hemp are employed in the greater part of the native woven materials.

“Another new industry which has recently arose to prominence, but which is owned and controlled by a Japanese, in the rubber shoe industry. The factory is situated in Mambaling district within the jurisdiction of Cebu city. In this factory, 300 Filipino skilled laborers both men and women, under the supervision of expert Japanese chemical engineers, work to produce at the least 1,000 pairs of rubber shoes daily. Even with the considerable output, still the factory is unable to meet the present demand in the Visayas and Mindanao for its products.” (CEBUpedia note: the factory, its last name was Rubberworld as it was famously called by Cebu old timers, it is where the Shopwise commercial complex is located, located fronting the end of F. Llamas Street (Francisco Llamas Street) along NatalioBacalso Avenue.

“On the island of Mactan is one of the largest coconut refineries in the world. In its warehouses are stored at all times thousands of tons of copra - the dried meat of the coconut. Huge tanks store the oil until it is loaded on boats which carry it to all parts of the world. Ukeleles of coconut shell and native made guitars are made also in large numbers in Mactan, and may be purchased at very reasonable prices.

“The principal business streets of the city of Cebu are Magallanes and Juna Luna (CEBUpedia note: There used to be two streets in Cebu City named after Juan Luna, the Juan Luna referred here has been renamed and part of the President Sergio Osmeña Sr. Boulevard which starts from the Provincial Capitol Building and ends at the front of Plaza Independencia, the other Juan Luna Avenue is the one now named as Pope John Paul II) on which are located the leading Chinese, Japanese and Filipino bazaars. Here native textiles, pina, jusi and sinamay as well as foreign merchandise can be obtained. The life of the people is seen on these thoroughfares.” (To be continued)