LBC Express

LBC Express is a Philippine logistics and delivery brand operated by LBC Express, Inc., formerly known as Luzon Brokerage Corporation. The company traces its origins to 1945, when Carlos Araneta established a brokerage and air-cargo agency. With the involvement of his sons Juan Carlos, Santiago, and Fernando Araneta, the family business broadened its role from brokerage into air-cargo agency work, freight forwarding, and third-party shipping services. In that role, LBC arranged transport capacity and dispatched shipments through asset-based carriers rather than relying exclusively on its own transport fleet. The company expanded its logistics activities in 1973 and later introduced scheduled 24-hour overnight delivery in the Philippines. This service helped establish LBC as a consumer-facing delivery operator rather than only a commercial brokerage or forwarding intermediary. Its business subsequently developed around the movement of parcels, documents, cargo, and money, with a particular focus on the needs of Filipinos sending goods and financial support to relatives within the country and overseas. A major international step came in 1985, when LBC opened its first foreign branch in San Francisco, California. In conjunction with its expansion in the United States, the company introduced the balikbayan box service, a shipping format associated with overseas Filipinos sending consolidated packages to family members in the Philippines. LBC also added money remittance services, linking its physical branch network with the financial needs of overseas Filipino workers and their households. This combination of delivery, cargo, and remittance services became central to the brand's identity. The company adopted the Filipino positioning phrase “Hari ng padala,” meaning “King of Delivery,” in 1990. In 2005, LBC added branch-pickup and bills-payment services, extending its branches beyond shipment acceptance and collection. In 2010, it introduced more secure mail services for personal documents, loose cargo, and container loads, while also increasing its attention to business customers. These developments broadened the brand from a traditional courier into a multi-service logistics and transaction network. LBC has maintained a substantial Philippine branch presence and an international network serving Filipino communities and commercial customers abroad. The reference material records more than 1,252 Philippine branches and more than 60 branches in the United States and Canada as of 2016, along with locations across Asia, the Middle East, Europe, Oceania, and Pacific territories. Its activities include scheduled commercial-vehicle cargo services and, according to the reference material, planned cargo-airline services beginning in 2014. The brand underwent a quiet visual and strategic rebranding in 2013 through the consultancy Tangible. It introduced the slogan “We like to move it,” a line inspired by the song “I Like to Move It” by Reel 2 Real. LBC has also sponsored Philippine sports events, athletes, and teams, using local sports associations to reinforce awareness and community presence. The company remains associated with courier delivery, cargo forwarding, balikbayan boxes, remittances, bills payment, branch pickup, and related logistics services.

LBC Express began in the Philippines in 1945 as Luzon Brokerage Corporation, a brokerage and air-cargo agency founded by Carlos Araneta. The company was developed with the participation of his sons Juan Carlos, Santiago, and Fernando Araneta. Its early activities involved brokerage, air-cargo agency work, and forwarding services for clients. As a third-party shipping provider, LBC arranged shipment space and dispatched customer consignments through asset-based carriers. In 1973, the company expanded its logistics services. It later introduced 24-hour overnight delivery in the Philippines, helping it move from a business-oriented forwarding operation toward a recognizable consumer courier brand. The company’s subsequent service portfolio connected parcel delivery with cargo transport, remittance, and branch-based financial and collection services. LBC opened its first branch outside the Philippines in San Francisco, California, in 1985. The expansion addressed the needs of overseas Filipinos and coincided with the launch of the balikbayan box service and money remittance. Balikbayan boxes enabled overseas customers to send consolidated packages to relatives in the Philippines, while remittance services allowed the company’s overseas branch network to support recurring transfers of money to families at home. In 1990, LBC adopted the phrase “Hari ng padala,” translated as “King of Delivery.” The brand continued to add services, including branch pickup and bills payment in 2005. In 2010, it added more secure mail services for personal documents, loose cargo, and container loads, and it began targeting business owners more directly. These additions made the branch network a wider logistics and transaction platform rather than a simple parcel-drop-off system. The company later operated scheduled commercial-vehicle cargo services and announced plans for cargo-airline services beginning in 2014. By 2016, the reference material described a network of more than 1,252 branches in the Philippines and more than 60 in the United States and Canada. It also listed branches or operations across numerous markets in Asia, the Middle East, Europe, Oceania, and Pacific territories. LBC attracted criticism in 2009 over a television advertisement built around a child participating in a spelling bee. Education Secretary Jesli Lapus objected to the message and called for the advertisement to be withdrawn, expressing concern about its possible effect on children and its educational implications. The episode is the principal controversy identified in the supplied reference material. In 2013, LBC undertook a quiet rebranding supported by Tangible. The company introduced “We like to move it” as a new slogan, drawing inspiration from the song “I Like to Move It” by Reel 2 Real. LBC has also sponsored sports events, personalities, and teams in the Philippines, including Kaya F.C.–Iloilo, J. De Vega Sports Las Piñas, West Sports Manila, and Talon Dos Lang Malakas Sports. Across its development, the brand has remained focused on delivery, cargo, remittance, and other services used by Philippine households, overseas Filipino communities, and businesses.

• 2014

  Cargo-airline service planned

  [1]LBC Expressen.wikipedia.org

  The company planned to begin cargo-airline services on May 31, 2014, complementing its commercial-vehicle cargo operations.

• 2013

  Brand rebranding undertaken

  [1]LBC Expressen.wikipedia.org

  LBC quietly refreshed its branding with Tangible and introduced the slogan “We like to move it.”

• 2010

  Secure mail and larger cargo services introduced

  [1]LBC Expressen.wikipedia.org

  The company added more secure mail services for personal documents, loose cargo, and container loads, while increasing its focus on business customers.

• 2005

  Branch pickup and bills payment added

  [1]LBC Expressen.wikipedia.org

  LBC expanded its branch-based services with customer pickup and bills-payment capabilities.

• 1990

  “Hari ng padala” positioning adopted

  [1]LBC Expressen.wikipedia.org

  The company began using the Filipino phrase meaning “King of Delivery” as a brand positioning line.

• 1985

  First overseas branch opened in San Francisco

  [1]LBC Expressen.wikipedia.org

  LBC established its first branch outside the Philippines in San Francisco and introduced balikbayan-box shipping and money remittance services.

• 1973

  Logistics services expanded

  [1]LBC Expressen.wikipedia.org

  The company broadened its logistics activities beyond its original brokerage and air-cargo-agency role.

• 1945

  Luzon Brokerage Corporation was founded

  [1]LBC Expressen.wikipedia.org

  Carlos Araneta founded the company as a brokerage and air-cargo agency in the Philippines.

A broad Filipino delivery and logistics network combining courier services, cargo forwarding, balikbayan-box shipping, remittance, and branch-based transaction services for households, overseas Filipino workers, and businesses.

• Courier services

  Domestic courier delivery

  LBC’s core domestic offering moves parcels and documents through its Philippine branch and transport network. The company’s development of overnight delivery helped establish a faster scheduled-delivery proposition for domestic customers. The service sits within a broader network that also supports branch pickup and cargo handling.

• International cargo forwarding · 1985

  Balikbayan Box

  The balikbayan box is a consolidated shipping service associated with overseas Filipinos sending packages to family and contacts in the Philippines. LBC introduced the offering alongside its first United States branch in 1985. It became one of the brand’s most recognizable international services and linked overseas branches with Philippine delivery operations.

• Remittance services · 1985

  Money remittance

  LBC’s remittance service enables customers, particularly overseas Filipino workers and their families, to send money through the company’s branch network. It complements parcel and cargo services by making LBC a recurring financial-services touchpoint for overseas and domestic Filipino households.

• Parcel collection · 2005

  Branch Pick-up

  Branch Pick-up allows customers to collect shipments through LBC locations instead of relying solely on residential or business delivery. The service was among the branch-based additions made in 2005 and reinforces LBC’s role as a physical access network for logistics customers.

• Payment services · 2005

  Bills Payment

  Bills Payment expanded LBC branches into payment-collection locations. Introduced in 2005, the service complemented remittance and delivery operations by allowing customers to handle selected everyday transactions through the same physical network.

• Specialized logistics · 2010

  Secure mail and cargo services

  In 2010, LBC introduced more secure mail services for personal documents, together with services for loose cargo and container loads. These offerings extended the company’s range from ordinary parcels into business, commercial, and higher-volume logistics requirements.

• 2009

  Controversy over spelling-bee television advertisement

  Education Secretary Jesli Lapus publicly criticized an LBC advertisement featuring a child spelling the company’s initials. He expressed concern that the commercial could have adverse educational implications for young television viewers and called for it to be withdrawn.

  Source

Read more

• 2013“We like to move it” rebrand

  Philippines · International markets

  LBC undertook a quiet rebranding with Tangible and introduced “We like to move it” as a new slogan. The line drew inspiration from the song “I Like to Move It” by Reel 2 Real.

  Outcome. The campaign served as a refreshed expression of LBC’s movement and delivery positioning.

  Source
• 2009LBC spelling-bee advertisement

  Philippines

  LBC ran a television advertisement in which a child spelled out the letters L-B-C using words connected with remittance. The execution attracted criticism from Education Secretary Jesli Lapus, who argued that it could communicate an undesirable message to young viewers.

  Outcome. Lapus urged LBC to pull the commercial. The supplied source does not establish whether the advertisement was formally withdrawn.

  Source
• Philippine sports sponsorships

  Philippines

  LBC sponsored Philippine sports events, personalities, and teams, including Kaya F.C.–Iloilo, J. De Vega Sports Las Piñas, West Sports Manila, and Talon Dos Lang Malakas Sports.

  Source

• 2013

  Refresh the brand identityStrategy

  Background

  LBC sought to modernize its public-facing identity while retaining its association with movement and delivery.

  Action taken

  With Tangible, the company carried out a quiet rebrand and introduced the slogan “We like to move it.”

  Aftermath

  The slogan provided a new expression of the company’s mobility and delivery promise.

  Source

• 2010

  Add secure mail and commercial cargo servicesProduct launch

  Background

  The company sought to serve both personal-document customers and larger commercial shippers.

  Action taken

  LBC introduced more secure mail services for personal documents, loose cargo, and container loads.

  Aftermath

  The portfolio broadened toward business owners and higher-volume logistics requirements.

  Source

• 2005

  Broaden branches into transaction centersStrategy

  Background

  LBC’s physical branch network provided an opportunity to offer services beyond shipment acceptance.

  Action taken

  The company added Branch Pick-up and Bills Payment.

  Aftermath

  LBC expanded its customer touchpoints and reinforced its role as a multi-service branch network.

  Source

• 1985

  Enter overseas Filipino marketsStrategy

  Background

  The company identified overseas Filipinos as an important customer base for delivery and financial services.

  Action taken

  LBC opened its first foreign branch in San Francisco and introduced balikbayan-box shipping and remittance services.

  Aftermath

  The overseas branch model became a foundation for LBC’s international network.

  Source

• 1973

  Expand into broader logistics servicesStrategy

  Background

  LBC began as a brokerage and air-cargo agency and sought to broaden its role in shipment handling and logistics.

  Action taken

  The company expanded its logistics services and later developed scheduled delivery capabilities.

  Aftermath

  The move supported LBC’s evolution into a consumer and business courier network.

  Source

• 2014

  LBC planned cargo-airline services[1]LBC Expressen.wikipedia.org

  Product launch

  The company’s logistics activities included planned cargo-airline services scheduled to begin on May 31, 2014, alongside its established commercial-vehicle cargo operations.

• 2013

  LBC Express introduced a refreshed brand identity and slogan[1]LBC Expressen.wikipedia.org

  Campaign

  LBC carried out a quiet rebrand with assistance from brand consultancy Tangible. The refreshed positioning included the slogan “We like to move it,” inspired by the song “I Like to Move It” by Reel 2 Real.

1. 1LBC Expressen.wikipedia.org