Rice and shine

By Leah Salterio

Aug 15, 2025 12:05 am

From wushu athlete to TV director to food magnate, Lester Pimentel Ong built a sprawling empire with Binondo Food Group. His journey highlights resilience, innovation and a knack for turning challenges into delicious triumphs

BEFORE he became a respected TV director and filmmaker, Lester Pimentel Ong, a Chinese-Filipino wushu athlete, ventured into the food industry, launching Rice in a Box in 2000. This fast-food concept, serving fried rice with various toppings, marked the beginning of his diverse entrepreneurial career.

Ong’s roots in Binondo, Manila, where his family’s business originated, provided fertile ground for his entrepreneurial spirit.

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From wushu athlete to TV director to food magnate, Lester Pimentel Ong built a sprawling empire with Binondo Food Group. His journey highlights resilience, innovation and a knack for turning challenges into delicious triumphs

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