Get to know the owners
Owner / Founder
Chef Princess Diana Rosario is a multi-awarded chef, serial entrepreneur, and a driving force in the Philippine franchise industry. As the visionary behind What’s Your Flan?, she transformed a simple home-based flan concept into a globally recognized brand with nearly 900 franchisees in 14 countries, championing inclusive entrepreneurship and creating life-changing opportunities for Filipinos.
Her journey began in the corporate world, serving as a Marketing Director in the oil and gas industry in Dubai at just 23 years old. She later gained valuable experience across various industries, including aviation and BPO, but ultimately found her purpose in food, innovation, and advocacy.
A certified pastry chef and food entrepreneur instructor in the BIGGEST culinary schools in the Philippines , Chef Princess brings both artistry and discipline into the kitchen—and the boardroom. She is known not only for her culinary expertise but also for her bold leadership and her ability to turn vision into scalable impact. Her business model focuses on accessible, home-based franchises, helping thousands of families build income from the ground up.
Beyond business, she is a passionate advocate for repatriated and abused Overseas Filipino Workers, dedicating her platform to empowering those who often feel forgotten. Through mentorship, education, and entrepreneurship, she provides real pathways for healing and financial independence.
Her philosophy is grounded in faith, honesty, and purpose. Chef Princess believes success is not just measured in profits but in how many lives you uplift along the way. With her heart firmly rooted in service and her eyes on global growth, she continues to inspire the next generation of Filipino entrepreneurs to dream big, start small, and stay true.
Her recent venture to support startups and young entrepreneurs through the company’s new distribution and incubation program is a true reflection of her dedication not only to the growth of her own company but to the success of fellow dreamers who are working hard to build something of their own. It’s a testament to her belief that success is most meaningful when it’s shared.
Co-owner / Co-founder
Pablito “Chino” San Diego Jr. is a visionary Filipino entrepreneur, brand builder, and community leader whose journey began in 2006 with zero capital and an unshakable drive. He founded TMC: The Master of Customs, a multi-awarded custom car shop that quickly became a staple in the Philippine automotive scene. Over 14 years, he helped shape the culture of car customization in the country—mentoring young enthusiasts, judging national auto shows, and co-founding multiple BMW and Euro car clubs including EUROUNITED Philippines.
In 2016, Chino shifted gears and entered the food and franchise industry as Co-owner of What’s Your Flan? International Group of Franchise Companies. Under his strategic leadership, the brand skyrocketed to nearly 900 franchisees across 14 countries, becoming one of the fastest-growing and most awarded home-based franchise systems in the region. The company has since become a symbol of inclusive entrepreneurship and Filipino innovation on the global stage.
In 2024, Chino was awarded Entrepreneur of the Year, a recognition of his bold leadership, ability to scale businesses from scratch, and dedication to building platforms that uplift everyday Filipinos. He was also a featured speaker at the Asia SME Forum, where he shared his entrepreneurial journey, lessons in brand growth, and insights on scaling with impact.
Today, Chino is at the forefront of a bold new initiative: the creation of an end-to-end entrepreneurial ecosystem built under What’s Your Flan. This includes a structured incubation and masterclass program, strategic brand-building support, distribution access, and a global go-to-market roadmap designed to take promising local products to international shelves. With no pre-seed fluff and no wasted time, the ecosystem provides real tools, real partners, and real traction, turning small ideas into scalable enterprises.
This bold initiative reflects the deep commitment that Sir Chino and Chef Princess share for empowering startups and young entrepreneurs—especially those who lack access to funding, networks, and established markets. By merging these promising small enterprises under the What's Your Flan umbrella, they provide a clear and strategic pathway for growth, allowing grassroots brands to scale with guidance, credibility, and shared success. .
Whether in automotive, food, retail, or startup incubation, Chino San Diego’s mission remains the same: empower everyday entrepreneurs with the tools, trust, and traction they need to win.