W Express, one of the most widely used logistics solutions providers among Philippine businesses, expects further expansion this year as it rolls out an aggressive marketing campaign and names actress Karla Estrada as its first brand ambassador, marking the company’s 55th year in business.
Dawn Feliciano, president and chairman of Wide Wide World Express Corporation (W Express)—formerly known as DHL Philippines Express—told LogisticsNews.PH that the company plans to open five additional outlets this year, increasing its network from the current 100 outlets nationwide to serve a growing client base.
Formerly known as DHL Philippines Express, W Express has been adding at least five outlets annually.
Despite the broader economic slowdown, Feliciano said the logistics sector continues to grow. “Last year was a good year. I can’t complain,” she said when asked about the company’s revenue performance in 2025.
Technology
Feliciano said W Express is also adopting new technologies to help employees become more efficient—without replacing them.
“We are improving our technology so that we can give our customers, as much as possible, real-time data,” she said.
She emphasized, however, that W Express remains focused on its role as a traditional logistics provider, with corporate clients accounting for the bulk of its business. The company has no plans to enter shipping services for e-commerce operators.
Brand ambassador
Feliciano noted that the company expects its new brand ambassador to add visibility and authenticity to the W Express brand.
She shared that the idea of tapping Estrada emerged after the actress personally experienced W Express’ smooth visa authentication service during a tight travel schedule to Korea.
The goal, she said, is to have a brand ambassador who has already experienced the company’s services firsthand.
With Estrada joining the W Express family, the company hopes to deepen customer connections by highlighting everyday moments where reliable service makes a meaningful difference.
Reliability
Neil Cabreira, head of marketing and the data quality department at W Express, explained that the initial document screening for Korean visa application authentication only began in 2024 and represents an expansion of the company’s role as courier for the Korea Visa Application Center (KVAC).
W Express’ KVAC service assists customers by accepting visa application forms and requirements at its outlets nationwide, conducting initial document screening to ensure completeness, and delivering approved visas to applicants’ designated addresses.
Designed to make the process simpler, more organized, accessible, and convenient, the service reflects W Express’ continued efforts to adapt to the evolving needs of modern travelers.
Aside from KVAC, W Express also offers similar services for the United Arab Emirates, Kuwait, and Qatar. South Korea, however, stands out due to the high volume of tourists traveling to the country.
The company expects increased demand for Korean visa authentication services from the provinces, noting the strong interest in Korean culture and K-pop among young Filipinos, particularly with BTS set to stage a comeback concert in April.
Beyond KVAC, W Express also handles authentication services for documents issued by the Philippine Statistics Authority and the Department of Foreign Affairs.
Cabreira said the company offers competitive pricing, with a strategy focused on attracting new corporate clients to support growth. However, because W Express primarily caters to corporate customers, shipment volumes remain lower than those in the retail market or last-mile delivery for e-commerce platforms.
Due to this business model, the majority of W Express’ corporate clients are still based in the National Capital Region.
By focusing on B2B services, Cabreira said the company is able to maintain high service quality. While W Express remains traditional with next-day delivery, it ensures shipments are properly processed. “We still want to balance speed and reliability. Sometimes, if we’re too fast, the process might not follow,” Cabreira said.
“If the product is a general low value, that’s the bulk of the on-demand delivery. But if your product has significant value, you want to go to somebody who’s reliable. And we cater to those type of business that’s still value, reliability. We take care of the actual shipments,” he added.
Beyond visa processing support, W Express offers a wide range of courier and logistics services, including domestic and international shipping, secure transport of important documents, corporate logistics solutions, and customized delivery services for both businesses and individual customers.
