From farm worker to entrepreneur: How the UAE changed the life of this Filipina expat

Filipina expat Judy Dimayuga transforms farm upbringing into Dubai entrepreneurship and community support

Judy Dimayuga, a Filipina who grew up working on her family’s rice farm in Bicol, has spent more than a decade in the UAE building a career in sales and marketing, becoming co‑owner of Jeju Skincare and helping fellow expatriates access opportunities in Dubai. Dimayuga arrived in Dubai in 2015 and credits the city with enabling her professional growth and ability to support her children.

“I decided to work abroad to provide for my children, who are my greatest inspiration,” Dimayuga said.

Raised by her grandparents, Dimayuga began working in the rice fields at eight years old, harvesting palay and selling rice and vegetables to supplement the family income. At 23 she left the Philippines to seek better prospects abroad. Before settling in Dubai she travelled through Asia using her talent in singing to work in Japan, Malaysia and Singapore — a period she says cost her personal time with family. “For five consecutive years, I didn't go home because of all the challenges I faced abroad as artists,” she recalled.

Arriving in Dubai in 2015 brought a cultural adjustment. “At first, it was the culture adjustment. It's a Muslim country and I needed to adopt and respect their culture in all aspects,” Dimayuga said, adding that initial fear gave way to appreciation as she encountered “people who are open to accepting expatriates like me.”

• Career path: Dimayuga has worked as a secretary and in sales and marketing roles, learning the local market through hands‑on experience.
• Entrepreneurship: She has started several businesses and is now co‑owner of Jeju Skincare, a move shaped by her work within the beauty industry in the UAE.
• Community work: Through her role with Salties Creek, where she works in sales and marketing, Dimayuga has helped provide free venue space and snacks for events that let small businesses and talents showcase themselves.

Dimayuga describes her entrepreneurship as iterative: “I have started several businesses and although I faced many challenges due to lack of experience, I never gave up. Those experiences strengthened my determination to grow and succeed.” She says studying market flow and meeting people who shared ideas and knowledge were crucial to establishing her current position.

In May, she organised a gathering for expatriates facing challenges in the region, aiming to create a “welcoming environment where people could come together, support one another, and be reminded that they are not alone in their journey.” Dimayuga believes such community actions have tangible impact: “Even the smallest acts of kindness can make a lasting difference in someone's life. Because when a community lifts each other up, everyone rises together.”

Looking ahead, Dimayuga remains optimistic about the opportunities Dubai offers to determined expatriates. “The UAE is a place where you can improve yourself. It offers overflowing opportunities for expats to have a better life, as long as you do things with genuine intention and fulfill your true purpose,” she said.

Her personal motto reflects the spirit that carried her from the rice fields of Bicol to business ownership in Dubai: “Be kind to everyone on your way up, you might cross paths with them again on your way down.”