History of Susing's Guitar
Throughout the Spanish period, the gitara or kitara (from the Spanish guitarra) is believed to have been first manufactured in Cebu. Generation after generation, guitar making in Cebu eventually became an industry involving many families, the most prominent of which is the Malingin family, particularly the three siblings: Susing, Lilang & Quirico; whose names have become well-known guitar brands. Presently, Lilang’s Guitars is now owned by Alegre Guitars while guitars made by Quirico’s family are sold under the brand name Inday Celia’s Guitar.
In 1949, Juanito Valiente Sr., a merchant and an excellent luthier, started making Cebu handcrafted guitars and sold them in a small store owned by his wife, Susing. This was the humble beginning of Susing's Guitar. Juanito's excellent craftsmanship and entrepreneurial skills led him to expand his business. He hired more luthiers to meet the growing demand for his quality handcrafted guitars.
During the Vietnam War in the 1960's , American soldiers who were deployed at the Mactan Airbase fancied the Cebu handcrafted guitars for its quality & affordability. Some of the soldiers wanted to customized their guitars according to their taste & own specifications. The high demand of this new market paved the way to the expansion of Susing's Guitar into an industry exporting products to different countries. It also improved further the quality of its product as production tools were constantly upgraded like the use of a wood moisture tester to ensure the guitars exported to other countries will sustain the cracks & disintegration when shipped.
Susing's Guitar then became a popular guitar brand here & abroad. They are currently exporting guitars & ukulele products to some states in the US, Europe & Asia, aside from the high demand from tourists who visit Cebu and the local market.
Susing's Guitar is known locally and internationally for crafting guitars to perfection. The guitar factory has represented the country as commissioned by the Department of Tourism in various international expos in Hong Kong in 1976, Japan in 1983 and Singapore in 1992.
Susing’s Guitar was renamed to THE NEW SUSING’S GUITAR about a decade ago when Lucrecio Valiente, son of Juanito Valiente Sr., took over the family business. Up to the present, they continue to manufacture world class quality guitar by hiring only the best luthiers.