The title “Kargo Queen” may sound playful, but for Karla Estrada it reflects a deeper reality shaped by responsibility, resilience, and family. During the February 9 launch marking the 55th anniversary of Wide Wide World Express Corporation (W Express), the television host and entrepreneur explained that the phrase goes beyond branding — it speaks to the everyday role many Filipino parents carry as they navigate work, life, and raising children.
Karla Estrada said, “Itong pagiging Kargo Queen, hindi lang ito sa akin. Ito rin ay para sa lahat na mga nanay o magulang na nung nag-start silang maging parents ay talagang kargo nila ang kanilang pamilya.
“That’s why, I’m really excited dito sa bagong title natin ngayon; the Kargo Queen. Marami talagang makaka-relate dito.”
She clarified that the idea of “cargo” is not about burden but about purpose, explaining that family remains the most meaningful responsibility she carries.
“Pamilya pa rin ang biggest cargo in life.
“Hindi naman na parang pahirap,” she said.
Estrada shared that her journey as a single parent shaped her outlook on independence and growth. She recalled allowing her son Daniel to make his own decisions once she saw him become responsible in managing his finances, work, and personal life.
“Matagal na. By the time na nakita ko na responsible na siya, sa pera niya, sa trabaho, sa buhay niya ahhh ipinaubaya ko na sa kanya ang kanyang pakpak.
“Matagal na siyang napalaya at lumipad. Because ang mga anak ko ay maaga kong ginawang responsable sa buhay. Hindi ako nag-alala,” she said.
For Estrada, responsibility becomes exhausting only when growth stops — a philosophy she said guided the way she raised her children.
“Hindi naman. Kasi ako inabot ko naman singkuwenta, hindi pa ako pagod ha?
“Alam n’yo ang pagsisilbi kasi, pagtulong sa pamilya, hindi ka mapapagod e. Basta galing ‘yan sa of course ang kalooban mo.
“Ang nakakapagod lang diyan ‘yung nakikita mong hindi nago-grow yung kapamilya mo.
“Hindi nagsusumikap, nasanay na nakatanghod sa ‘yo at naghihintay. Iyun ang medyo nakakapagod at nakakalungkot.
“So pagdating kay Daniel, iniwasan na namin lahat ‘yun. Ginamot ko na ang lahat bago dumating siya—na maging isa ring kargo ng pamilya.
“Actually, napunan ko naman na. Naabutan na lang ni Daniel mga 20 percent na lang,” she added.
She said Daniel has long been free to shape his own path, both professionally and personally, after demonstrating maturity at an early age.
“Anytime, kung gusto niya, matagal na. Since before pandemic pa. Okay na siya. Kasi si Daniel matanda mag-isip. Sobra siyang matanda, makaluma, marami siyang ideas. Lolo talaga siya mag-isip. So, he’s very responsible, maaga siguro siyang namulat.
“At 15, nasa industriya na siya. At a very young age alam na niya na ako lang nandito mag-isa. So, nakatulong din na yung mga anak natin mulat sa totoong buhay na meron ang pamilya niya.
“Hindi ko binuhay ang mga anak ko sa pagkukunwari,” she said.
Estrada also expressed excitement for Lella Ford’s growing career, noting that each child eventually carries their own responsibilities.
“Yung kay Lella ay magiging kanya na lamang yun. Ang talagang katuwang ko sa kargo ng buong pamilya ay si Daniel talaga,” she said.
A first for W Express after 55 years
The personal reflections framed a milestone moment for W Express, which introduced Estrada as its first-ever celebrity brand ambassador — a move the company described as long overdue as it enters a new chapter after more than five decades in the industry.
“We felt that we wanted to have a face for our brand. Because through the years we were able to have this reputation na we’re reliable and we’re trustworthy. So we wanted to look for that right person.
“And then when we met momshie, yun na, we said, okay I think she can help us with giving more visibility to the brand,” said Ms. Dawn Feliciano of W Express.
Founded in 1971 by Rodolfo Feliciano in partnership with Guy Coombs, W Express — formerly known as DHL Philippines — positions itself as one of the early pioneers of courier services in the Asia Pacific region. Today, the company operates more than 100 service centers nationwide, offering domestic and international shipping, secure document transport, corporate logistics solutions, and customized delivery services for both businesses and individual customers.
Reliability rooted in real-life experience
Estrada said her partnership with the company felt natural after personally trying W Express’ Korea Visa Application Center (KVAC) service while processing her Korean tourist visa. Managing work, family, and business responsibilities, she described the experience as organized and stress-free.
“Bilang busy na nanay at working mom, importante sa akin na may serbisyo na maaasahan ko,” she said.
“When I tried W Express’ KVAC service for my Korean visa, talagang naging madali ang proseso. Maayos ang sistema, malinaw ang steps, at wala akong naging aberya. Nakaka-relieve ng stress kasi alam mong safe at in good hands ang documents mo. Malaking bagay ‘yun lalo na kapag marami kang inaasikaso,” she added.
The KVAC service allows customers to submit visa application forms and requirements at W Express outlets nationwide, with approved visas delivered directly to a designated address — a system designed to make the process simpler, more accessible, and convenient for modern travelers.
“For 55 years, W Express has focused on delivering reliable service that customers can depend on. We understand how important every package or document is to the people who entrust them to us. Karla Estrada represents the warmth and authenticity that resonate with our customers. Her experience reflects what W Express has always aimed to provide — dependable service delivered with care,” Feliciano said.
As W Express celebrates its 55th anniversary, the company aims to strengthen its connection with everyday customers by highlighting how dependable logistics quietly support the responsibilities people carry — from family priorities to travel plans and important life documents.
