For someone who has traveled extensively, Dominador Buhain has a passion for learning that goes past books and into real-life experiences. As chairman and owner of one of the country’s oldest publishing houses and bookstores, he has seen Rex Education grow from a modest bookstore into a cornerstone of Philippine education.
“We have evolved from traditional publishing to a holistic educational approach, incorporating digital solutions and advocacy. Initially focused on B2B with schoolbooks, we are now shifting to B2C. By listening to our customers and collaborating with experts, we make teaching more engaging and the learning journey more meaningful,” he said.
Progress in Rex Education
Rex Education began as a small secondhand bookstore, overcoming financial struggles, a devastating fire and labor disputes. Over the past 75 years, it has grown into a leading publishing powerhouse, producing over 17,000 titles that support learners from pre-elementary to post-college.
While embracing digital learning tools, Rex Education remains committed to printed materials, recognizing their vital role in knowledge retention and comprehension.
“Digitization and AI are not threats but opportunities. Our strategy is to integrate these advancements into our workflows and boost our productivity. We are enhancing offerings and ensuring that our print and digital formats complement each other. We see the future of education as leveraging both traditional and modern approaches, as applicable to various contexts of communities we serve, to optimize learning outcomes,” he said.
Father-and-son team
The ongoing development of Rex Education is largely attributed to the leadership of Buhain and his son, Don Timothy Buhain. Their shared vision and complementary leadership styles are instrumental in shaping the company into a stronghold of learning and innovation.
Buhain’s deep appreciation for history, culture and traditional learning methods is balanced by Don Timothy’s drive to embrace digital transformation and technological advancements.
“The strength of our company lies in the harmony of tradition and innovation. My father built the foundation of Rex Education, and now we are expanding its reach for the future,” Don explained.
“Our goal has always been clear—to ensure that learning remains accessible, impactful, and transformative. With my son taking the lead in innovation, we are bridging generations of learners with knowledge that adapts to the times,” Buhain said.
Next leader
Guiding Rex Education into the future, Don, the company’s chief executive and third-generation leader, has expanded its scope. The company now provides lifelong learning resources, focusing on business, professional development and self-improvement.
Educated at the Asian Institute of Management (AIM), Don joined the company 32 years ago with an understanding of both the legacy and the necessity of progress.
He strongly advocates for the “Symphony of Learning” approach, which blends educational tools—such as audiobooks and digital supplements—to enhance learning experiences.
“Education should be dynamic and adaptive. We must meet learners where they are and equip them with knowledge that resonates outside the classroom. Enabling learners to be their best self is the end goal of the business,” said Don.
Learning innovation
Rex Education continues to expand in new directions. The company now operates a digital learning platform, an assessment company, a professional development arm, and a robotics initiative in partnership with Malaysia’s Eduspec Holdings Berhad. This initiative introduces robotics materials to schools and homes, ensuring affordability and accessibility for all learners.
Meanwhile, the Learning Management System (LMS), a virtual tool initially met with hesitation, became essential during the pandemic. Even with face-to-face classes resuming, Rex Education continues to improve its LMS, recognizing its value in times of disruption, such as typhoons or transport strikes.
Culture and heritage
Alongside its publishing and technological advancements, Rex Education is also committed to arts, culture and historical preservation—an advocacy championed by Dominador Buhain.
The company has established book museums across the country, providing tangible connections to literary and historical artifacts. His passion for collecting artifacts has culminated in a 540-page coffee table book, set for release on his 80th birth year in March 2025, further reinforcing Rex Education’s dedication to Filipino heritage.
“A nation’s identity is preserved through its stories, its books, and its culture. By safeguarding these, we ensure that the spirit of our history lives on,” said Dominador Buhain.
As the Philippines prepares to be the guest of honor at the Frankfurt Book Fair, lawyerBuhain is also leading efforts to secure Quezon City’s recognition as a UNESCO World Book Capital, aligning with his lifelong advocacy of promoting literacy and elevating the country’s standing in global publishing.
“A reading nation is an empowered nation. Our mission is not just to publish books but to cultivate a society that values knowledge and learning,” he said.
Road ahead
As Rex Education marks its 75th anniversary, it is not just reflecting on past achievements but also looking ahead. The progress made over decades must continue, ensuring that education remains accessible, innovative, and relevant.
Under the joint leadership of the father-and-son tandem, Rex Education is evolving from a traditional publishing house into a comprehensive educational ecosystem, integrating print, digital, and experiential learning.
While the company has stood the test of three generations, it continually strives to be more relevant for generations to come.
“We are not just in the business of books—we are in the business of shaping futures. Our responsibility is to create meaningful learning experiences that inspire, challenge, and transform lives,” Don said.