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When John Gokongwei, Jr. was born in 1926, one of the finest building in Cebu city ( the first one in the city to have an elevator, in fact) built by his prosperous great-grandfather stood as a lonely reminder of his clan's vanished wealth. By 1942 during the Japanese occupation, the profits from the movie houses owned by his father had disappeared, too. If others had rags-to-riches stories, the young Cebuano's story was riches-to-rags.