Owing to the circumstances of his birth, the identity of his father had been a closely guarded family secret, surnamed "Sanson". Although carrying the stigma of being an illegitimate child – Juana never married his father – he did not allow this aspect to affect his standing in society. The Osmeña family, a rich and prominent clan of Chinese Filipino heritage with vast business interests in Cebu, warmed to him as he established himself as a prominent figure in local society.