MANILA - British Ambassador Daniel Pruce can sing a Christmas carol in Tagalog, embracing the language as he seeks to deepen trade ties between the Philippines and the United Kingdom.

Pruce arrived in Manila last August, one month before the start of the world's longest Christmas season. More than learning the first line of "Ang Pasko ay Sumapit (Christmas Has Come)," the envoy said the yuletide season shows how Filipinos put family first.

"Ang pinakaimportante ay maintindihan ang Pilipinas (The important thing is to understand the Philippines) and to understand the country in all its breadth, in all its diversity," Pruce said in an exclusive interview with ANC's The Boss on Thursday.

"Having some capability in Filipino helps me to really gain the texture of the country," he said.

Pruce said he had also traveled to Iloilo, Tagaytay and Dumaguete, where he snorkeled for the first time in his life.

"It's easy when you're a diplomat overseas to get trapped in the small bubble of the diplomatic community. Looking at the wider country, engaging them directly is really important," he said.

Pruce said he would build a "stronger, broader, deeper" relationship between the Philippines and the UK, as Britain proceeds with its separation from the European Union.

British companies want to invest in transportation, construction, architecture and the digital economy, he said, adding there is much potential in Iloilo province.

"The level of interest and ambition of British companies to do business here in the Philippines is very high. We look particularly at at those sectors which are expanding," he said.

Catch The Boss on ANC and iWantTV. New episodes premiere on Thursdays, with replays on the same day at 11 p.m., Fridays at 3:30 a.m. and 1 p.m.; Saturdays at 4:30 a.m. and 10 a.m., Sundays at 10 p.m. and Mondays at 9:30 a.m.