A mix of charm, influence and professionalism has made Joshua Garcia one of today’s most in-demand endorsers.
Joshua Garcia marks a decade in show business this year. It was in 2015 when he made his debut via ABS-CBN’s reality show “Pinoy Big Brother: All In.” Today, the 27-year-old actor is a certified A-lister. As a matter of fact, the website pep.ph named him the “Pep Most Influential 2024 Most In-Demand Endorser.” Pep.ph’s Rachelle Siazon wrote that in 2024, Joshua “landed a total of 17 endorsements and collabs with different brands.” These brands range from food to health and beauty, to fashion and telecoms.
“This is a big deal,” Rachelle wrote about Joshua’s feat. “It means that the star has established himself as a trusted celebrity with the popularity, image, and status to endorse a product that brands want association with. It also means that the star has followers with purchasing power.”
Followers and fans? Joshua has lots of them. He currently has six million followers on Instagram and 8.4 million followers on TikTok. When his reunion film with ex-GF Julia Barretto, “Un/happy For You,” was shown in August 2024, it grossed Php 320 million worldwide according to ABS-CBN News.
Joshua has not made another big project yet since “Un/happy For You” but he remains active as an endorser. “While Joshua may not have had recent TV or movie releases, his credibility, relatability, and consistent positive image remain strong among consumers. He represents the values we see in Ligo Sardines — trusted, reliable, authentic, and confident,” Ligo senior product manager Ray Gollon, Jr. told Malaya Business Insight.
For Ray, Joshua also epitomizes the boy-next-door, someone who exudes star quality but is still a guy you would want to be your son, brother or friend. “Joshua’s resonance with both younger and broader Filipino households makes him a meaningful choice for us.”
Moreover, that kind of appeal is continuous and unconditional. “We believe that trust isn’t built on constant visibility, but on lasting impact, and Joshua delivers that,” Ray pointed out.
Joshua’s matinee idol image is not immune to intrigue. Yet, he’s always managed to rise above by being gracious and letting his life and work do the talking for him.
Frank Salvador, Shoot project manager of Ligo, had this story to share to demonstrate Joshua’s professionalism. Frank told us, “Joshua arrived well ahead of the scheduled call time, fully prepared and camera-ready. He brought the complete wardrobe and showed up with a professional, positive attitude. He was respectful to the production team, very coachable, and open to direction and ideas. Truly a great guy to work with.”
“Versatile,” “wholesome,” “real,” are words that describe Joshua. Ray and his fellow executives were pleased to discover the brand is the star’s favorite since he was young. “Bata pa lang ako, nakakasama ko na ang Ligo. I really consume the brand,” said Joshua. “So working with Ligo since 2023 feels really personal.”
The duration of a celebrity’s endorsement contract can usually go for a few months up to a year. In the case of Ligo and Joshua, their partnership is going strong on their second year. “Joshua’s genuine love for the product makes the partnership even more authentic,” Ray said to explain the enduring relationship.
Joshua will be starring in the ABS-CBN adaptation of the K-drama “It’s Okay Not To Be Okay,” alongside Anne Curtis and Carlo Aquino.
