Award-winning actress, TV host, and fashion icon Kim Chiu is the latest high-profile celebrity to be chosen as the iconic Tanduay Calendar Girl. The Chinita Princess was unveiled as the brand’s Calendar Girl for 2025 in a grand event production themed, “Aura” held at the Lucio K. Tan, Jr. Center in Pasay City.
“As we approach the close of another year, this annual tradition has become a highlight for many Filipinos. The announcement of the Tanduay Calendar Girl sparks excitement and anticipation, igniting curiosity and friendly speculation. Tonight, we celebrate not just an iconic campaign, but a legacy of empowerment, artistry, and values that define who we are at Tanduay,” said President of the Lucio Tan Group and Tanduay Distillers, Inc., Lucio C. Tan III.
“For decades, the Tanduay Calendar Girl has symbolized strength, beauty, and confidence, inspiring people across generations. She represents more than a role—it’s a statement of resilience and empowerment, qualities that resonate deeply with our market and our brand,” Tan added.
Like Tanduay which has evolved and remained relevant since it was first introduced to the public in 1854, Ms. Kim Chiu has evolved as a reality star to become one of her generation’s best artists, conquering the worlds of television and the movies.
“It is a privilege to represent a brand that embodies my own ideals, which are quality and confidence. We Filipinos know how Tanduay has been providing us with the best rums for decades, and now the whole world also knows about it. Tanduay is also a brand that has withstood the test of time. 170 years na siya, pero patuloy pa rin siyang gumagawa ng quality products (It’s now on its 170th year, and it still continues to make quality products) and it just keeps on improving,” said Chiu.
Chiu entered the entertainment industry through ABS-CBN’s Pinoy Big Brother Teen Edition, where she emerged as its first-ever winner. She then appeared in numerous TV series, where she wowed the public with her acting prowess. Most recently, Kim appeared in the top-rating drama series Linlang, which was followed by another blockbuster romantic comedy series, a Philippine adaptation of South Korea’s What’s Wrong With Secretary Kim?
For Chiu’s unveiling, the stage was filled with a configuration of stars on LED walls. Guests were asked to come in outfits that represent their own aura and were treated to a stunning visual display where Chiu was presented as a modern goddess.
Chiu then took the stage as the goddess-inspired layouts of her 2025 calendar were flashed on the screen.
“This moment also reflects Tanduay’s incredible journey—a proud 170-year story of craftsmanship and innovation. So, let us raise a toast—to our new Tanduay Calendar Girl and to the continued success of Tanduay. May we honor our legacy while continuing to innovate, inspire, and empower,” Tan said.