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 the 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 from a reality star to become one of her generation’s best artists, conquering the worlds of television and movies.
“It is a privilege to represent a brand that embodies my ideals, quality and confidence. We Filipinos know how Tanduay has provided 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. One hundred seventy years na siya, pero patuloy pa rin siyang gumagawa ng quality products (It’s now on its 170th year, and it 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 and wowed the public with her acting prowess. Most recently, Kim appeared in the top-rating drama series Linlang, 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 represented their own aura and were treated to a stunning visual display in which 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 the continued success of Tanduay. May we honor our legacy while continuing to innovate, inspire, and empower,” Tan said.