Sharon Cuneta rediscovers what’s in her real heart

For generations, Sharon Cuneta has embodied the title of “megastar.”

From heartfelt ballads to powerful performances on the big screen, she has captured the essence of the everyday Filipina — resilient, compassionate, and endlessly relatable. Whether portraying beloved roles in unforgettable dramas or serenading audiences with timeless songs, Sharon has become a lasting figure in the hearts of Filipinos both on and off the stage.

Now, she’s stepping into a new chapter, driven by a mission that’s deeply personal. Alongside her husband, former Senator Kiko Pangilinan, Sharon is advocating for something close to their hearts: ensuring Filipino families have access to affordable, nutritious food — a cause rooted in their unwavering love for family and country.

Sharon’s connection with the masses has always been effortless. Whether in a blockbuster ﬁlm, sold-out concerts, or viral social media posts about everything from food to family, Sharon’s reach is undeniable. So, when she steps in to amplify Kiko’s advocacy for Filipino farmers and food security, it’s a natural ﬁt—a perfect blend of star power and heartfelt purpose.

Their new TVC, “Pag may Kiko, may Sharon,” may seem playful at ﬁrst, but behind the catchy slogan is a strong and serious message. Sharon’s ﬁlms have always centered around family and overcoming struggles, while Kiko’s policies focus on securing affordable food and fair opportunities for farmers. Sharon’s iconic “baon” scenes are a beautiful metaphor for the couple’s mission — one delivering warmth, the other delivering tangible solutions. It’s a perfect match: one brings the heart, the other brings the action.

Now, let’s talk about one of the most beloved aspects of this campaign: Sharon and her “baon.” For many Filipinos, “Sharon” has become synonymous with taking home leftovers, because, let’s face it, who can resist food that’s too good to waste? The ad cleverly taps into this familiar cultural concept to

highlight a deeper issue — Filipinos shouldn’t have to struggle to put good food on the table, and Sharon and Kiko want to make sure they don’t.

In a particularly poignant scene, Sharon enters a party and, seeing how food portions have become smaller, realizes that even the leftovers she’d usually take home are now a luxury. It’s funny, yes, but it’s also a stark reﬂection of the rising food prices and inﬂation many Filipinos face. Enter Kiko — the man with a plan.

Kiko isn’t just the man behind Sharon’s megastar glow — he’s a man who has worked tirelessly to pass laws aimed at supporting Filipino farmers and ﬁsherfolks, securing food stability, and ultimately lowering food prices. While Sharon brings the charm and wit that endears her to millions, Kiko is the one who’s been ﬁghting the real battles to ﬁx the country’s food system.

This latest campaign, with its perfect blend of humor and heart, addresses the huge issue of inflation and its ripple effects. Why do ordinary Filipinos only get spaghetti or pancit on birthdays? Why is ham a once-a-year treat? Why do our farmers work so hard but still struggle to feed their own families?

Kiko has the answers, and with Sharon’s star power by his side, more people are taking notice.

Sharon has always fought for what she believes in — just as she fought for Kiko in the 2022 election, through heartbreak and setbacks. As with all Sharon Cuneta stories, there’s always a comeback, and this one is for the future of the Filipino family.

Together with Kiko, Sharon is making sure the Filipino people’s needs are heard, with a powerful message that food security is not just a policy — it’s a way to give every family a brighter, more sustainable future.

With Kiko bringing the solutions and Sharon bringing the heart and star power, this partnership might just be the breakthrough in helping every Filipino family enjoy the basic right to affordable, nutritious food.

And with Sharon’s star power, who’s going to argue with that?