FHM is making its comeback in the Philippines with a digital-first approach that reimagines how a men’s lifestyle brand connects with audiences. Now part of PlayTime Entertainment’s expanding portfolio, the iconic brand is venturing beyond its print magazine roots to embrace lifestyle, pop culture and entertainment through a Creators First strategy.
Rather than following the traditional magazine model of producing content for readers, FHM is turning the concept around by creating experiences first and publishing them afterward. Through live activations, events, online gamified experiences and exclusive FHM nights, the brand aims to build a community around its content before documenting these experiences online and compiling them into albums. Each collection will also have a limited physical release of just 50 signed copies.
This approach positions FHM as a brand that creates the scenes and experiences it features, rather than simply reporting on them. By the time its content reaches the public, the events and activities have already taken place, setting it apart from conventional lifestyle publications.
As part of its monthly lineup, FHM will introduce a new cover girl selected from artists, multi-channel networks (MCNs) and key opinion leaders (KOLs). Talents chosen through public voting will also earn spots in the album, giving audiences a role in determining who gets featured.
The conversations that once filled the magazine’s pages will continue through FHM After Hours, a collection of podcast shows covering topics such as style, culture, fitness, gadgets, nightlife and entertainment. Through these offerings, FHM seeks to bring its established lifestyle coverage into a digital format designed for a new generation of audiences.
The new FHM launches very soon at a star-studded, by-invitation styling night, with details to follow. The launch will be sustained by major activations around Metro Manila, built to bring on-ground interaction, visibility and a growing online presence. Exclusive FHM nights and access to events are on the way, and FHM looks ahead to partnering with major premium brands as it grows as a lifestyle brand.
“FHM has a distinct identity and a strong place in Filipino pop culture. We’ve turned the magazine model around: we make the moment first and share it second. Nothing like it exists in the Philippines today, and we’re excited to bring it to longtime fans and a new generation,” said Crisanto Roy Alcid, President of PlayTime Entertainment.
“Under PlayTime Entertainment, FHM stays true to its roots while giving audiences new ways to take part and start conversations. There is much more to look forward to.”
For the latest announcements, follow @FHMofficialPH on Instagram, Facebook, YouTube and TikTok.
About PlayTime Entertainment
PlayTime Entertainment is a multi-vertical entertainment company shaping the future of entertainment through media, sports, talent development, technology and digital experiences. Its growing portfolio reflects a commitment to building engaging entertainment properties, empowering Filipino talent and creating meaningful connections with audiences and communities.
About FHM
FHM is a lifestyle brand recognized for its distinctive take on style, culture, fitness, gadgets, nightlife and entertainment. Returning as a digital-first brand, FHM brings its signature confidence, humor and personality to a new generation of Filipino audiences while reconnecting with longtime fans.
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