The Leading Men of the ‘90s to Early Aughts Are Still the Ones to Beat

Once upon a time, before the rise of the internet and the thousands of influencers with millions of followers, there were men who we only saw on the big and small screens—if not in our dreams or mood boards. They were dressed well, set the trends, and were chased after by producers and directors who wanted sure hits. With their big names and mass appeal, they could carry an entire TV show or a movie, although mostly beside their equally bankable leading ladies.

As we seemingly return to the era of big films, let’s look back at the leading men who made audiences run in front of the TV at the exact same time every day, and most importantly, spend their hard-earned money and line up at the theaters for hours. These men were not merely heartthrobs; they held power over an industry that has recently been rummaging through varied platforms and places in a desperate search for the next big, real, consistently bankable star.

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JOHN LLOYD CRUZ

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Leave it to John Lloyd Cruz to make the guy next door the guy-to-be. Add to that the fact that he made sockless leather shoes and cropped trousers a Filipino thing in that era. After playing the role of Rovic in the coming-of-age TV series Tabing Ilog (1999-2003), Cruz got his breakout role in the teleserye Kay Tagal Kang Hinintay (2002-2003), which launched a successful love-team partnership with Bea Alonzo. Their love team then birthed box-office hits, including the cult hit One More Chance (2007) and its sequel A Second Chance (2015). Dubbed “The Box-Office King,” Cruz was eventually paired with other equally popular leading ladies, like Sarah Geronimo and Angel Locsin. In his later films, he took on more non-romantic movies, like The Trial (2014) and Honor Thy Father (2015).

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In 2017, Cruz announced that he’d be taking a leave from show business due to “personal reasons.” Then, in May 2018, during an exhibit at the University of the Philippines, Cruz, who was rarely seen in public at the time and was one of the featured artists at the exhibit, was caught on video declining veteran entertainment reporter Mario Dumaual’s request for an interview. In 2021, Cruz made his showbiz comeback via the Lav Diaz film Historya ni Ha (2021). He stated in several interviews that he never stopped doing film and art projects, although he stayed out of the spotlight. Since then, he has starred in another Diaz film When the Waves Are Gone (2022) and the sitcom Happy Together (2021-2023). Cruz is mostly offline these days and seldom visits the Instagram account of his partner, artist Isabel Santos. According to his former partner, actress Ellen Adarna, Cruz also spends time with their son, Elias.

DINGDONG DANTES

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Iñaki Torres was the “the one”: tall, handsome, rich, kind, romantic, dapper, and whatever ingredients teenagers’ dream boys were made of. Dingdong Dantes made Iñaki Torres of the hit teen drama series T.G.I.S. (1995-1999), so by transitivity, hearts swooned over Dantes. After hitting it big with his braces-wearing, RAV4-driving character, Dantes let go of the sweet-boy image. In 2007, he played the role of Sergio in the Philippine adaptation of the Mexican telenovela, Marimar, opposite his now-wife Marian Rivera. The success of Marimar led to several popular projects with Rivera, including Dyesebel (2008) and Ang Babaeng Hinugot sa Aking Tadyang (2009). His appeal to his audience allowed him to form partnerships with other networks and studios outside of his home network (GMA), most notably Star Cinema: Segunda Mano (2011) with Kris Aquino; One More Try (2012) with Angel Locsin, Angelica Panganiban, and Zanjoe Marudo; She’s the One (2013) with Bea Alonzo; and The Unmarried Wife (2016) with Angelica Panganiban.

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Dantes is still one of the most bankable actors on TV and in movies since finding success. However, he has been more focused on his family with Rivera (they now have two kids, born in 2015 and 2019). In 2003, at the Metro Manila Film Festival, his film with Rivera, called Rewind, became the highest-grossing Filipino film of all time. Currently, he is the host of the Filipino adaptation of the American game show Family Feud.

MARK ANTHONY FERNANDEZ

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We thought of putting the entire baggy-pants-loose-polo-shirt-wearing teen group Guwapings here (Jomari Yllana, Eric Fructuoso, and Jao Mapa). For now, let’s lead with the one who makes us question our past life goals: Mark Anthony Fernandez. After Guwapings rose to fame, a coming-of-age, multi-arc movie called Pare Ko premiered in 1995. There, in the first few minutes of the film, Fernandez could be seen smoking a cigarette in what looked like a mall—unimaginable in today’s environment, mysterious and “cool” in the early days. The year 1995 also proved to be a year Fernandez proved his bankability as a leading man and his range as an actor: Apart from Pare Ko, he starred in the politically themed, action-thriller film Eskapo and the romantic drama Mangarap Ka. Fernandez starred in other critically acclaimed projects, until he took a series of breaks to undergo drug rehab.

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Fernandez has made his showbiz comeback a couple of times, in between rehab and an arrest, and has appeared as a supporting cast member in many well-regarded movies and TV shows. Recently, he has appeared or starred in Vivamax-produced films of the erotic or sexy genre, including Domme (2023) and Package Deal (2024). His son, Grae Fernandez, is a rising leading man, who is currently one of the lead stars in ABS-CBN’s drama series Pamilya Sagrado.

RICO YAN

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It was easy to figure out why Rico Yan made it big pretty fast: dimples, charm, happy eyes, good education. Name it, he had it. So when he joined the first roster of talents under Star Circle (a group of talents managed by ABS-CBN) in 1995, it didn’t take long before he was cast as one of the main stars in the romantic, slice of life film Radio Romance (1996). That same year, he became a household name via the teen drama show Gimik (1996-1999). Naturally, his star kept rising and shining, which led him to a series of hit TV shows, including Mula Sa Puso (1997-1999), Esperanza (1998), and Flames (1999); and blockbuster movies, such as Madrasta (1996), Dahil Mahal na Mahal Kita (1998), and Kay Tagal Kang Hinintay (1998). In 2001, Yan showed his natural comedic talents in the hit sitcom Whattamen, where he starred with some of his closest friends in the industry, Marvin Agustin and Dominic Ochoa. His last movie was the 2002 box-office success Got 2 Believe. Yan also established Pinoy Yan Movement, a non-profit organization aimed at keeping youth in school; and he was a youth spokesperson.

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On March 29, 2002, during the Holy Week, Yan was vacationing in Palawan with a group of friends when he was found dead in his hotel room. The cause of his death was cited as cardiac arrest due to acute hemorrhagic pancreatitis. That same year, the Rico Yan Youth Foundation was established. It was said that during the time of his death, a sequel to the Got 2 Believe was in the works plus other major films.

MARVIN AGUSTIN

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Marvin Agustin made us, and still makes us, believe that if you work for something really hard, anything can happen. Also, it could help if you have a megawatt smile and flair for talking to people. After graduating from high school, Agustin had to support his family by taking on various jobs. Eventually, he worked as a waiter, which was what he was doing when the talent scouts of Star Magic, the talent-management arm of ABS-CBN, discovered him. Agustin, like his close friend, the late Rico Yan, is also a product of the popular teen TV show Gimik. Agustin, however, got his real big break when he was paired with actress-singer Jolina Magdangal. The love team launched a cult following and wildly successful movies like Labs Kita…Okey Ka Lang (1998) and Hey Babe! (1999)—and until today, clips from those movies still make their rounds on the likes of Tiktok and Instagram Reels. In the years that followed, Agustin had big roles in big films, like Dekada ’70 (2002) and Ang Tanging Ina (2003) and continued to make appearances on television projects.

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Early this year, in June, Agustin posted on his Instagram account a photo of him and Magdangal with directors Antoinette Jadaone and Dan Villegas, fueling rumors of a reunion project with Magdangal. In the past decade, however, Agustin has been staying off camera most of the time and focusing on his many restaurant businesses. As a restaurateur, Agustin owns or co-owns, among others, Cochi, Sumo Sam, Mr. Kurosawa, Oyster Boy, Mr. Monk, and Secret Kitchen. Agustin also took up culinary courses at the International School for Culinary Arts and Hotel Management (ISCAHM).

PATRICK GARCIA

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We called him the Devon Sawa of the Philippines—with his halfie looks and gorgeous, thick hair parted in the middle. Patrick Garcia is not actually what you would call the regular ’90s “leading man.” Yes, he was part of famous love-teams with the likes of Anna Larucea and Paula Peralejo—both of whom have retired from acting—and Jodi Sta. Maria, but he mostly gained recognition for his roles in films without leading ladies. He was most lauded for his performance in Madrasta (1996) and Batang PX (1997). One of the original cast members of the youth-oriented show Ang TV (1992-1997), Garcia has had a steady stream of projects throughout his career.

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Garcia spends most of his time with his wife, Nikka Garcia and their four kids. He also has a child with former partner Jennylyn Mercado. Garcia most recently starred in the drama film A Journey, with former Tabling Ilog cast mates Kaye Abad, Desiree del Valle, and Paolo Contis. The movie was released on Netflix in April 2024.

RICHARD GUTIERREZ

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Richard Gutierrez was born to be in the spotlight, especially considering that he is the son of actor Eddie Gutierrez and actress and talent manager Annabelle Rama. It doesn’t hurt that he is tall, has the traditional movie-actor face, and he can carry a suit as well as a leather jacket. After appearing in a few hit shows on his former home network GMA, like Click (1999-2004) and Habang Kapiling Ka (2003), Richard sealed his leading man status in the successful fantasy series Mulawin (2004-2005). The TV series became so popular that it spurred producers to make a movie version, Mulawin: The Movie (2005). Since Mulawin, Gutierrez has taken roles of superheroes or action heroes: Sugo (2005-2006), Mars Ravelo’s Captain Barbell (2006-2007), Kamandag (2007-2008), Codename: Asero (2008), and Zorro (2009), to name a few. He also tried his hand in romantic films, including the GMA Pictures-Star Cinema collaborations For the First Time (2008) and When I Met U (2009).

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In 2017, after being with GMA for decades, Gutierrez signed a contract with ABS-CBN. He continues to star in hit TV shows, most recent of which are La Luna Sangre (2017-2018), FPJ’s Ang Probinsyano (2020-2022), and Iron Heart (2022-2023). He is set to star in an action series, Incognito.

WOWIE DE GUZMAN

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If you starred in two of the longest-running drama series in the Philippines—ever!—then you better be on this leading men list. Wowie de Guzman’s name came to the attention of TV viewers via Universal Motion Dancers, one of the most popular dance groups in the history of traditional dance groups. Then, the TV gods decided that a then-fast-rising dramatic actress, THE Judy Ann Santos could use a love-team partner, which turned out to be de Guzman. Together, they appeared in the cult classic, long-running teleseryes Mara Clara (1993-1997) and Esperanza (1997-1999), and, take this, more than 10 films that killed in the box office. As the mid-2000s came in, de Guzman dabbled in theater, got married, had a kid, and moved slowly away from the spotlight.

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In 2012, De Guzman married his non-showbiz partner, Sheryl Ann Reyes. A month after Reyes gave birth to their daughter, Reyes passed away. Today, De Guzman is focused on raising his daughter as a single dad, while he teaches dance and Zumba. He was last seen on TV in August this year, as a guest star in the game show Family Feud.

PIOLO PASCUAL

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We put him last because Piolo Pascual is that leading man that comes once in a generation, or once in generations. Cliché as it may sound, it is hard to find “another” Piolo Pascual, or even the next Piolo Pascual—we think they’ve tried. One, when he’s on the red carpet, he’s always that quintessential classic man in a suit that looks like it was made in a luxury tailoring shop in Italy. Two, pair him with any actress, and you’d make a hit romcom. Ever since he became a household name as the Judy Anne Santos’s new suitor in Esperanza (which was 1997!), he has made hit after hit with the likes of Claudine Barretto, Angel Locsin, Toni Gonzaga, KC Concepcion, Regine Velasquez, to name a few. Three, he isn’t just easy on the eyes, but he is such a good actor you’d actually watch his movies and shows to see him act, other than to see him. And he’s also the poster boy for a healthy lifestyle, good investments, and wise business decisions. Who says life is fair?

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Piolo Pascual has retained his status as one of the most bankable, reliable leading men in Philippine showbiz. His latest films include the 2023 Metro Manila Film Festival entries Mallari and Gomburza. Currently, he stars in the ongoing drama series Pamilya Sagrado.