10. Piolo Pascual

Piolo Pascual, with the star-making machinery of Star Magic backing him up coupled with his attractive star power, still makes him a popular heartthrob in showbiz-land. Says Star Magic’s Johnny Manahan to YES! magazine, “Before, if they want a star to be with Star Cinema, their bait is always Piolo. Regine [Velasquez] requested for Piolo…He’s always been our number one.”

9.  Ai-Ai delas Alas

“Not a dewy beauty, but a middle-aged comic powerhouse. Not a TV-manufactured celebrity, but a true movie star. Not a bland, cookie-cutter personality, but an irrepressible character that advertisers find irresistible,” says YES! of Ai-Ai delas Alas. She ranks number 9 for her stronghold, not only in the box office, but in provincial shows, lounge acts and overseas concerts.

8. Regine Velasquez

Asia’s Songbird Regine Velasquez has ventured into hosting and acting but it is her singing career, with 16 albums in the last decade and her countless concerts, that has helped earn her a spot on this list.  YES! Magazine writes: “It’s her Cinderella, rags-to-riches story—who hasn’t heard the story of her father making her sing while standing neck-deep in sea water so that her lungs could keep up with her powerful singing?—that most resonates with the audience and its own dreams of against-all-odds greatness.”

7. Sharon Cuneta

Sharon Cuneta is on the list, not because of longevity in the business but because through all her lows, her grace, and dignity served her well and has made her more appealing to fans and advertisers, says YES!. Most of all, the Megastar “understands that it is imperative to stay away from the spotlight when she is not in top form or in the best of moods.”

6. Claudine Barretto

Star Cinema princess and ABS-CBN’s telenovela queen, Claudine Barretto “was a class apart,” writes YES! “In a family blessed with superior genes, she was separate from her sisters Gretchen and Marjorie because she also possessed soulful, gut-wrenching acting chops.” This Barretto also isn’t afraid to “explore the dark side of human nature.” Adds YES!, “Claudine had also mastered the art of creating buzz around herself, knowing what to reveal, what to keep, and when, and doing so in the most subtle of ways.”

5. Robin Padilla

Effective reinvention has worked its magic for Philippine TV’s Bad Boy, Robin Padilla. Says YES! Magazine of his career, “In the past decade, his body of work has been expansive, spreading out from action movies to a more varied repertoire of crowd-pleasers.” YES! Magazine also quoted screenwriter Ricky Lee: Padilla “personifies different facets of the culture and speaks to you from different levels: as a brother, barkada, defender.”

4. Aga Muhlach

Aga Muhlach’s boyish good looks have not faded. He’s the only matinee idol left of his generation. Even his limited exposure on Philippine TV has done wonders for his career. “In an age where stardom is defined by constant exposure on television, Aga has the confidence to limit his TV appearances to once-a-week sitcoms—a fast dying genre in need of fast rejuvenation—instead of the daily soaps other stars need to maintain public interest.”

3. Vic Sotto

Not merely defined as the host of the longest-running TV show, Eat Bulaga!, Vic Sotto, also known as “Bossing,” is an institution, says YES! Magazine. A comedian with a no-fail box-office record at the movies, an astute businessman, and a steady presence on primetime TV, he also “seems to exhibit the most Hollywood traits: he only reaches out to the press when he has projects to be promoted, but even then, the press is made aware—through charm and wit, of course—that there are boundaries not to be crossed.”

2. Judy Ann Santos

The child star-turned box office queen who reinvented herself from “chubby child star to beautiful woman” ranks number 2 on the list. According to YES! Magazine, “Juday belonged to the first generation of stars produced by the star-making machinery of the television networks. But her career owes a lot of stability to her tireless work ethic: from 2000 to 2009, she appeared in seven TV shows, made 26 movies, and inked 37 endorsement deals. What truly sets Juday apart is the unconditional love she receives from her colleagues, the press, and her fans.”

1. Kris Aquino

The omnipresent TV show host, actress and product endorser Kris Aquino holds the throne at the number 1 spot. Says YES! Magazine, “The 39-year old Kris Aquino ruled this decade of Philippine entertainment because she has single-handedly redefined what celebrity means. Thanks to Kris’ mastery of the media, as evidenced by her impeccable timing for every colorful announcement and statement, she has blurred the lines between what’s personal and what’s public—and exposed our insatiable appetite for both.”