Vice Ganda has long mastered something many brands spend years trying to figure out. That is how to connect with everyone. He cuts across audiences effortlessly — mainstream, niche, high-end, masa and makes it all feel natural. That rare ability is exactly why he’s become one of the most sought-after endorsers today.
In an industry that once hesitated to fully embrace LGBTQIA+ personalities, Vice didn’t just break through, he became the one brands now compete to work with.
About a month ago, he dropped a video that perfectly captures why.
Playing on the format of a Vogue-style “bag raid,” Vice delivered his own version part parody, part real peek into his daily essentials. It was funny, self-aware, and unmistakably him. But behind the humor, the video did something more interesting as it blurred the lines between aspirational and relatable. Even viewers who typically gravitate toward luxury content could find themselves curious about what Vice carries, uses, and actually swears by.
First on the reveal of bag contents is a Bottega Veneta bag, a gift from celebrity couple Dr. Hayden Kho and Dr. Vicki Belo. While the bag is high-end, the contents are refreshingly real.
Vice walked viewers through his essentials in a way that felt unscripted and generous. Not a hard sell in sight, just honest sharing. That’s what makes him such an effective endorser.
Among the items:
• A portable fan, because as he joked, the Philippines’ heat can lead to “lapotization” [referring to stickiness] — and no one wants that.
• A small bottle of alcohol for quick sanitation
• A cap, which he wears while his wig is being prepped by his stylist
• Panty liners, cleverly repurposed to absorb underarm sweat
• Dental floss for on-the-go freshness
• A power bank, because staying connected is non-negotiable
• A beauty blender for quick touch-ups
Then there are the more playful touches, like his “voodoo doll” plushie, which he teased as protection against bashers before laughing it off with a “Charot!” And of course, the “mystery toys” (if you know, you know), casually mentioned as available on Shopee.
One standout moment comes when he talks about his makeup remover from Beautederm. While he’s officially the face of one of the brand’s lines, he went out of his way to highlight other products — like their remover and pads — with genuine enthusiasm. It didn’t feel like obligation but it felt like generosity. He wasn’t just promoting what he’s paid to but he was sharing what he actually uses.
That’s the difference.
And maybe that’s why it works so well.
Vice Ganda doesn’t just carry a bag full of things. He carries with him a lot of trust from his viewers.
