There is no language strong enough to soften the truth that losing a child breaks something fundamental in a parent. It defies the natural order, leaving behind a kind of silence that no amount of time can fully repair. Grief, in this form, does not move neatly from beginning to end. It lingers, reshapes, and settles into everyday life in ways both visible and hidden. For those who carry it, the world continues but never the same. The smallest moments can trigger the deepest pain, and even joy arrives with a tinge of sadness.
It is within this space of quiet grief that Kuya Kim now stands.
Kim Atienza, more popularly known as Kuya Kim, has always been instantly recognizable with his signature hat, high energy, and quick wit. He has become a familiar and trusted presence through the years. He brings curiosity, humor, and heart. But beyond the fun facts and lively persona, there is a different angle to Kuya Kim today. That is one formed by loss, purpose, and a newly acquired commitment to kindness.
Credibility and authenticity are the reasons behind Kuya Kim’s long-standing partnership with Santé International. At his recent contract signing and press conference on April 13 at the Santé Experience Center in Ortigas, Kuya Kim marked 15 years as a brand ambassador of the popular barley brand. At a time when there are so many TV and online figures, he remains on top of his game.
The collaboration was built on shared values of health, trust, and service. “For 15 years, Santé has been part of my life and advocacy,” Kuya Kim shared. “I’m truly grateful for the trust, the friendship, and the shared purpose we’ve built through the years.”
For Kuya Kim, the contract renewal goes beyond endorsement. It reflects a belief in accessible, science-based wellness and in opportunities that empower Filipinos. He remains a key voice in bringing its message to a wider audience.
Given all his platforms, it is still his quiet acts of kindness that have recently captured public attention. A netizen shared how Kuya Kim privately reached out to offer financial support for therapy — no publicity. For Kuya Kim, it was simple. He said, “My daughter’s motto is ‘a little kindness.’” I’m a little kind to everyone. Doesn’t take much, only a little.”
Kuya Kim understands the weight of even the smallest gesture. “I know that as a celebrity, one small word can actually save a life. ‘How are you there? Are you okay now?’ That’s it. That’s all it takes,” he explained.
In a digital world often criticized for its harshness, Kuya Kim has seen both sides firsthand. “This shows that online comments can kill and comments can save lives,” he added. When his gesture went viral, he was caught by surprise. He woke up to thousands of comments, with some also offering little acts of kindness. He started ripples of kindness through a single act.
What many don’t see is where this compassion comes from. In October 2025, Kuya Kim lost his daughter, Status by Sparle artist and content creator Emman, to mental illness. This is the grief he continues to carry every day. “I’m grieving right now. It [grief] never goes away,” the Tiktoclock host explained.
Kuya Kim pushed back against the common idea that time simply heals. “A lot of people think that grief is linear. That give it time and you will heal. No, you never will heal. Especially the death of a child will never heal.”
Instead, Kuya Kim described it differently, “The heart gets bigger. You become bigger to accommodate the grief. Grief changes you. It can change you for the worse or the better.” For Kuya Kim, the choice is intentional. He chooses to be better. Additionally, he doesn’t avoid the pain. He faces grief head-on. Following advice from a fellow grieving parent, he chose not to “bandage” his wounds but to expose them.
Kuya Kim built a routine around remembrance as he easily gets triggered. “What I do, all my shoes are inside her room. So I’m forced every single morning to enter her room. I sit by her bed, I read my passages, and I grieve,” he detailed. The usually bubbly host turned emotional, seemingly about to cry when he mentioned how at certain times during his hosting stints, grief would strike. One time, one of the members of a P-Pop girl group they guested looked like his daughter. In another recent episode, the guest was Eman Bacosa Pacquiao, so Kuya Kim was exposed to his daughter’s name repeatedly because of the spiels.
Entering Emman’s room is a practice that allows release. “When I cry, I no longer cry for a day because I’ve released it,” Kuya Kim shared, noting how he is slowly learning to deal with the pain. Grief, he explained, comes in waves. “It does. It’s not linear,” Kuya Kim said. And while others may seem okay on the surface, he emphasized that “you will never be the same.”
Alongside this, Kuya Kim has become more vocal about mental health, challenging harmful assumptions. “People say kids now are weak. Not true. There are many factors that attack young people’s minds today that can kill them,” he said with firmness and warmth of a father’s heart.
The grieving father stressed the importance of listening. “You don’t know, that might be the last thing he holds on to,” Kuya Kim said about making time to be there for others. And through his own experience, he has found himself becoming a safe space for others. “I guess they see me as a safe space because of what happened,” Kuya Kim said.
He takes this role seriously. Kuya Kim continued, “It is an honor but it’s also a big responsibility. Now, I see the need, it’s intense.” To better equip himself, the country’s well-loved Kuya is taking a short course soon on mental health first aid.
Kuya Kim is actively studying how to help better. “I’m learning. I have to know what to say. You really have to study it,” he emphasized. Despite everything, Kuya Kim continues to prioritize his health, physically and mentally. “My physical activity is important,” he said. He pointed out how sleep and exercise directly affect his grief and said, “When I’m sleep-deprived, my grief is bad.” With proper rest and movement, he finds balance. “When I work out, my endorphins are high,” he continued.
Kindness, fitness, and purpose have become Kuya Kim’s anchors. Even in the face of negativity online, he chooses empathy. “I believe that hurt people hurt people,” he reminded. It’s a mindset that allows him to respond not with anger, but with understanding.
Fifteen years into his partnership with Santé, Kuya Kim Atienza continues to evolve not just as a broadcaster or endorser, but as a person molded by a lot of experiences and driven by a sense of purpose. And in the simplest terms, he continues to believe in what seems to matter most. As Kuya Kim reminded, “A little kindness goes a long way.”
