FHM Is Back in the Philippines, Relaunches as Digital-First Lifestyle Brand Under PlayTime Entertainment
October 13, 2026
The iconic men’s lifestyle brand is making a comeback with monthly cover girls, exclusive events, podcasts, and a new approach to digital entertainment.
FHM is making its comeback in the Philippines, this time with a new direction designed for a generation that consumes entertainment online.
The iconic men’s lifestyle brand is returning under PlayTime Entertainment, trading its traditional print-first format for a digital-first platform focused on lifestyle, pop culture, entertainment, and interactive experiences.
For longtime readers who remember FHM as a fixture of Philippine pop culture, the relaunch promises a familiar brand with a different approach to engaging its audience.
A New Chapter for FHM
Instead of producing magazine content first, the relaunched FHM plans to create experiences through live activations, exclusive events, online games, and special FHM nights before sharing the content across its digital platforms.
These experiences will eventually be compiled into digital albums, with a limited run of 50 signed physical copies.
The new format places greater emphasis on audience participation, allowing followers to experience the events and activities that become part of FHM's content.
Monthly Cover Girls and FHM After Hours
One familiar feature making a return is FHM's monthly cover girl. The brand plans to feature a new personality every month, drawing from artists, multi-channel networks (MCNs), and key opinion leaders (KOLs). Newly voted talents will also have opportunities to be featured in its albums.
FHM will also introduce FHM After Hours, a lineup of podcast shows exploring subjects traditionally associated with the magazine, including style, culture, fitness, gadgets, nightlife, and entertainment.
The expanded programming reflects the brand's effort to reconnect with its longtime audience while reaching younger consumers through digital content.
PlayTime Entertainment Leads FHM's Comeback
Crisanto Roy Alcid, President of PlayTime Entertainment, said the relaunch aims to preserve FHM's established identity while introducing a new way for audiences to engage with the 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,” Alcid said.
He added that the brand will continue building on its legacy while creating more opportunities for audience participation and conversation.
PlayTime Entertainment operates across media, sports, talent development, technology, and digital experiences, with FHM becoming part of its growing entertainment portfolio.
When Is FHM Relaunching?
FHM is preparing to mark its return with an exclusive, star-studded styling night, which will be held by invitation. The official launch date and additional details have yet to be announced.
The company also plans to organize activations around Metro Manila, along with exclusive FHM nights, event experiences, and potential collaborations with premium brands.
While the familiar magazine format is giving way to a more interactive digital platform, FHM's return signals an effort to reintroduce one of the country's recognizable lifestyle brands to a new generation.
For updates on the official relaunch, follow @FHMofficialPH on Instagram, Facebook, YouTube, and TikTok.