Why Viva’s Vic and Vincent del Rosario trust Alden Richards as business partner

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MANILA, Philippines — Alden Richards has found not just business partners but also mentors in Viva’s father-and-son tandem of Vic and Vincent del Rosario.

Over the past two years, the 33-year-old Kapuso star has built behind the scenes his own multi-media company, Myriad Corporation. With plans and aspirations increasingly going well beyond the screen, Alden recently entered into a formal partnership with industry giant Viva Group of Companies to produce more films, live events, music and even bring his restaurant brand into the fold.

“Since two years ago, this (partnership) has already been happening between Myriad Entertainment Corporation and Viva, when it comes to the partnerships. I was so ecstatic to learn about how Boss Vic (del Rosario) was so excited to partner with my company in terms of a lot of projects — not just in the entertainment industry but also in the food industry as well,” the actor said during an intimate media interview.

“The project that we already did is ‘Out of Order,’ coming out this year. I’m really proud to say that it’s competing in four international film festivals before we air it on Netflix,” he said.

Another film is the Filipino adaptation of the Thai supernatural hit “Pee Mak” to co-star him with Viva’s Julia Barretto.

Apart from the movies, he noted “there are a lot of projects in store for us as well. There’s gonna be a partnership between one of my restaurants and Viva Foods International. Everything just fell into place with the trust and confidence of my bosses right here (Boss Vic and Kuya Vincent). It’s fueling my creativity and my passion for the industry and on the business aspect as well, so I consider them as my mentors right now.”

“It’s going to be our (Myriad’s) third year this September 2025. I’m just very grateful and I feel so blessed with the opportunity that Viva’s Boss Vic and Kuya Vincent have given my company and me as an actor. I’m being empowered with these kinds of partnerships and of course, with Viva being one of the pillars of the Philippine showbiz industry… and in a lot of fields as well.”

For the Del Rosarios, the admiration is mutual.

“The partnership goes beyond the entertainment business. Although a lot of it is grounded on the entertainment part, we’re excited on the project pagdating sa food, one of the business lines that we really take care of,” said Viva president and COO Vincent del Rosario.

“We’ve sat down with Alden several times talking about different opportunities na magkasama kami. We realized that Alden is beyond being an actor, ang lalim ng kanyang understanding ng negosyo. Very practical mag-isip so kami man natuto sa kanya paano mag-approach sa pagpo-produce ng pelikula, pagtatayo pa ng iba’t ibang negosyo so we’re hoping mahaba ang pagsasama na ito,” he said.

Vincent recalled how it all started with wanting Alden as an actor.

“The partnership started with us being interested in having Alden as an artista. But when we began talking to him, we realized he’s actually an entrepreneur—very fair and easy to talk to. That led to a co-production, and eventually even more projects. We’re really glad we got the chance to work with such a popular actor, and you’ll see — he’s also a talented director, because we’ve seen the film. I think Alden will not run out of hyphens in his description. Because he’s always reinventing himself.”

For Viva’s founder, Boss Vic, as he’s fondly called in the industry, the connection with Alden goes beyond business.

“Malawak ang aming samahan, beyond business. Personally, happy kami maka negosyo si Alden, we trust him and he has the vision. Yung vision niya at saka yung vision namin aligned. Masarap makasama, maka-partner, hindi matanong (laughs), basta go lang.”

To which Alden added with a smile: “(We see things) black and white lang po, diretso lang.”

“Basta napag-usapan na, sarado na,” Boss Vic continued.

The latter cited the food business side as an example and how their partnership with Alden’s Filipino restaurant Concha’s Garden Cafe is already taking shape.

“With Viva Foods puro foreign brands and naghahanap ako ng masarap na Filipino food restaurant so nag-usap kami ni Alden. Sabi niya, meron na ako. So sabi ko punta tayo, matikman namin yung pagkain. We went there and napakasarap. Actually, ‘di pa pwede i-announce but we’re excited to (join forces). Pretty soon, you’ll see Concha’s all over the Philippines.”

When asked by The STAR what he appreciated the most in how the Del Rosarios run their businesses, Alden said that he values the collaborative spirit.

“I think it’s really more about the collaboration. They’re very collaborative and with the likes of young businessmen, like me, it’s very empowering… at some point, nava-validate yung ideas ko and everything that has been brought to the table lately. I consider it as really exciting times and I look forward to a long partnership. I’m at a point in my life that I don’t just make connections, I make relationships. I think that’s one of the things I’d like the viewers and my co-actors in the industry to learn from this partnership as well.

“It’s not about your age or how long you’ve been in the business. It’s your traits, values in life and the relationships you built with people regardless of Viva pa yan or down to the starting companies. I mean, everyone should be treated fairly, everyone has a voice, everyone is entitled to their ideas kasi ‘di ba dun naman nag sta-start yung mga life-changing events… kailangan natin i-value ang ideas ng bawa’t isa.

“I got that from them also… I’m very grateful to (my management) GMA and Sparkle also, because they’ve been very supportive of this partnership and they also let me foster and do this side of business.”

Alden, who has been in showbiz for 15 years, said stepping into an entrepreneurial role has given him new purpose.

“This is going to be my 15th year in showbiz, iba rin yung challenges, iba rin yung kulay ng buhay sa likod ng camera or being able to be part of production, like with my first project with Viva (‘Out of Order’), I became an actor-producer and director at the same time. I was given a brand-new challenge but so far, I’m enjoying the whole journey of doing this and I can’t wait to do more.”

His business mindset, he shared, is guided by one thing: purpose.

“What’s your purpose while you’re part of the industry? Ano ang gusto mong maiwan, ano ang gusto mong maalala ng tao pag-alis mo sa industriya and I think that’s the legacy that I want — na parang living a life a purpose and changing the lives of people I meet along the way,” Alden candidly shared.

He added: “(Let’s be honest) there’s always money involved but the way I run my company, it’s purpose first before anything else. Siempre sasabihin ng iba, purpose purpose ka diyan wala ka naman kikitain yang purpose mo.

“For me, there’s more weight if you make an impact on people at some point like in terms of my journey right now, I have scholars through the AR Foundation… Everything that I’m doing right now, I’m trying to break the cycle of where I was before.

“So when I started my foundation for (scholars’ education), it was because ‘di po ako nakatapos ng school… and up to now. But seeing these kids, being able to fulfill their dreams through the help of AR Foundation, that’s life-changing for me. That encourages us to do more… I think that’s the reason the Lord has been blessing me so much because he knows I’m just a vessel of His blessings para ipamigay ko po sa iba.

“Call me whatever you want… I’m sure I’m going to get bad or good comments about this… but gusto ko lang talaga tumulong every single day. That wakes me up in the morning… Sino pang pwede? Ano pang pwedeng itulong? Because for some reason, ‘pag yun ang top of mind ko, smooth sailing lahat sa baba, with work, business. So, I think I’m on the right path and (have the) right mindset that every day that I wake up, I just want to help someone or anyone in need.

“Pero ‘wag naman po yung to the point that you enable or spoil mo na, ibang tulong yun. But basically, it’s always about goodwill and helping people up.”

Beyond passion and purpose, Alden admitted that having businesses outside of showbiz is also a way to build his future.

“Establish safety nets… for my security,” he said.

“‘My projects have garnered so much success so I’m OK’ — hindi ako ganun. For me, nangyari siya, successful siya, I’m grateful, so what’s next?” said Alden, who wrapped up his 2024 with the highest-grossing Filipino film of all time “Hello, Love, Again.”

He further shared that he lives by these few simple but powerful principles, which he also learned from his own styling team.

“There’s this Tony award winner, and he lives his life with these three principles: No. 1, you surround yourself with people na when you enter the room, their eyes brighten up and they put a smile on their faces. Second, slowly is the fastest way to where you want to be. And lastly, the peak of a mountain is only the beginning of the next one. So keep climbing!

“That’s something to ponder on and that’s how I see my life right now. With every achievement, ‘What’s next?’ That’s the question.”