A legacy in motion

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It was a media event that felt more like a celebration than a press launch, and the atmosphere was unmistakably electric. After all, it marked a new partnership between two powerful forces in the Philippine entertainment industry: the Del Rosarios' decades-strong multimedia and lifestyle conglomerate, the Viva Group of Companies, and Alden Richards, one of the most successful, talented and well-loved actors of his generation.

Richards with Viva Group of Companies’ Vicente ‘Boss Vic’ del Rosario Jr., and his son, namesake, and heir apparent Vincent.

More than a contract signing, it was undoubtedly a merging of legacies — one firmly established, with no less than its chairman, the entertainment icon Vicente "Boss Vic" del Rosario Jr., and his son, namesake and heir apparent Vincent, each filling the dotted line on one side; and the actor on the other, rising with thoughtful momentum.

"That's a very nice question," Alden told The Manila Times' T-Zone when asked if, indeed, this new venture signaled the start of his own legacy beyond acting. "I think that's the legacy I want [for myself] — the legacy of living a life of purpose and changing the lives of people I meet along the way."

That legacy is now taking shape through the joint venture between Viva and Alden's Myriad Entertainment Corporation, two entities that, at first glance, may seem like an unexpected pairing. After all, Alden is a proud and long-standing talent of GMA Network and its Sparkle Artist's Center. Yet, it's precisely this cross-network collaboration that makes the development not just exciting but a welcome surprise in the often territorial world of Philippine show business.

"Myriad is only turning three in September," Alden shared, "but the opportunities I've been given by Boss Vic and Kuya Vincent have empowered me — not just as an actor, but as someone who gets to explore creativity and purpose in other parts of the industry, and in business."

Viva, of course, is a giant in its own right. What began as a trailblazing film production company is now a sprawling empire with strongholds in music, digital streaming, events, food, beauty and artist management. On the other hand, Alden's Myriad may be young, but it has already dipped its toes into entertainment, lifestyle, and gaming and now officially gaining further traction through this joint venture.

Alden and Vincent, speaking for Boss Vic, conveyed that their collaboration promises a broad range of projects, starting with "OOO," a Netflix-bound Filipino adaptation of the Thai supernatural blockbuster "Pee Mak," starring Julia Barretto.

Alden beams when he talks about it — not only because it's a co-production with Viva Films but also because the film is scheduled to compete in four international festivals this year, even before streaming locally.

"There's just so much that aligned [between the work we do]," Alden said, moving along. "This partnership isn't just about showbiz. We're also working with Viva Foods on integrating one of my restaurants, Concha's, into their growing food brands. And, of course, there's the music and live events with Viva Records and VAA Live."

It's a total lifestyle integration, but at the heart of it, Alden insists, is a relationship grounded in mutual trust.

"Going through this industry, I don't just make connections; I build relationships," the blockbuster actor averred. "And for me, it's never about age or seniority. It's about values and giving people the space to be heard. A lot of life-changing ideas come from voices you might not expect."

Vincent, Viva's president and COO, echoed Alden's sentiment in answering The T-Zone's next question on why they chose this particular multi-hyphenate of all the actors they could partner with.

"We were initially drawn to Alden as a performer," he explained, "but the more we talked, the more it became clear that he understands business. He's fair and collaborative, and he reinvents himself constantly. That's why this partnership grew into something bigger."

And yes, Alden's reinvention has always been deliberate but never self-serving. That conscious evolution has long included a deep sense of responsibility — one that extends far beyond the camera lens.

At this point in his career, stepping into his 15th year in show business, Alden continues to use his platform to uplift others. It's this very purpose that fuels his drive to expand beyond acting and pursue business, especially in partnership with a company he greatly admires and most importantly, shares his values.

"I didn't get to finish school," he admitted, "but through the AR Foundation, I now support scholars who will. That's the kind of impact I want to make. One that lasts. That's where I'm placing my energy."

Alden talked about the foundation with the same passion as he did about the creative aspects of production, even recounting a recent conversation with his team. "I told Mama Ten and Kuya Sam, where's our charity project? Why hasn't it started yet? It's time. I can feel the nudge already. We've received so many blessings — it's time to pass them on."

To Alden, that cycle of giving — of being a vessel rather than a collector — is what sets the tone for this new chapter.

"Everything I have is borrowed," he said. "We're living on borrowed time. But we get to choose how to spend it."

For the actor, that choice has never been more evident. With this new partnership with the Viva Group of Companies, Alden is choosing to spend it wisely — with heart, humility, and a clear intention to build something that will outlast him.

"Choose always the good," he said near the end of the event. And with every move he makes — on or off the screen — it's clear he already has.