Original Coverage & Source Attribution: www.philstar.com
Jerry Donato – The Philippine Star
October 21, 2026 | 12:00am
MANILA, Philippines — James Licauco has found his footing in content creation, away from show business, the turf, or the chosen field by his older brother, David Licauco. A quick look at his reels reveals interests in fitness and running. It’s not surprising since he was a student athlete, playing for Ateneo Men’s Volleyball Team.
There are also glimpses into what keeps him busy from 9 a.m. to 6 p.m.
“I have a corporate job… I’m in advertising,” said James in a brief chat with this paper during the Kinetix Strength Studio Hybrid Race Sim event launch at The Podium. He participated in the hybrid race, which saw James and the rest of the competitors complete the 500-meter Run, 250-meter SkiErg, 15-meter Sled Push and 15 DB Squat Thrusts.
“I do media buying.. So, yung mga ads na nakikita niyo sa Facebook, sa YouTube, ako naglalagay doon (the advertisements you would see on Facebook and YouTube, I’m in charge of their placements),” added he, who earned a degree in legal management from the Ateneo de Manila University.
Such a kind of work looks for advertising space in various traditional and new media platforms, as one may put it.
“I think the legal aspect of my degree is more of at least the HR (Human Resources) stuff,” shared he. “Medyo alam ko na or eventually, if I start to make my own business, makakatulong din naman yung legal management (my degree will come in handy).” James added that he just applied for the position through LinkedIn.
Beyond the corporate work, James finds time for vlogging or content creation.
“(It’s) doing well,” said he. “So, aside from my work in the 9-to-6 job, I also do content creation. And at least now, parang since I do vlogs, napapakita ko yung (I’m able to show my) life ko inside the corporate world and also outside, (like) working out, eating out, going out of the country and all that.”
Asked why it’s important for anyone to invest in or find time for fitness, James said, “Yes, (it’s) very important, especially, I think for me, it’s more of that mental aspect din. I feel better about myself. I feel more confident.”
Given his Chinito looks and amiable personality, James can give showbiz a try and may audition for boy-next-door and even leading man roles.
“I’ve had some talks din naman,” said he about any plans of entering the entertainment industry. “Pero, I guess right now, wala din siya sa isip ko (it hasn’t crossed my mind).”
So, it’s safe to say that he wants to enjoy his corporate job and vlogging for now.
If ever the right time comes for him to be part of showbiz, he sees himself acting in a movie.
“I think I would enjoy a movie. I’d enjoy. If ever I’m given a chance, I think it’s gonna be fun to see myself on screen, diba?,” said he. “No, I’m not closing any doors (for show business).”
What are pieces of advice sibling David has given him when it comes to pursuing one’s dreams and passions?
“I think ever since, my brother has been a big believer (in) working hard, that nothing comes easy in life. So, he’s always told me na kung meron kang gustong ma-achieve, dapat willing ka (if you want to achieve something, you are willing) to put in the work, put in the hours,” said James.
He had a blast participating in the race, held at the Kinetix Strength Studio, described by its publicity team as “a group training studio built around community-driven hybrid fitness. The studio combines strength training and performance focused conditioning in a highly social environment where members train, improve, and grow alongside a like-minded tribe.”
It has hybrid, core, barbell and mixed modal classes. The venue creates “spaces for strength and movement,” added the team, for the people behind it believe that “every Filipino deserves to be stronger.”
Among the four routines he completed, James said running was his favorite.
“I think ever since, even in college, malakas akong tumakbo (I’m into running, which is my strength). Na-enjoy ko siya (I truly enjoy it). I think that’s something that my family and I bond over. When we’re out of the county, we run,” concluded he.
Follow athlete-content creator James on his social media platforms and visit Kinetix Strength Studio, the Hyrox Training Club, at Level 4, The Podium, ADB Ave., Ortigas CBD, Mandaluyong City.
