FHM Philippines Returns With a Digital-First Lifestyle Experience Under PlayTime Entertainment
Last Updated on October 19, 2026 by Over Here Toronto
FHM Philippines is making a comeback with a digital-first approach under PlayTime Entertainment. The iconic men’s lifestyle brand is moving beyond its print magazine roots to focus on pop culture, entertainment, creators, and live experiences. Instead of publishing stories first, FHM plans to create experiences and share them online afterward. The new direction also brings events, interactive online activities, exclusive nights, and limited-edition physical albums for a new generation of Filipino audiences.
FHM Flips the Traditional Magazine Model
FHM is changing how it creates and shares content. Rather than following the usual magazine format, the brand wants to build experiences before documenting them.
These experiences will include live activations, events, online gamified activities, and exclusive FHM nights. Afterward, the brand will publish content from these gatherings on its digital platforms.
The approach puts audience participation at the center. Instead of simply reading about a scene, fans can become part of the experiences that shape FHM’s content.
FHM will also compile selected content into albums. These collections will include a limited run of just 50 signed physical copies.
This mix of digital content and limited physical releases gives the brand a new way to connect with longtime readers. At the same time, it introduces FHM to younger audiences who may know it through social media rather than print.
New Cover Girls and Creator Features
FHM will introduce a new cover girl every month. Its selections will draw from artists, talent networks, and key opinion leaders.
The brand will also give audiences a say in who appears in its albums. Talents who receive enough votes can earn a place in the collection.
As a result, FHM plans to make its audience part of the selection process. This approach also reflects its Creators First direction, which puts talent and community participation at the heart of the brand.
The publication will continue exploring topics associated with its identity. These include style, culture, fitness, gadgets, nightlife, and entertainment.
However, these subjects will now extend beyond traditional magazine pages. FHM plans to explore them through digital content, events, and creator-led experiences.
FHM After Hours Brings Back Lifestyle Conversations
Another part of the relaunch is FHM After Hours, a lineup of podcast shows.
The series will carry conversations about the topics that have long shaped the brand. These include lifestyle, pop culture, fitness, and entertainment.
Podcasts also give FHM another way to connect with its audience. Through longer conversations, the brand can explore ideas and personalities beyond its event coverage and social media posts.
Together, the podcasts and live activations form part of FHM’s wider digital strategy. The goal is to create content that audiences can discover online while giving them opportunities to participate in real-life experiences.
An Invitation-Only Launch Is Coming Soon
FHM is preparing to introduce its new direction through a star-studded, invitation-only styling night. The brand has yet to announce the event’s date and full details.
Following the launch, FHM plans to stage major activations around Metro Manila. These events will support its on-ground presence while building its online audience.
The brand also plans to introduce exclusive FHM nights and special event access. In addition, it hopes to work with premium brands as its lifestyle platform grows.
For PlayTime Entertainment, the relaunch is an opportunity to bring a familiar name back into the country’s pop culture scene. The company sees FHM as a brand that can connect established fans with a new generation.
PlayTime Entertainment Leads FHM’s Next Chapter
Crisanto Roy Alcid, President of PlayTime Entertainment, said the company wants to retain FHM’s identity while changing how audiences experience it.
He described the new model as making the moment first and sharing it second. Alcid also said the company looks forward to introducing the brand to both longtime fans and younger audiences.
Under PlayTime Entertainment, FHM will keep its focus on lifestyle and entertainment. However, its digital-first model gives the brand more ways to bring people together.
The return also comes as other international lifestyle publications expand their presence in the Philippines. For example, GQ Philippines recently launched its local edition, bringing its own mix of fashion, culture, sports, and entertainment coverage to Filipino readers.
FHM’s approach differs by placing live experiences and audience participation at the center of its content strategy.
Where to Follow FHM Philippines
FHM has encouraged fans to follow its official social channels for relaunch updates, including announcements about its upcoming launch night and future events.
Follow FHM Philippines on Facebook for the latest announcements. You can also visit the official PlayTime Entertainment website to learn more about the company.
With its return, FHM is building a new identity around creators, digital content, and shared experiences. Its upcoming launch will offer the first look at how the brand plans to bring its familiar lifestyle coverage into a new digital era.
