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It's Prime Time for David Licauco
Almost a decade since he made his showbiz debut, it's David Licauco's turn to take his sweet time as one the most bankable leading men of his generation.
by Em Enriquez
Published Oct 10, 2023
After hanging up his top hat from Maria Clara at Ibarra, the new-generation matinee idol strives to keep his momentum going, not just in show business, but in all aspects of his life.
Despite his perpetually busy schedule, David Licauco always makes time to workout. First, when he wakes up in the morning, which, depending on the day, is followed by taping for his teleseryes, a meeting for his businesses, a shoot for his endorsements, or a combination of all three. The day wraps up and he still squeezes in some exercise, either before or after dinner.
2023 has proven to be the busiest year yet for the 29-year-old, “both in business and in show business.” On top of being one of today’s sought-after actors, he’s also the man-in-charge of Kuya Korea, Sobra Cafe, and several other entrepreneurial ventures. “Parang before, I would say na kaya ko sila ma-juggle, ma-manage at the same time. Because hindi pa high stakes eh. But now, pareho silang high stakes,” he tells Preview.
Things took a turn when he was cast on GMA‘s Maria Clara at Ibarra as the pompous yet charming Fidel de los Reyes. No one could’ve foreseen the waves of obsession that would come his way as episodes rolled out, with masses of people going mad whenever they’d chance upon him online or in the flesh. Truly, a new-generation matinee idol was born.
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David Licauco for Preview October 2023
With everything going on, David prefers to tackle things little by little. “What I try to do is to take things—not day by day, not hour by hour—but minute by minute,” he shares, leaning into my voice recorder while I was interviewing him in the backseat of his car. Time is simply of the essence for the up-and-coming actor, who never really expected to be where he is now. By the looks of it, he’ll be at his prime for much, much longer.
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Once Upon a Time
Before he became the nation’s gentleman, David was a Business Administration major at the De La Salle-College of Saint Benilde. Coming from a business-savvy family, and with friends who shared a similar upbringing, he went for a course that, according to his judgment, was the easiest route to a diploma.
His first and enduring love has always been basketball, admitting he wasn’t the most avid student in the classroom. “From grade school to high school, [and even college], varsity player ako,” he shares. Though, he indefinitely got put on the bench when he suffered a serious injury off of the court. So what was a bachelor like him supposed to do with all that time on his hands?
“[Magpaganda] ng katawan,” he says, followed by a snicker.
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ON DAVID: Suit, P69,500; Blue Button-down, P13,500, both BOSS, Greenbelt 5 Makati. Belt, P39,500, BURBERRY, Greenbelt 4 Makati. Hector Bag, P190,698, THOM BROWNE, Univers, Greenbelt 3 Makati.
“Medyo mababaw pa wants ko in life [at that time],” he candidly says. He and his college buds would go on annual LaBoracay trips, which were the perfect opportunities for them to flaunt the physiques they spent time perfecting. It was a good thing that a modeling scout also thought of hitting up the beach at the time, since they were able to catch David’s potential.
Later on, he found himself participating in the Mr. Chinatown pageant in 2014, eventually earning the first runner-up sash. The commercial jobs and fashion show bookings quickly followed suit, with many swooning over his Adonis-like figure and boyish charm.
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Then 20-year-old David had a strong feeling that his dad was just waiting for him to take over the family business. Since he was still a bit hesitant to fully step into adulthood, he sought after all of the "extracurricular activities" he could at that time. One of them was appearing on screen as an actor.
With the newfound exposure he was reveling in, he was tapped to play a small role in the Vice Ganda-helmed comedy Praybeyt Benjamin. As a self-professed introvert, David recalls his first day on set as a “brand new world” for him.
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“I had no idea what to do. Hindi ko talaga alam. Being there, I saw all walks of life. Different personalities. Different upbringings. Iba-iba kung paano makipag-usap. Coming from a Christian high school na conservative, medyo tahimik ako. Medyo hindi ako outspoken. So, [naging] mahirap siya,” he recounts. Despite how daunting things initially were, David kept at it and said yes to more and more acting gigs.
“I was doing things that would make me busy or happy kasi, at that time, ayoko pa i-handle yung business ng dad ko,” he puts it. “Hindi ko talaga naisip na forever [tong acting]. Parang [dati], gusto ko lang sya i-try. Gusto ko lang makita yung self ko sa TV.”
“Hindi ko siya nakita in a long-term view. I didn't think it was possible for me to get to this level.”
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True enough, he ended up seeing himself on TV multiple times since then, inhabiting one supporting character to the next between different networks. In 2016, he officially signed with Sparkle GMA Artist Center and was christened as a legitimate artista. In hindsight, David never saw acting as his “thing,” with his interests shifting between athleticism and entrepreneurship. “I think hindi ko siya nakita in a long-term view,” he tells Preview, “I didn't think it was possible for me to get to this level.”
Eleventh Hour
Playing Fidel on Maria Clara at Ibarra was what undeniably launched David into this level of stardom. “That's where it all started. [That’s how] I became a household name, I would say,” the leading man states.
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ON DAVID: Turtleneck, P84,500; Shorts, P90,500; Jacket, P178,000, all PRADA, Greenbelt 4 Makati. Boots, P9,950, DUNE, Central Square Taguig. Hector Bag, P130,398, THOM BROWNE, Univers, Greenbelt 3 Makati.
Premiered about a year ago, the historical drama recounted the events of Jose Rizal’s Noli Me Tangere and El Filibusterismo through the perspective of Gen Z nursing student Klay, portrayed by Barbie Forteza. Unlike most of his castmates, David had no reference material for Fidel, since he was purely an addition by the screenwriters. As the series went on and more fans got struck by his bad-boy-circa-1800s charm, the story partially shifted focus to his and Barbie’s chemistry.
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Becoming the object of the Filipino people’s affection was definitely not in the actor’s plans. Since he became a Kapuso, he would accept roles and view them as opportunities to take home paychecks. In fact, he shared that one of the main reasons why he took on the role of Fidel was to earn back the money he invested in his food businesses.
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If you were one of the first patrons of Kuya Korea, back when it was still a humble page operating off of Instagram, there’s a good chance that you were served by David himself. “I started online sa condo lang. So ako yung gumagawa ng social media stuff, ng mga creative [aspects], like yung ideation ng food. Even yung mga deliveries [through] Grab, ako nagbo-book,” he narrates.
David is still as hands-on now that Kuya Korea has a physical outpost in Quezon City, frequenting the spot and overseeing things himself from time to time. Many, if not all, of the brand's advertisements prominently feature him, too, leading many to think that he's the namesake kuya. On TikTok, you'll find videos of his supporters making the pilgrimage to the restaurant just for a chance encounter with him.
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David’s always had a mind for business, so much so, that there was a point that he wanted to solely focus on it. Stepping into showbiz, he committed to trying things out until he was 28. As fate would have it, however, his breakthrough moment as Fidel arrived when he was that exact age. New projects and opportunities came flooding in as more and more people wanted a piece of David Licauco. It was a turn at the last minute.
Now, having just entered the final leg of his 20s last June, the actor imposes only one basis for his career’s longevity: “As long as people still like me.”
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ON DAVID: White Shirt, P2,850; Jeans, P10,650, both CALVIN KLEIN, Greenbelt 5 Makati. Leather Jacket, P16,990, MASSIMO DUTTI, Greenbelt 5 Makati. Boots, P9,950, DUNE, Central Square Taguig.
“With every opportunity I get, I try to make the most out of it,” he explains. “And I would say na okay naman ako ngayon. I'm not bad at acting. Yung personality ko medyo tahimik pa rin. Pero I feel like people like it naman siguro. [Perhaps because] para akong breath of fresh air? 'Yung hindi typical na artista.”
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On the contrary, David, at least, looks like a proverbial leading man. During the last layout of our cover shoot, we dressed him in the heartthrob uniform: a white tee, jeans, and a leather jacket. He barely had to pose as the warmth of the 4:30 p.m. sun illuminated him against the brick walls of a Sta. Mesa building. He was plucked straight out of a ‘90s action-romance movie, ready to stop the bad guys and sweep audiences off of their feet.
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And that scenario itself was pretty telling of the direction he’s headed towards. Presently, he’s starring in the TV series remake of Maging Sino Ka Man, a career-defining film for its lead stars Robin Padilla and Sharon Cuneta. David does his best to remain unfazed by the pressure of inheriting such a memorable title. If anything, he yearns to keep his momentum as Fidel rolling for as long as it can.
“I really wanna be successful in everything that I do. I still wanna be good,” he expresses. “I still want to get all the awards. [I want] to show that, if possible, I can [achieve those things], you know?”
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Clockwork
In another timeline, David would have been spending his days as a professional basketball player. “If I was a basketball player, I'd have more time to myself,” he ponders. “Or maybe not. I really don't know. I'm not in the position [to say].”
After almost a decade in the industry, what David can speak of is how showbiz works in some cases. “Hindi sya like basketball na if you put in the hard work, or like, if you're tall, you can be successful,” he illustrates, harking back to his first love. “In showbiz kasi, even if you're super gwapo, or super ganda, it still depends on the people watching you—if they like you. Then, the network naman yung kukuha sa'yo if they see na, ‘Uy, gusto siya ng mga tao.’”
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ON DAVID: Suit, P48,500; White Button-down, P13,500, both BOSS, Greenbelt 5 Makati. Kensington Coat, P230,000, BURBERRY, Greenbelt 4 Makati. Belt, P48,500; Tie, P29,500; Bag, P219,000, all PRADA, Solaire Resort & Casino. Shoes, P7,750, DUNE, Central Square Taguig.
Being in the business of having people like you certainly has its rewards when you’re in the winners’ corner, but its downsides can also be just as drastic. With new faces entering the scene every year, there’s always a challenge to stay on top. In David’s own words, “The competition is stiff.”
But David is on top of his game right now. There are many factors involved in identifying the quintessential leading man, and while many tick off all of the boxes, what sets the 29-year-old apart is anything but the razzle-dazzle. “What they see is what they get” when it comes to him.
Being an entrepreneur, he knows how to assess his audience, and how to offer them what they need. The constant state of busyness he’s in now is proof that he knows what he's doing, and he knows how to do it well.
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“I think happiness comes from finding happiness in everything you do. It comes from contentment and gratitude.”
“I'm aware that these opportunities do not come very often. So kailangan ko silang ma-maximize. And [kailangan kong] galingan to the best of my abilities na maging successful dito,” he states. “Showbiz is not easy. It’s a taxing job and a tedious environment. It's art. It's work, and I need to learn every day.”
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But of course, there’s tons of heart behind his success in this fickle industry. One of the most important things David has learned is to never base his joy on what’s directly in front of him.
He shares, “Yung happiness kasi, it comes in waves. Hindi naman siya, just because you're doing this, you're happy na. I think happiness comes from finding happiness in everything you do. It comes from contentment and gratitude.”
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And the waves of people that can’t help but fawn over him aren’t just clients that need to be pleased. The joy is not transactional. “It’s a constant battle of [finding] the positivity in everything I do," he shares, "[at] marami naman akong napapasayang tao sa showbiz." That in itself is all the motivation he needs to keep going.
To quote his ultimate idol in life, Kobe Bryant, the job's not finished for David. The guy’s been hard at work for years, and now that the spotlight is all on him, he’s not going to waste a second of it. All we have to do is wait and see what else he has on his sleeve.
The clock may be ticking, but David Licauco’s way ahead of it.
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Produced and Styled by The Preview Team
Photographer: Renzo Navarro, assisted by Dom Pamatmat
Creative Director: Bacs Arcebal
Editor-in-Chief: Marj Ramos-Clemente
Production: Reg Rodriguez, Isha Fojas, Katrina Maisie Cabral
Fashion: Marj Ramos-Clemente, Reg Rodriguez, Leika Golez
Grooming and Hair: Nathan Ferolino
Story: Em Enriquez
Videos: Jana Jodloman
Social Media: Jamie Lou Briones
Shoot Location: SCC Building
Special thanks to Sparkle GMA Artist Center, Celine Mallari of Univers, and Rocky Legaspi and Migo Alomajan
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