Atasha Muhlach Business and Family Business
Who is Atasha Muhlach
Atasha Muhlach is a Filipino actress, television host, singer, and model best known as one of the newest co-hosts of the long-running noontime show Eat Bulaga!. She is the daughter of entertainment icons Aga Muhlach and Charlene Gonzalez and is a member of the influential Muhlach family in Philippine showbiz.
Unlike traditional entrepreneurs who run standalone corporations, Atasha’s business model is personal-brand–driven, centered on entertainment contracts, music releases, and high-value brand endorsements. She approaches her career with a professional business mindset, having graduated with business honors from Nottingham Trent University in the United Kingdom.
What is Atasha Muhlach Business
| Business Name | Industry | Details |
|---|---|---|
| Atasha Muhlach (Hosting, Acting & Modeling Career) | Entertainment | Her primary business. She earns through television hosting (Eat Bulaga!), acting projects (including lead roles such as Bad Genius PH), and professional modeling work. |
| Music & Recording (Vicor Music / Viva Records) | Music & Entertainment | Signed recording artist under Vicor Music. She has released singles such as “Pasuyo” and “Handa Na Ako,” expanding her brand into the OPM industry. |
| Digital Media & Public Appearances | Media & Advertising | Generates income from media guestings, digital campaigns, and branded appearances tied to her growing public profile. |
| Brand Endorsements & Influencer Marketing | Digital Advertising | Maintains a strong endorsement portfolio with major brands such as Bench, Jollibee, Cetaphil, OPPO Philippines, IAM Worldwide, and Vision Express. |
What is Atasha Muhlach Family Business
| Business / Activity | Managed By | Details |
|---|---|---|
| Jollibee Franchise | Aga Muhlach | Her father is a long-time Jollibee franchisee, having opened a branch in Alabang Town Center in 1999—one of the early celebrity-backed franchises in the Philippines. |
| Muhlach Family Media Projects | Muhlach Family | The family has a multi-project partnership with MediaQuest, TV5, Cignal, and Viva Entertainment, including the family sitcom Da Pers Family. |
| Family Brand Endorsements | Muhlach Family | The Muhlach family frequently acts as a collective brand unit for national advertising campaigns, most notably with Jollibee. |
| Culinary Ventures (Luigi Muhlach) | Extended Family | Restaurants such as Lumu (Greenbelt & Newport Mall) and Amacena (Tagaytay) are operated by her half-brother, Chef Luigi Muhlach, with strong family support. |
| Real Estate Holdings | Muhlach Family | The family owns multiple properties, including a well-known vacation home in Mataasnakahoy, Batangas, often featured in lifestyle content and family vlogs. |
Beyond their core ventures, Atasha Muhlach Business and Family Business portfolio may include smaller enterprises or investments – reflecting their extensive entrepreneurial legacy.
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