King Cup Sardines Ambassador Coco Martin Reigns at the Gabi ng mga Hari

Theres no denying the fact that Coco Martin has bagged the title, Hari ng Primetime with his long-running show, Probinsyano. The show has been airing in ABS-CBN for the past three years which is not an easy feat especially with the new and bolder shows taking the spotlight.

But Martin has proven that the Filipino taste has not really changed much over the years especially when it comes to entertainment. His show which is a mix of action, suspense, drama and comedy has that distinct Filipino flavor stamped all over it.


So it came as no surprise when he became the face of a local brand of sardines  King
Cup -- Hari ang Sarap, Hari ang Sardinas.

Just as many Filipinos are making sure they come home from work early just so they can tune in to this popular show, this new brand of sardines will surely make you want to come home because of its delicious taste and distinct flavor  mapapauwi ka talaga sa sarap!

“Isang malaking kasiyahan sa akin na maging King Cup Sardines brand ambassador dahil naniniwala ako sa kalidad ng produktong ito.  Naalala ko, bata pa lang ako, excited talaga ako umuwi sa lola ko at ang paborito kong ginisang sardinas na hinahanda nya. Simple lang pero mapapauwi ka talaga sa lasa at sarap! Coco excitedly shared.


King Cup is just one of the many brands under Permex Producer and Exporter Corporation which has been around for more than 30 years. Hailing from the biggest sardine-making city in the country, Permex operates in Zamboanga which is considered one of the biggest and efficient tuna and sardine processing plants in the country. In fact, they employ about 1,500 workers and with rated capacity to process 70 metric tons of tuna and 150 metric tons of sardines per day.

King Cup Sardines newest ambassador Mr. Coco Martin with Permex Executives--President Jimmy Yap, Vice-President of Sales and Marketing Engr. Jaydrick Yap and Chief Finance Officer of Eugene Yap

This family corporation is headed by its President Jimmy Yap who was born and raised in Davao. The second generation currently takes an active role in running the family business with Engineer Jaydrick Yap as the Vice President of Sales and Marketing, and Eugene Yap as the Chief Finance Officer.

If we were to scour our kitchen, you will surely find a can or two of these sardines sitting comfortably in our pantry.

 Considered a Filipino food staple, sardines can be found in almost every kitchen in the country because it not only boasts of its affordability, but it also prides itself in its taste and nutritional value.

Did you know that a single can of sardines is packed with high protein and is low in carbs? It is also a good source of calcium, iron and omega 3 fatty acids. That is why the American Heart Association recommends adding fatty fish to your diet at least twice a week to help lower cholesterol levels and improve your hearts health.

Specifically created for mass market consumption, King Cup Sardines are made from fresh tamban fish cooked in tomato sauce with just the right amount of spices. Deliciously flavorful, King Cup Sardines has a firm, meaty texture rarely found in regular sardines.

Since Filipinos enjoy their sardines sautéed, this new brand is definitely suited for moms. Lolas or Titas special recipe of ginisang sardinas!  Or in my case, my favorite Pasta Aglio Olio with Sauteed King Cup Sardines! 😋 Will share the recipe in my next post.


That is why it is clear as day that sardines are here to stay and with the new brand of royalty in town, King Cup is sure to reign in the hearts or in this case, the kitchen of many.

King Cup has two variants: King Cup Sardines in tomato sauce and King Cup Sardines in tomato sauce with chili added are available at all leading supermarkets and groceries nationwide.

For more information, visit www.permex.com.ph and follow on Facebook https://www.facebook.com/KingCupA1Sardines/.