For “Minamahal” actress and singer Ashtine Olviga, vegetables were once non-negotiable.
“Before po, nung bata ako, ang hilig ko lang kainin ay kanin at sabaw hanggang high school, ganun pa rin po ako,” Ashtine confessed during her launch event at Viva Café in Cubao last Tuesday. “Pero ngayon, nare-realize ko na tumatanda na ako, kailangan ko na kumain ng gulay. Ayoko pong magkasakit kaya nagsimula talaga akong masanay.”
The self-professed picky eater is now proudly endorsing something she once wouldn’t even touch: a rice bowl full of veggies, meat and egg.
“Ang pinaka-kaya ko pong kainin ay ‘yung gulay na walang lasa. Perfect po ‘yung salad nila sa Donburi sobrang simple pero ‘masharap’,” she said. “Favorite ko talaga yung Pork Tonkatsu. Hindi ako mahilig sa itlog pero nung tinikman ko ‘yung may egg, nagulat ako — nakain ko siya! Sobrang sarap.”
Ashtine’s transformation from selective eater to Donburi devotee made her the perfect face of a campaign built around comfort, flavor and relatable routines.
Japanese restaurant chain Botejyu has tapped Ashtine as the face of its nationwide Donburi campaign “Masharap” — a playful take on the familiar masarap and a celebration of flavorful quick breaks for busy Gen Zs.
In the newly released TV commercial, Ashtine is seen pausing between call times to indulge in her Donburi of choice, capturing the real-life rhythm of today’s young professionals and students.
“Japanese food is my comfort lane,” Ashtine shared. “On long days, a Donburi is that quick reset I look forward to. It’s warm, flavorful and it powers me up without slowing me down. That’s why ‘masharap’ felt so me.”
According to Vicente Raphael Del Rosario IV, president and COO of Viva Foods, “Ashtine brings a joyful genuine energy that mirrors how Filipinos actually enjoy Japanese rice bowls — casual, comforting and always delectable. ‘Masharap’ is our invitation to take five and treat yourself whether you’re on set, on campus or on the go.”
The campaign also aims to reach a younger market.
“Before, we mostly catered to families and older customers. Now we want to connect with Gen Z and Ashtine is perfect. She’s marketable, authentic and her fans really believe in her. Even before the official launch, we saw an instant jump in store visits and online engagement,” said Drei Francisco,
Botejyu general manager for NCR.
For director Paul Basinillo, who oversaw the TVC, success came quickly.
“The moment we posted the teaser, social media blew up. Engagement soared and customers rushed to try the Donburi. We knew we had something special.”
And for Ashtine, this moment is nothing short of a dream.
“Dati, dream ko lang po ‘to. Ngayon, endorser na ako ng isang brand na gusto ko talaga. Full circle moment siya para sa akin.”
Botejyu’s Donburi Rice Bowls feature a well-balanced mix of vegetables, meat and rice made for fast-paced lives but full of satisfying flavor. Top picks include the Tender Pork Tonkatsu, Diced Teriyaki Beef Garlic Steak, Hokkaido-Style Grilled BBQ Pork and Crispy Prawn Tempura.
