Model-Actor Daniel Matsunaga joined premiere action channel KIX last week at Megamall for the official launch of R U Tough Enough (RUTE), the nationwide search for the toughest Pinoy.

The R U Tough Enough (RUTE) Challenge first started in Malaysia last year. The competition was so successful that KIX launched a second challenge in 2015 that was bigger, bolder and tougher. With the success of the competition in Malaysia, KIX decided to launch it in the Philippines this year.

“KIX is an action channel that epitomizes toughness and the spirit of a champion. Our MMA (mixed martial arts) fight events, action movies, and action series all showcase people and characters who have persevered through tremendous hardships and obstacles. We want to bring this spirit of endurance and perseverance to life by launching a nationwide search for the toughest Pinoy. We hope to find a person who is just as tough, if not tougher, than the action heroes and heroines that populate our channel,” said Andy Chang, Senior Vice President, Marketing of Celestial Tiger Entertainment in Hong Kong.

Daniel Matsunaga is the R U Tough Enough (RUTE) Philippine Ambassador! Together with Moises Torcator, a strongman from Manila, Daniel pulled a truck loaded with 18 KIX girls for a distance of 18 meters during the launch to demonstrate their toughness and ask Filipinos nationwide “Are you tough enough?”


Following the launch, KIX will deploy “Tough Troopers” around Metro Manila in search for tough men and women to compete in this challenge. The competition, however, is open to all Philippines residents aged 18 years old and above.  To join the contest, entrants must first apply online at www.kix-tv.com/tough. Shortlisted participants will be invited for a closed-door audition on August 16. The audition will determine 10 finalists who will compete in a final showdown at SM Megamall on September 5, 2015.


The final showdown is an obstacle course with challenges that will test each contestant both physically and mentally. Out of the 10 finalists, only one man or woman will walk away with the title of “The Toughest Pinoy” and the grand prize of PHP 250,000.

This coming Saturday (July 25), RUTE Ambassador Daniel Matsunaga will be going to SM North EDSA for an hour-long Meet and Greet event at the 3rd floor of the City Center at 2:00pm, 4:00pm and 6:00pm.  Prior to the scheduled Meet and Greet activity, mall goers will have a chance to try out the RUTE challenges from 10:00am to 1:00pm and have a chance to be considered for the closed-door audition happening on August 16.

Daniel Matsunaga 2

RUTE is co-sponsored by Fisherman’s Friend, supporting partners SM Megamall, SM North EDSA, Gold’s Gym, FHM, Mellow 94.7, Men’s Health, Beer Below Zero, Columbia Sportswear, Mountain Hardwear, National Book Store and Pacific Xtreme Combat and Pilipinas 911; official media partners are Skycable, Cablelink, Destiny and Cignal.

KIX is available on Skycable Ch.63, Cablelink Ch.220, Destiny Cable Ch.10 and Cignal Ch. 122

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