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Mario Bautista, has been with the entertainment industry for more than 4 decades. He writes regular columns for People's Journal and Malaya.

Feb 2, 2023




SAM YG is officially launched by Anima Studios and A+E Networks Asia as the host of “Nego King”, the ultimate “budol” show adapted from hit Korean web variety show that offers the best deals and loads of laughter. 

This will premiere on ANIMA Studios’ Youtube channel and LazLive on Lazada app starting February 8, Wednesday, 8 PM.  

“I’m super honored for me to be chosen as the host of ‘Nego King’,” says Sam. “It’s a very popular show in Korea and the concept is really interesting. 

"But as the host, it’s a big challenge for me to do it. We have taped several episodes and it’s not easy to talk to random strangers, lalo na ang mga Pilipino, mahiyain, so kapag tumakbo, hinahabol ko sila.”

Kroma Entertainment’s Anima Studios partnered with leading global entertainment company A+E Networks Asia to bring this one-of-a-kind show that will delight every Filipino who loves a good bargain.

"Fueled by our desire to expand our content portfolio, we now bring to our audience a fresh and original unscripted show that is excellently delivered by our talents and creatives at Anima. 

"And on top of our objective to wildly entertain our viewers each and every episode, we also want to reward them royally with unprecedented deals courtesy of our episode partners,” says Bianca Balbuena, Head of Anima.

In turn, Saugato Banerjee, Managing Director, A+E Networks Asia says: “As a global IP Media Group, we’re constantly creating new formats that transcend cultures and languages. 

"We’re thrilled to have found a like minded partner in Kroma, to bring Nego King to the Philippines. Nego King is a digital show made by A+E Korea that has secured millions of fans and popularity with brands as the ideal advertising vehicle. 

"We hope our Filipino viewers enjoy the show and the great deals our Nego King gets just for them.”

In his job as the Nego King, Sam YG will be negotiating with company executives to lower product prices and come up with irresistible offers for the Filipino audience.

You’ll see him roaming the streets of Metro Manila to interact with potential customers to ask them how they feel about a certain product and what would make them purchase it. 

Sam, the Nego King, uses these customer sentiments to negotiate the best possible deals with CEOs and business owners, getting huge discounts or amazing freebies that viewers themselves can avail of. 

So why did Kroma-Anima execs choose Sam YG to be the show’s host?

“We were very careful in choosing our host,” says Ardo Miravalles, head of Anima Distribution. “The show is not scripted so we need someone who’s smart and quick-witted.

"With Sam’s wide background as a TV-radio host and DJ, he is experienced in talking to all kinds of people like students, working people, even tambays, and he’s good in establishing rapport with them. 

"He makes the show really entertaining.”  

We know Sam just got married to non-showbiz partner Essa Santos in March last year. So how is married life so far? 

“It’s an ongoing nego-tiation,” he quips. “My wife is a very private person from Cagayan de Oro and she’s with the corporate world. 

"We did a lot of adjustment but so far, it’s been great. I am enjoying it and I look forward to going home to her from work every night. 

"Nego King takes me out of town to interview people in the provinces and she’s very supportive. I might be Nego King but she’s definitely the queen of our home. I’m looking forward to a lasting marriage with her.”

Since the original South Korean Nego King premiered two years ago on YouTube, it has aired 60 episodes across four seasons and continues to attract millions of global viewers. 

Considered as one of the most successful YouTube shows in Korea, the show is a hit to both brands and consumers.

Lazada, the top online shopping platform in the Philippines, is the official partner of Nego King Philippines. 

Nego King will be uploaded weekly starting February 8, Wednesday, 8PM on ANIMA Studios' YouTube Channel and LazLive on the Lazada app. You can view the Nego King Philippines’ official trailer on Lazada and youtube.