Heartthrob Piolo Pascual has opened a bakery in Quezon City, venturing into the bread industry.

Recently, Pascual became a franchisee of Panadero Bakeshop, which designated the “Meet, Greet & Bye” star as its official brand ambassador and dubbed him “Pambansang Panadero.”

The branch of the 48-year-old actor may be located at Interpid Plaza Eastwood.

Panadero Bakeshop stated that it was open for national franchising at the Eastwood branch’s opening.

“Panadero Eastwood represents what we stand for — a cozy, friendly, community bakery where good bread and good coffee are always within reach,” the business stated in a statement.

“And with Piolo as our Pambansang Panadero, we’re excited to bring this experience to more Filipino families nationwide,” it continued.

With more than 120 branches across nationwide, Panadero offers a variety of cakes and pastries in addition to its well-known Bibingka, Spanish bread, and Choco Lanay.

According to the actor, the bakeshop’s menu highlights freshly baked bread made daily, premium ensaymada, croissants, cookies, and a selection of desserts using locally sourced ingredients. Pascual emphasized that supporting Filipino farmers and small suppliers is part of the shop’s mission.

The bakeshop also plans to introduce seasonal items and limited-edition pastries inspired by Piolo’s travels and personal favorites.

Among the celebrities spotted at the launch were longtime friends Iza Calzado, Jericho Rosales, and Jodi Sta. Maria, who praised Pascual’s dedication to building businesses outside showbiz.

Fans also lined up early in the morning, with some traveling from nearby cities just to attend the opening.

Apart from acting, Piolo has invested in various businesses over the years—including restaurants, cafés, and wellness ventures—showing a consistent interest in entrepreneurship. His newest project in Quezon City is expected to expand into a franchise model if the pilot location performs well.

Pascual shared that the bakeshop will soon open for online orders and deliveries to cater to more customers. He also teased the possibility of opening branches in other parts of Metro Manila.

“We want this to grow,” he said. “But for now, I’m focused on making sure every product reflects quality and care.”