Why does a former commercial model and actress warrant scholarly attention at UPD’s College of Mass Communication? This article explores the intersection of Ina Raymundo’s career, the evolution of Filipino popular media, and how UPD academics and students utilize her work as a case study for aging, branding, and digital transformation. To understand why Ina Raymundo is relevant to UPD’s curriculum, one must first look at her unique positioning in the entertainment landscape. She rose to fame in the mid-1990s as part of the "Softdrink Girls"—a generation of brand ambassadors who became celebrities purely through television commercials.

But there is a growing academic and critical interest in her career trajectory. At the —the country’s premier state university known for its rigorous examination of culture and society—Ina Raymundo is increasingly becoming a reference point in discussions regarding entertainment content and popular media .

In the fast-paced, often-forgetful world of Philippine show business, few names have maintained a consistent glow for over two decades. Ina Raymundo is one of those rare figures. While her contemporaries have faded from the limelight, Raymundo has successfully pivoted from a ’90s matinee idol to a modern-day wellness icon and social media influencer.

In lectures on Media 101 or Philippine Popular Culture , students analyze how Raymundo managed her second act . In an industry that notoriously discards female stars once they reach a certain age (usually 35), Raymundo continued to thrive. One of the most discussed topics in UPD’s Mass Communication corridors is the rise of the Momshie (mother-friend) influencer. Raymundo is a prime example. She transformed her family life—her marriage to Brian Poturnak and her four children—into compelling popular media content.