From Black Belts to International Brand Ambassadors: Philippines Introduces Shey Mael and Chrisz D’Guzman

MANILA, Philippines - September 9, 2026 — Two young Filipino karate black belts are stepping beyond the competition floor and into the international spotlight as JKA Philippines Brand Ambassadors and the newest signature models of lifestyle personality Noubikko.

Shemael Morata Murillo, who will be introduced publicly under the screen name Shey Mael; and Chrisz De Guzman, professionally known as Chrisz D’Guzman have been selected to represent a new generation of Filipino athletes whose discipline, character and presence extend far beyond the dojo.

The two were discovered during the 3rd JKA Philippines International Gasshuku and Karate-Do Championship in Davao, where their athletic ability, confidence and individual personalities attracted attention.

They are karate black belts preparing for the opportunity to represent the Philippines at the 2027 JKA World Cup competition in Japan. Their development will now include not only elite karate training, but communication, media relations and professional image development.

According to Noubikko, the two young men possess the essential qualities needed to become credible international ambassadors: discipline, authenticity, humility and the determination to improve.

“I did not choose them simply because they photograph well,” Noubikko said. “I saw disciplined young men whose lives had already been shaped by karate. The physical presence can be developed, the styling can be refined and acting can be taught—but discipline and character must already come from within.”

Two Black Belts, Two New Public Identities

The launch introduces three distinct personalities under professionally developed screen names:

• Shemael Morata Murillo — Shey Mael
• Chris De Guzman — Chrisz D’Guzman

Together, they will serve as public faces of JKA Philippines while appearing in selected Noubikko advertising and promotional campaigns distributed through the Associated News Agency (ANA) Network.

Their introduction represents a deliberate crossover between martial arts, fashion, lifestyle advertising and entertainment. Rather than presenting them merely as conventional models, Noubikko intends to build their public identities around the discipline and values they have acquired as karateka.

“They are athletes first, and that is what makes them compelling,” Noubikko explained. “They understand preparation, repetition, correction and sacrifice. Those same qualities are required to represent a Brand, advertising, acting and every serious creative profession.”

Shey Mael: Faith, Discipline and a Dream That Began at Six

Among them is 18-year-old Shemael Morata Murillo, now professionally introduced as Shey Mael.

Born and raised in Antipolo City, Rizal, Shey began practicing karate at the age of six. What started as a desire to learn self-defense gradually became the defining discipline of his young life.

Today, he is an Accountancy student, a second-dan black belt, an international competitor and a member of JKA Marikina under JKA Philippines. His competitive journey has brought him medals in national and international tournaments, including an international gold medal, as well as the experience of competing at the World Cup in Japan.

Yet behind his achievements is a quieter and deeply personal side. Shey serves as the head altar server in his church and considers faith, family and service essential parts of his identity.

“Karate is not simply about fighting,” Shey said. “It is about building character, mastering yourself and finding the courage to do what is right.”

His journey has included injuries, difficult training and the disappointment of missing selection in kata for a previous tournament in Japan. Rather than allowing rejection to end his dream, he treated it as a reason to train harder and return with greater focus.

“I allow myself to feel disappointed, but I do not allow disappointment to decide my future,” he said. “I study what went wrong, accept what I need to improve and return to training with a clearer purpose.”

As a JKA Philippines Brand Ambassador, Shey hopes to encourage children and young athletes to understand that confidence is not something they must possess before beginning karate—it is something they can build through commitment.

His personal motto captures the character behind his emerging image:

“Train the body, humble the heart, and serve God and others.”

A One-Year Star and Signature Development Program

The ambassadors will undergo an intensive, year-long development and promotional program designed to transform athletic promise into sustainable public careers.

The program will include:

• Professional styling and image development
• Fashion and commercial modeling
• Acting and on-camera performance training
• Speech, interview and communication coaching
• Personal-brand development
• Social-media responsibility and public conduct
• Advertising and editorial appearances
• Karate demonstrations and community engagements
• International promotional exposure through the ANA Network

Noubikko described the initiative as a complete star-and-signature development program—not an overnight makeover, but a carefully managed transformation intended to reveal the most compelling and authentic qualities of each ambassador.

“A star should never look manufactured,” Noubikko said. “The public must still recognize the real person—the athlete, the son, the student and the dreamer. Our responsibility is to refine what is already there and prepare them for a much larger stage.”

The two models are expected to appear in upcoming advertisements across publications within the Associated News Agency Network. Their campaigns will combine Karate imagery with the ideals associated with JKA karate: respect, self-control, perseverance, humility and excellence.

Acting as an Integral Part of Ambassador Training

Acting will be an essential component of the program, according to Noubikko.

The training is intended to help Shey Mael and Chrisz D’Guzman  communicate naturally before cameras, interpret advertising concepts, participate effectively in interviews and eventually qualify for opportunities in film, television, digital media and branded entertainment.

“Acting is not about pretending to be someone else,” Noubikko said. “At its best, acting teaches a person how to understand emotion, communicate truthfully and connect with an audience. For a modern brand ambassador, that ability is indispensable.”

The two will be trained to move comfortably between the dojo, photography studio, advertising set and public stage while preserving the dignity and discipline expected of JKA Philippines representatives.

Where Karate Meets Character

Karate has already taught the ambassadors how to accept correction, perform under pressure, control their emotions and continue working when applause is absent. These qualities will serve as the foundation of their transition into modeling and entertainment.

“The strongest image is one supported by a genuine story,” Noubikko said. “These young men are not entering the public eye without substance. They have trained, competed, lost, recovered and returned. That history gives depth to every photograph.”

Their transformation will therefore retain karate at the center of their identities. Their future campaigns are expected to present physical strength with refinement, confidence with humility and modern Filipino style with the traditional discipline of Japanese karate.

Carrying JKA Philippines onto a Wider Stage

Their duties may include public appearances, youth activities, school visits, karate demonstrations, media interviews, advertising campaigns, charitable engagements and programs promoting discipline and responsible behavior.

The two ambassadors are also expected to inspire young Filipinos who may see karate only as a form of combat. Through their campaigns and public appearances, they will present it as a way of life that builds confidence, courtesy, resilience, and strong moral character.

Preparing for Japan in 2027

Even as their modeling and acting development begins, competitive karate remains central to the ambassadors’ plans.

Their progress—from intensive training and personal development to public appearances and international competition—is expected to be documented through editorial stories, advertising features and digital content across the ANA Network.

This long-form approach is intended to allow the public to grow with the three ambassadors rather than encounter them only after their transformation is complete.

The Beginning of  International Journeys

The launch of Shey Mael and Chrisz D’Guzman marks the beginning of an ambitious collaboration joining RPConnect and the Associated News Agency Network.

It is a story of two black belts discovered in Davao—not merely for how they looked before a camera, but for the discipline, dignity and potential they demonstrated as athletes.

Over the coming year, the two will be developed as individual personalities with distinctive images, stories and professional strengths. Together, however, they will carry one unifying message: genuine strength is not measured by appearance or victory alone, but by character, humility and the ability to inspire others.

“The makeover will be visible, but the most important transformation will happen within,” Noubikko concluded. “We are not simply preparing the models for advertisements. We are developing young Filipino ambassadors who can walk into an international arena, a statement campaign or a film set—and carry themselves with the same discipline and honor.”

For Shey Mael, and Chrisz D’Guzman, the tournament in Davao was not the end of a competition.

It was the beginning of their introduction to the world.

About the Brand Ambassadors

Shey Mael is the professional screen name of Shemael Morata Murillo, an 18-year-old Accountancy student, second-dan black belt and international karate competitor from Antipolo City, Rizal. He began karate at six and has competed in national and international events, including the World Cup in Japan. Outside the dojo, he serves as the head of his church’s altar servers and helps guide younger karate students.

Chrisz D’Guzman is the professional screen name of Chrisz De Guzman, a karate black belt, JKA Philippines Brand Ambassador, and Noubikko signature model preparing for broader opportunities in international competition, advertising, and entertainment.