 He joins Hong Kong's Miriam Yeung and South Korea's Lee Byung-hun – all box office stars in their own countries – as this year's recipients of the award.He starred in and produced "Honor Thy Father", which is set to make its New York debut at the festival.Cruz continues to be an endorser of such properties as Bear Brand Adult Milk, PS Bank, Banana Peel, Lucky Pancit Beef Pares, NamNam Lucky Me, Tropicana Fruit Burst, 555, Sun Cellular, Magic Flakes, Biogesic, Biogesic for Kids, Adidas, Greenwich, 555 Corned Tuna, Swatch, Direct TV, Purefoods, Smart, Choco Lava, Urban bags, Knorr cubes, Lucky Me, Cherry Mobile, Joel Cruz Signatures perfume products John Lloyd Cruz "Like Him" and "Likes Her" and Aficionado Inspired EDT, LaBreza Tower, Skinwhite, Belo, Faces and Curves, Charms and Crystals, and GAOC.