The Mr. Freeze Family Celebrates a Legacy Milestone at National Book Store SM North

What started in a rented apartment with a borrowed truck has grown into a nationwide network of strategically located manufacturing facilities. Over the past two decades, Mr. Freeze has established itself as a trusted name in both households and businesses, providing more than just ice. Its journey is built on perseverance, hard work, and a strong commitment to making a difference in communities, led by its founder and CEO, Mr. Gerald “Gerry” Santos, widely known as the “Ice King.”

This inspiring story takes the spotlight in the October 2026 issue of Top News Asia, featuring Mr. Gerry Santos alongside the next generation of leaders on its cover.

Mr. Freeze’s journey is a reminder that great things can come from the simplest beginnings. What started as a small operation has grown into a nationwide business through years of hard work, determination, and strong leadership. Beyond its success, what makes the story meaningful is its continued commitment to communities and the legacy being carried forward by the next generation.

To celebrate the feature, Top News Asia hosted an exclusive magazine signing event this afternoon at the National Book Store SM North EDSA branch, drawing crowds, fans, and business enthusiasts eager to meet the family behind the legacy.

More Than a Product: A Foundation of People and Perseverance

While ice is the tangible product that cools homes and businesses across the country, Mr. Freeze has always been built on something much warmer: perseverance, relationships, and deep-seated partnerships.

After years of personally driving the day-to-day operations and steering the company to its current stature, Mr. Gerry Santos is now gradually transitioning the reins of responsibility to his children, ensuring a seamless stewardship of the family empire. During his parting words at the event earlier, Mr. Santos made it a point to express his heartfelt gratitude to his partners, friends, family, and employees, emphasizing:

“Mr. Freeze grew with the business partners and we are still growing with them.”

Building on that foundation, Philip Santos, President of Mr. Freeze, noted that stepping into leadership is not merely about inheriting a thriving enterprise—it is about honoring something he watched being built from the ground up. Addressing the evolution of the company, Philip shared:

“Today, we’ve grown into a much larger organization, with more plants, more employees, and a more structured and professional approach. We are continuously improving how we operate, embracing new technologies, and developing our people to support the growth.”

Measuring Success by the Lives Touched

Echoing her father’s and brother’s sentiments, Janina Santos-Ortico, Chief Financial Officer and Head of Administration, emphasized that the company’s true achievements cannot be quantified solely by sales figures, market reach, or the number of manufacturing plants. Instead, true success is measured by people.

Reflecting on the milestone, Janina noted:

“This year, we have just reached our 21st year in the business. For me, every year is considered a milestone because every year we employ more people, allowing us to support more families.”

Looking Ahead

The magazine signing event at National Book Store was more than just a celebration of the Santos family’s feature on the commemorative cover of Top News Asia. It also highlighted the strength and potential of Filipino entrepreneurship. As Mr. Freeze enters its third decade, the leadership transition from its founder to the next generation reflects how a legacy built on perseverance, family values, and a genuine commitment to people can continue to thrive through the years.

The October 2026 issue of Top News Asia, is the first 3-cover issue of the magazine. Three covers, three generations, three stories, one vision. One of them is that of the Ice King — the legacy built on Ice!