Century Properties Group’s first-home brand (PHirst) officially launched PHirst Park Homes Gen San on February 21, 2026 – marking its maiden entry into Mindanao. This milestone strengthens PHirst’s position as a nationwide developer and reinforces its long-term growth strategy beyond Luzon. 

Lemuel Bernal, PPHI Sales General Manager for Global Sales; Johnelie Adanza, PPHI Sales General Manager for Global Sales; Ricky Ms. Celis, PPHI President; Shandee Llido-Pestaño, General Santos City Administrator; Hon. Lorelie Pacquiao, Mayor of General Santos City; Jose Marco Antonio, CPGI Ceo and Managing Director; Arnel Eusebio, PPHI Vice President for Project Management Division; Roy Bayani Lachica, PPHI Senior Vice President for Technical Operations Division; Mace Malhabour, Assistant Vice President for Client Relations Department; Rodnie Semilla, Assistant Vice President for Operations; Robert Gil, Assistant Vice President for Global Sales; Gretchen Ramos, Assistant Vice President for Sales Operations; Hon. John Lloyd Diamante, Brgy. Baluan SK Chairman; and Joy Wong, Sales General Manager for VisMin

Held under the theme “The Champ Life”, the grand unveiling celebrated PHirst’s vision of empowering individuals and families to live in a community designed for champions—perfectly fitting for General Santos City, a place proud to be called the “Home of the Champions”. With its reputation of excellence and resilience, the city embodies the spirit of champions, making it the ideal location for a community that fosters growth and success. The event gathered key executives from Century Properties Group and PHirst Park Homes, valued partners, and future homeowners eager to explore the newest addition to the PHirst portfolio. 

“We are proud to reinforce the champ life in General Santos City through PHirst Park Homes Gen San. This development is a testament to our commitment to enriching the lives of more Filipinos with quality homes and community.” PPHI President, Ricky M. Celis said. “Our vision extends beyond homeownership; it is about fostering a sustainable, thriving community where every family can prosper and contribute to a champion-driven community.”

Grand Unveiling of the Amani house model

Investing to Drive Champion Growth in Gen San

Valued at P5.3 billion, PHirst Park Homes Gen San will deliver more than 2,400 homes tailored to various lifestyle needs through its diverse range of house models. The budgeted capital expenditure of P3B for the project reflects PHirst’s strong confidence in General Santos City’s continued growth and its commitment to addressing the housing demand in the region. 

Spanning 23.7 hectares in Baluan, General Santos City, PHirst Park Homes Gen San’s strategic location near commercial hubs and major transportation routes offers residents both everyday convenience and long-term value appreciation. 

PHirst brand Ambassador, Robi Domingo, at the project signage of PHirst Park Homes Gen San

A First Look at Champion Living 

A highlight of the event was the unveiling of the show village and model homes, giving guests an exclusive preview of life at PHirst Park Homes Gen San. The project will showcase two of PHirst’s well-loved house models. Amani is a thoughtfully designed townhouse offering a 36 sqm floor area on typical lot areas ranging from 44 to 60 sqm. Ideal for individuals, young couples, and starting families, Amani delivers practical and efficient living in a well-planned layout. Meanwhile, Dua offers a more spacious option, featuring a 48-sqm floor area on a typical 77 sqm lot area. With its enhanced layout flexibility and generous living spaces, Dua is well-suited for growing families who require additional sleeping areas, storage solutions, and greater privacy. 

Exterior of PHirst Park Homes Gen San’s Sales Pavillion
Render of Amani house model exterior

All units will be delivered fully finished and move-in ready, complete with fitted kitchen cabinetry, tiled floors, pre-installed plumbing and electrical connections, and a secure perimeter fence. Designed for practical, secure, and sustainable living, these homes make quality homeownership accessible to homebuyers in the region.

Amenities Designed for Champions

Beyond delivering quality homes, PHirst Park Homes Gen San features thoughtfully curated amenities that support holistic living for residents of all ages. 

Core Amenities include a clubhouse, basketball court, and swimming pool – spaces that foster recreation, connection, and relaxation. Complementing these are concept-driven features such as the Paw Park for pets, a Linear Park for active lifestyles, an Outdoor Cinema for shared entertainment experiences, and a WiFi Node to support work-from-home and learning needs. 

Render of Dua house model exterior

The PHirst Core 

Currently, PHirst operates 32 active projects across the country, with developments in key locations in Cavite, Laguna, Batangas, Quezon Province, Bulacan, Pampanga, Bataan, Nueva Ecija, Bacolod City [Negros Occidental], and South Cotabato. Carrying its brand pillars– Complete Homes, Conceptive Amenities, Connected Essentials, and Convenient Selling & Buying Experience– PHirst has built a solid reputation for creating thoughtfully designed homes that cater to the needs of the modern Filipino family. With every development, PHirst remains committed to building not just homes, but vibrant communities where families can Dwell, Create, and Thrive.

PHirst is a subsidiary and the first-home business segment of Century Properties Group.

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