Lloyd Cafe Cadena, who rose to fame on YouTube, has died aged 26.
An emotional announcement was made on his Facebook page, confirming his passing.
"It is with a heavy heart and great sadness that we announce the untimely demise of our beloved brother Lloyd Cafe Cadena," it began.
"May he be remembered for all the joy and laughter he shared with everyone. My family and I ask for your prayers, respect, and privacy during this time."
His cause of death had not been revealed.
One of the Philippines' most popular YouTubers, Lloyd started his channel in 2011, and featured unboxing, cooking, and challenge videos – all done with Lloyd's comedic flair.
He had more than 8 million subscribers combined over two YouTube channels, along with 5 million followers on Facebook.
Fans and fellow social media stars were quick to mourn Cadena’s untimely passing, and posted heartfelt tributes on Twitter.
"Rest in peace, Lloyd Cadena. His videos had played a huge role in my teenage life and lifted me up in many ways. Such a genuine, loving, generous, witty, kind soul gone too soon," one wrote.
Fellow YouTuber Bianca Gonzalez penned: "I only met him and would see him at events but he was always so gracious and his joy would radiate. My sincerest condolences to his family and loved ones. Rest in peace, Lloyd Cadena."
One of his last posts on social media was on Twitter where he wrote: "11.11 healing for everyone!"
His last vlog showed him buying a house for his beloved mum.
"Magre-retire na iyong nanay ko and I want her to experience na may sarili na kaming bahay," he said.