Lance Joseph Martinez

PR Icon Susan Peña Joven’s Daughter Announces her Passing and Shares Details of her Wake

Article (news)

<p>It is a sad month for the <strong>Philippine lifestyle and media industries</strong> as they mourn the passing of the <strong>“legendary Public Relations maven” Susan Peña Joven</strong>, who died on October 17, 2025.</p><p>At 76, Susan was not only a trailblazing icon in public relations but also the esteemed founder of <strong>Visions &amp; Expressions,</strong> the agency behind some of the country’s most prestigious lifestyle, fashion, and beauty brands.</p><div><br/></div><div style="text-align:center"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1761018582478561361425_10163536044691730_8231771294489358025_n.jpg" style="width:700px" class="fr-fic fr-dib"/></div><div style="text-align:center"><br/></div><p>In a heartfelt Facebook post, her daughter <strong>Ginggay Joven Dela Merced</strong> announced her mother’s passing and reflected on her final days.</p><p>“It is with profound sadness we announce the sudden passing of our beloved mother and grandmother, legendary Public Relations maven Susan Peña Joven, yesterday, October 17, Friday, at 2:34 AM, eleven days after her 76th birthday,” Ginggay wrote on Saturday.</p><p>Ginggay revealed that her mother had battled <strong>Rapid Interstitial Lung Disease</strong> linked to a rare autoimmune condition called <strong>Anti MDA-5+ Amyopathic Dermatomyositis</strong>, adding, “She leaves her only son Lloyd with wife Karen and son Santi, and only daughter Ginggay with husband Noel and children Noey and Chloe.”</p><div><br/></div><div style="text-align:center"><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fginggayjdm%2Fposts%2Fpfbid0oUC9U71ZriAANXAuiN7UmYJpUoFxeLsBRZKHX78VH6owmXsw7ZSV94ipGjMuNJXql&amp;show_text=true&amp;width=500" width="500" height="765" style="border:none;overflow:hidden" scrolling="no" frameBorder="0" allowfullscreen=""></iframe></div><div style="text-align:center"><br/></div><p>According to Ginggay, Susan first showed symptoms in April 2025, beginning with “painful purplish skin rashes on her knuckles that seemingly came from nowhere,” along with a dry cough, fatigue, and a general feeling of being “off.”</p><p>By late August, doctors confirmed she had Amyopathic Dermatomyositis (AMD), a rare autoimmune disease characterized by distinctive skin rashes but without the muscle weakness typical of dermatomyositis.</p><p>Despite her condition, Susan remained optimistic. During her confinement in September, she was said to be recovering well, sending her family “cute videos of her exercising and showing off how she was getting stronger by the day.”</p><div><br/></div><div style="text-align:center"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1761018733960562487685_10163536044946730_2462710060012495937_n.jpg" style="width:700px" class="fr-fic fr-dib"/></div><div style="text-align:center"><br/></div><p>“A day before her birthday on October 6, she finally allowed us to visit her. However, we were to strictly stay at least five meters away… We celebrated her birthday the following day virtually,” Ginggay shared.</p><p>However, things took a turn for the worse. Susan was later diagnosed with Interstitial Lung Disease (ILD) and pneumonia. Even then, her strong will shone through. “STRICTLY NO VISITORS ALLOWED,” she texted her family, though they continued to bring her favorite Filipino treats.</p><p>By October 10, her condition progressed to Rapid Progressive ILD, but she continued to fight. After being cleared of pneumonia, she received Rituximab on October 13, and her family was filled with hope as she appeared more radiant the following day. But hours later, her oxygen levels suddenly plummeted.</p><p>“She fought so hard,” Ginggay wrote, sharing how their family faced painful choices as Susan was moved to the ICU.</p><p>“She was brought to intensive care and was given additional life-saving treatment until it was apparent nothing could be done anymore. She tried her best. We could no longer see her suffer,” she added.</p><div><br/></div><div style="text-align:center"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1761018763880565159349_10163536044771730_9207106391539278390_n.jpg" style="width:700px" class="fr-fic fr-dib"/></div><div style="text-align:center"><br/></div><p>Before concluding her tribute, Ginggay shared what truly brought Susan joy—her family, friends, and her blessed career.</p><p>“She was a people person the quintessential extrovert and life of any party. Her spirit and optimism were simply infectious. We would always ask her where she got all her energy. It was from people,” Ginggay concluded.</p><div><br/></div><div style="text-align:center"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1761018779361565637249_10163536045106730_883600177290203858_n.jpg" style="width:700px" class="fr-fic fr-dib"/></div><div><br/></div><p>Photos from <strong>Ginggay Joven Dela Merced</strong></p>

<p>It is a sad month for the <b>Philippine lifestyle and media industries</b> as they mourn the passing of the <b>“legendary Public Relations maven” Susan Peña Joven</b>.</p>

It is a sad month for the Philippine lifestyle and media industries as they mourn the passing of the “legendary Public Relations maven” Susan Peña Joven .

'She Fought So Hard'—PR Icon Susan Peña Joven’s Daughter, Ginggay, Remembers Her Mom's Final Days

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'She Fought So Hard'—PR Icon Susan Peña Joven’s Daughter, Ginggay, Remembers Her Mom's Final Days

Lance Joseph Martinez

Published October 21, 2025 09:30 PM PHT

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Updated October 22, 2025 07:27 AM PHT

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Susan Peña Joven

Ginggay Joven Dela Merced

Public Relations

Philippine lifestyle and media industries

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