No one can't keep a John Lloyd Cruz down.

Despite the controversies that surrounded him last year, the embattled Kapamilya actor remains one of the industry's most bankable stars.

He doesn't have a secret, he says during the press conference of Magic Flakes, which got him again as the brand's endorser before the end of 2010.

It's a matter of accepting the price of fame. John Lloyd elaborates, "It's part of the business. Hindi mo naman puwedeng baguhin yun.

"We can die wishing na sana hindi."

This year, he is set to have "a very exciting movie" with Angel Locsin, "the third installment" of A Very Special Love with Sarah Geronimo, and a possible teleserye with Bea Alonzo.

He stresses, "As you all know, prone to changes 'yan."

And with regard to his reunion project with Bea, "Medyo matagal na kaming hindi nagsasama...So, some parts of the teleserye will be shot in Vienna [Austria]...

"Yun ang mga puwedeng abangan sa 'kin..."

THE JOHN LLOYD MAGIC. The award-winning Kapamilya star has been paired with Bea, Sarah, Angel, Toni Gonzaga, including Luis Manzano, and has proven his versatility as a leading man.

He remarks, "Between my partners, each of them, I've been blessed to have onscreen partners...each of us may kani-kanyang kind of chemistry or kind of brand.

"Iba yung Toni-John Lloyd brand, iba yung John Lloyd-Sarah, iba yung John Lloyd-Bea, iba yung Angel-John Lloyd.

"And lahat yun, may kani-kanyang klaseng chemistry or whatever you wanna call it.

"I really find it...it's very interesting, for one, kasi I believe in chemistry, e.

"You cannot create chemistry out of two people, e. It's a gift.