Fillipino Champ in the UMvC3 scene is a very good example of being a villain when you look at his history with KaneBlueRiver. FC believes he would have won Evo 2015 had he faced Kane earlier in the tournament but Kane has the attitude that he has nothing to prove and just plays for the fun of the game. FC continues to trash talk Kane cause Kane said he was done with the game after he won Evo and he would back out of tournaments and other events to avoid going against FC because FC runs a team that's one of Kane's worst matchups. And yeah to be fair Kane has a point, he even says FC would beat him more times than not because of the matchup (which FC has beat Kane many many times), but it just so happens that Kane went all the way to win that evo. Then you look at their Winter Brawl X set. The two had an exhibition and FC beat Kane badly, the tension was building, etc etc... But then top 8 happens, and Kane just so happens to beat FC and go on to win the tournament. Very hype set.
It's a combination of both of the differing views on that Evo, their long matchup history, and their skill that brings the hype. But more importantly it's the history between the players.