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Eva Longoria has been romantically linked to a wealthy Mexican businessman, just days after dismissing rumors she had reunited with her ex-boyfriend Eduardo Cruz.

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The former "Desperate Housewives" beauty was said to have enjoyed a New York lunch date with Penelope Cruz's brother last week, but she denied the report, telling her Twitter followers, "Sorry this is just not true."

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It has now emerged that Longoria was actually dining with her new man, but she wishes to keep his identity away from the public eye.

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A source tells People that the star has been dating "a wealthy, successful businessman from Mexico," adding, "She's very happy, and he's crazy about her."

Longoria and Cruz had been on/off lovers since the end of her marriage to sportsman Tony Parker in 2011. She went on to date businessman Ernesto Arguello, but that romance fizzled out this spring.