In a significant move for both the P-pop industry and Philippine tourism, SB19 has been appointed by the Department of Tourism (DOT) as the country's newest tourism ambassadors. This announcement comes just days before the group is set to break ground as the first Filipino act to perform at the Lollapalooza festival in Chicago.
Leveraging Global Influence for Tourism
SB19's talent is undeniable — their music is powerful, and so is their influence. They have the reach to connect with fans across the United States, Europe, ASEAN, and beyond.
Dita Angara-Mathay, Tourism Secretary
Tourism Secretary Dita Angara-Mathay highlighted the group's growing international fanbase as a key asset in promoting the Philippines as a travel destination. She noted that SB19's influence is prompting Filipino-Americans and fans from other regions to visit the Philippines, especially to see the group perform.
- SB19 will collaborate with the DOT to promote Philippine culture and tourism.
- The group is set to perform at major international venues, enhancing their global outreach.
Josh Cullen, one of the members, expressed enthusiasm about the partnership, stating that collaborating with the DOT aligns with their vision of connecting with fans globally. The group aims to share Filipino culture and foster a sense of home for their international audience.
The DOT's appointment follows a teaser campaign featuring goat emojis, leading to a 'Galingbayan' care package sent to SB19, echoing the traditional balikbayan box concept. The group acknowledged this gesture on social media, marking the beginning of their ambassadorship.
As SB19 embarks on their international tour, they are also preparing for other significant milestones, including throwing the ceremonial first pitch at a Major League Baseball game and performing at Summer Sonic 2026 in Japan alongside fellow artists.
The DOT plans to roll out more campaigns in collaboration with SB19, aiming to engage both local and international audiences in experiencing the rich culture and destinations of the Philippines.