The Department of Tourism (DOT) has officially named global P-Pop powerhouse SB19 as the Philippines’ newest Tourism Ambassadors, cementing the quintet’s status not only as a source of immense national pride, but as quintessential representatives of modern Filipino culture.
This exciting partnership was heralded by a clever digital activation featuring a "Galingbayan" box—a thoughtful play on the traditional balikbayan box sent home by overseas Filipinos—symbolizing love, sacrifice, and connection across distances.
After playfully fueling internet speculation with cryptic goat emojis, the DOT and SB19 confirmed the collaboration, perfectly timed as the P-Pop Kings prepare to fly the Philippine flag from Manila to Chicago for the highly anticipated Lollapalooza Music Festival set to take place at Grant Park in from July 30 to August 2, 2026, featuring headliners Charli XCX, Tate McRae, and Lorde.
On July 29, the quintet will become the first Filipino group to throw the ceremonial first pitch at a Major League Baseball game, ahead of the Chicago White Sox vs. New York Yankees matchup. A day later, on July 30, they will be the first Filipino act to perform at Lollapalooza in Grant Park, Chicago, one of the largest music festivals in the world.
As the group embarks on their US and Japan tour legs, Tourism Secretary Dita Angara-Mathay’s vision of showcasing the best of the Philippines through its world-class musical talent is set to reach unprecedented global heights.
“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,” she said. “And in the U.S., we’re seeing that influence become something real: Filipino-Americans who grew up watching SB19 online are now booking flights home, some for the first time in years, just to see them perform on their home turf.”
“We’re seeing the same thing across ASEAN, where SB19’s fandom is just as strong, and where a short flight makes that pull even easier to act on. Whether it’s a Filipino-American flying halfway across the world or a fan in Taiwan or Bangkok just a few hours away, SB19 is giving people real reasons to visit the Philippines. That’s the kind of reach we want to build on,” Secretary Angara-Mathay added.
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The members acknowledged the gesture on their social media accounts today, and confirmed their ambassadorship.
"Matagal na po itong moment na ito na inaantay namin (This is something we've been looking forward to for so long)," said Josh Cullen of SB19. "We want to make a genuine difference, so we're teaming up with partners who get our vision. By taking our music to established international markets, we can connect with the global Filipino diaspora, share our culture, and give them that feeling of home."
That pull reaches well beyond Philippine shores. SB19 has cultivated dedicated A'TIN chapters across ASEAN, the United States, Germany, and the United Arab Emirates, among other countries, with international fans regularly flying into the Philippines for the group's concerts. In earlier tours, a number of A’TIN chapters had organized tribute projects such as fan-funded billboards abroad to celebrate the members. This growing overseas following mirrors the very markets the DOT is looking to tap for inbound tourism.
Known for personally conceptualizing their own music videos and content, the five members of SB19 have long woven Filipino heritage into their artistry, most notably in "GENTO," their global breakout hit.
The group's international reach extends further into August, with performances at Summer Sonic 2026 in Osaka and Tokyo, Japan, alongside fellow Filipino acts ena mori and BINI, the latter of which were recently named Tourism Ambassadors as well.
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