SB19 Named Philippine Tourism Ambassadors, Set to Promote Filipino Culture on the Global Stage
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Photo credit: DOT Fb Page
SB19 Named Philippine Tourism Ambassadors, Set to Promote Filipino Culture on the Global Stage | MANILA, Philippines โ The Department of Tourism (DOT) has officially named global P-Pop phenomenon SB19 as the Philippines’ newest Tourism Ambassadors, tapping the internationally acclaimed group to help showcase the country’s rich culture, heritage, and destinations to audiences worldwide.
The appointment recognizes SB19 not only for their achievements in music but also for their growing influence as global cultural ambassadors capable of inspiring international travelers to experience the Philippines firsthand.
The announcement follows a teaser campaign by the DOT that generated widespread excitement among fans. Ahead of SB19’s international tour, the agency surprised the group with a symbolic “Galingbayan” packageโa modern take on the iconic balikbayan box, representing the enduring connection between overseas Filipinos and their homeland. The members later acknowledged the gesture on their social media platforms, confirming their new role as official tourism ambassadors.
Earlier, the DOT also sparked online speculation after posting five goat emojis across its official social media channelsโa playful nod to the five-member group often regarded by fans as the “Greatest of All Time.”
Tourism Secretary Dita Angara-Mathay said SB19’s expanding global reach makes them ideal partners in strengthening the country’s tourism campaign.
“SB19’s talent is undeniableโtheir music is powerful, and so is their influence. They have built a global community of fans across the United States, Europe, ASEAN, and beyond. Through them, we see international audiences discovering the Philippines not only through music but also through our culture and heritage,” Angara-Mathay said.
She added that many overseas Filipinos and foreign fans are already traveling to the country to attend SB19 concerts, creating opportunities to boost tourism while strengthening cultural connections.
“Whether it’s a Filipino-American returning home after many years or fans from neighboring Asian countries visiting the Philippines for the first time, SB19 inspires meaningful travel experiences. This is exactly the kind of cultural influence we hope to harness.”
Music, Culture, and Tourism United
As Tourism Ambassadors, SB19 will collaborate with the DOT on campaigns encouraging their global fandom, A’TIN, to explore Philippine destinations, immerse themselves in Filipino traditions, and experience local culture beyond concerts and events.
For SB19, the partnership reflects a shared mission of promoting the country’s identity through music.
“Matagal na po itong moment na ito na inaantay namin,” shared member Josh Cullen. “We want to make a genuine difference by working with partners who share our vision. Through our music, we hope to reconnect Filipinos abroad with home while introducing international audiences to the beauty of the Philippines.”
The group’s international influence continues to expand through dedicated fan communities across ASEAN, the United States, Germany, the United Arab Emirates, and other parts of the world. Many international A’TIN members regularly travel to the Philippines for concerts, while fan organizations have organized tribute projectsโincluding overseas billboardsโto celebrate the group’s achievements.
Showcasing Filipino Identity Through Music
Known for creatively directing much of their own content, SB19 has consistently integrated Filipino culture into their artistry. Their global hit “GENTO” and other releases have helped introduce Filipino music, language, and identity to international audiences, making them one of the country’s strongest cultural exports.
Their appointment comes as the group reaches another milestone in its global career.
On July 29, SB19 will become the first Filipino group to throw the ceremonial first pitch at a Major League Baseball game before the Chicago White Sox face the New York Yankees. The following day, they will make history once again as the first Filipino act to perform at Lollapalooza Chicago, one of the world’s biggest music festivals.
In August, SB19 will continue representing the Philippines at Summer Sonic 2026 in Osaka and Tokyo, Japan, performing alongside fellow Filipino artists, including ena mori and BINI, which was also recently named a DOT Tourism Ambassador.
Strengthening Philippine Tourism Through Global Entertainment
The partnership reflects the DOT’s growing strategy of leveraging globally recognized Filipino artists to attract international visitors and strengthen the country’s tourism brand.
With millions of followers worldwide and an expanding international presence, SB19 is expected to help position the Philippines as a destination where music, culture, creativity, and authentic travel experiences converge.
The DOT said more tourism campaigns and collaborative initiatives featuring SB19 will be announced in the coming months as the agency continues to promote the Philippines to audiences around the world.
