The Department of Tourism has named the P-Pop group SB19 as the newest Tourism Ambassadors. The agency recognized the quintet as a source of national pride and a fine representative of Filipino culture.
The announcement followed a digital campaign. The DOT sent SB19 a “Galingbayan” box ahead of their US and Japan tour. This care package is a variation of the traditional balikbayan box sent by overseas Filipinos. It symbolizes love, sacrifice, and connection across distances.
The DOT previously posted five goat emojis on social media on July 23. The post fueled speculation about the partnership. Tourism Secretary Dita Angara-Mathay later teased the appointment of two P-Pop groups as tourism ambassadors.
Secretary Angara-Mathay praised the group’s reach and impact in a statement.
“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,” the secretary added.
SB19 will now work with the DOT. They aim to encourage their global fanbase, known as A’TIN, to visit the Philippines and experience its culture.
“Matagal na po itong moment na ito na inaantay namin,” 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.”
SB19 has built fan chapters in the United States, ASEAN, Germany, and the United Arab Emirates. International fans often fly to the Philippines for concerts. Overseas chapters have also organized fan-funded billboards to support the members.
The group is known for conceptualizing its own music videos and content. The members weave Filipino heritage into their art, notably in their global hit “GENTO.”
The ambassadorship coincides with major international milestones for the group. SB19 will become the first Filipino group to throw the ceremonial first pitch at a Major League Baseball game. The event takes place on July 29 ahead of the Chicago White Sox and New York Yankees game.
On July 30, the group will become the first Filipino act to perform at the Lollapalooza Music Festival in Chicago. They will then perform at Summer Sonic 2026 in Osaka and Tokyo in August. They will share the stage with fellow Filipino acts ena mori and BINI. BINI was also recently named a tourism ambassador.
The DOT and SB19 will soon finalize details for upcoming events. These events will showcase Philippine tourism in the coming months.
SB19 Named New Philippine Tourism Ambassadors
