SB19 is now an official tourism ambassador of the Philippines. The Department of Tourism (DOT) announced the P-pop group’s appointment on Sunday, July 26, 2026, making the five-member act the newest face of the country’s travel campaign alongside BINI, the girl group named earlier this month, and tennis player Alex Eala.
The DOT welcomed the group on Instagram as “five Filipino artists bringing our talent, creativity, and culture to the world,” pointing to how SB19 and its fandom, A’TIN, “continue to show just how far Filipino pride can go.” The agency said the group is now inviting its global community “to come closer to home and experience the Philippines, our culture, cuisine, heritage, destinations, and the unmistakable warmth of Filipino homecoming.”
A teaser built on goat emojis and a balikbayan box
The appointment followed a playful DOT teaser. Last week the department posted five goat emojis on social media, a nod to the group’s “goat” status in P-pop, before sending SB19 a “Galingbayan” care package inspired by the traditional balikbayan box ahead of the group’s U.S. and Japan tour. The members acknowledged the package on their own accounts and confirmed the ambassadorship, posting, “Galingbayan box received! Representing the Philippines on and off the stage. We’re proud to begin this new chapter as the Philippines’ newest tourism ambassadors. From the Philippines to the world!”
Why SB19, and why now
Tourism Secretary Dita Angara-Mathay said the group’s reach made it an ideal partner. “SB19’s talent is undeniable, their music is powerful, and so is their influence,” she said. “They have the reach to connect with fans across the United States, Europe, ASEAN, and beyond.” She highlighted a trend the DOT is betting on: Filipino-Americans who grew up watching SB19 online are now booking flights home, some for the first time in years, to see them perform, while fans in Taiwan, Bangkok, and across ASEAN are a short flight away. “SB19 is giving people real reasons to visit the Philippines. That’s the kind of reach we want to build on.”
Member Josh Cullen welcomed the partnership, saying it was “a moment we’ve been waiting for for a long time,” and that by taking their music to established international markets they can “connect with the global Filipino diaspora, share our culture, and give them that feeling of home.”
Coming off a run of global firsts
The appointment lands as SB19 stacks up international milestones. On July 29, the group becomes the first Filipino act to throw the ceremonial first pitch at a Major League Baseball game, the Chicago White Sox versus the New York Yankees. A day later, on July 30, they make history again as the first Filipino act to perform at Lollapalooza in Chicago’s Grant Park. They are also set for Summer Sonic 2026 in Osaka and Tokyo alongside fellow Filipino artists ena mori and BINI. Each of those moments is a built-in global stage for the tourism message.
P-pop as a tourism strategy
The DOT’s move reflects a broader bet on soft power: rather than traditional ad campaigns alone, the department is leaning on artists with massive, loyal diaspora fanbases to turn cultural pride into actual arrivals. With BINI and SB19 now both on board, the “Discover More to Love” push has two of the biggest names in P-pop carrying the Philippines to audiences that tourism bureaus rarely reach directly. The department said more SB19-led campaigns and events will be announced in the coming months.
Based on the Department of Tourism announcement (July 26, 2026) and reporting from GMA News, Philstar, The Manila Times, and Inquirer. SB19 members are Pablo, Josh, Stell, Ken, and Justin.
