SB19 Named Philippine Tourism Ambassadors
Last Updated on July 29, 2026 by Melina Competiello
SB19 has added another milestone to its growing list of achievements. The Department of Tourism (DOT) has officially named the P-pop powerhouse as the Philippines’ newest tourism ambassadors, recognizing the group’s role in bringing Filipino talent, culture, and creativity to audiences around the world.
The announcement comes as SB19 prepares for a series of major international appearances, including its historic performance at Lollapalooza in Chicago and upcoming shows in Japan, giving the group another platform to showcase the Philippines on the global stage.
A new role for the Kings of P-pop
The DOT officially introduced SB19—Pablo, Josh, Stell, Ken, and Justin—as the country’s newest tourism ambassadors on July 26. The agency described the group as a source of national pride and one of the country’s strongest representatives of Filipino culture.
Before the official announcement, fans noticed a teaser campaign from the DOT that included five goat emojis and a special “Galingbayan” package sent to the members. Inspired by the traditional balikbayan box, the care package symbolized Filipino homecoming and sparked speculation about the partnership before it was confirmed.
Promoting the Philippines to a global audience
According to the DOT, SB19’s international reach made the group a natural choice for the role. Through its music, tours, and growing global fanbase, SB19 has introduced Filipino artistry to audiences across North America, Europe, Asia, and beyond.
As tourism ambassadors, the group will help encourage travelers to discover the Philippines by highlighting its destinations, culture, cuisine, heritage, and the warmth of Filipino hospitality. The appointment also supports the DOT’s ongoing efforts to work with globally recognized Filipino artists to promote the country.
SB19 responds to the appointment
SB19 welcomed the announcement on social media, saying they were proud to represent the Philippines both on and off the stage. The members also shared that the partnership aligns with their long-standing goal of bringing Filipino culture to the world through their music and performances.
Their new role comes during a busy period for the group, which includes becoming the first Filipino act to perform at Lollapalooza and the first Filipino group to throw the ceremonial first pitch at a Major League Baseball game.
Another milestone for P-pop
SB19’s appointment reflects the growing influence of P-pop beyond the Philippines. As one of the genre’s most recognizable acts, the group continues to reach new audiences while celebrating Filipino identity through its music.
With the DOT partnership now official, fans can expect to see SB19 representing not only P-pop but also the country’s tourism and culture on an even bigger stage.
What do you think about SB19 becoming the Philippines’ newest tourism ambassadors?
Frequently Asked Questions
The Department of Tourism selected SB19 because of the group’s global reach and its continued promotion of Filipino talent, culture, and creativity through music and international performances.
SB19 will help promote the Philippines to local and international audiences by showcasing the country’s culture, heritage, destinations, cuisine, and hospitality.
Following the announcement, SB19 is set to perform at Lollapalooza in Chicago and continue its international activities in Japan.
You Might Also Like:
