“We want to make a genuine difference.”
That was SB19’s message after the Department of Tourism (DOT) officially named the P-pop group as the Philippines’ newest tourism ambassadors.
The group confirmed the ambassadorship on Sunday, July 26, after receiving a “Galingbayan” box from the DOT ahead of their U.S. and Japan tour leg, including their upcoming performances at Lollapalooza in Chicago and Summer Sonic in Japan.
The quintet said the partnership aligns with their long-held vision of promoting Filipino culture to a global audience.
For SB19 member Josh Cullen, the appointment marks a milestone the group has long anticipated.
“Matagal na po itong moment na ito na inaantay namin. 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,” he said.
The DOT said SB19’s growing international reach makes the group well-positioned to encourage overseas Filipinos and foreign fans to visit the Philippines and experience its culture firsthand.
Tourism Secretary Dita Angara-Mathay said the group’s influence has already translated into increased interest in traveling to the country.
“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,” the tourism chief added.
She added that the same trend is emerging across ASEAN.
“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,” Angara-Mathay said.
As tourism ambassadors, SB19 will work with the DOT to encourage A’TIN, the group’s fanbase, around the world to visit the Philippines while showcasing Filipino culture through the group’s international engagements.
The partnership comes as SB19 prepares for a string of international milestones, including becoming the first Filipino group to throw the ceremonial first pitch at a Major League Baseball game before the Chicago White Sox-New York Yankees matchup on July 29, and the first Filipino act to perform at Lollapalooza the following day.
READ: Where to stream Lollapalooza, Bonnaroo Music & Arts Festival live in 2026
The group is also set to perform at Summer Sonic 2026 in Osaka and Tokyo alongside fellow Filipino acts ena mori and BINI, which was also recently named a tourism ambassador by the DOT.
The DOT said details of upcoming tourism campaigns featuring SB19 will be announced in the coming months.
Prior to the appointments of BINI and SB19 as tourism ambassadors, the DOT had earlier announced that two P-pop groups would be tapped for the role.
READ: DOT to name 2 P-pop groups as tourism ambassadors | DOT taps BINI as tourism ambassadors
On Thursday, July 23, the DOT teased SB19’s upcoming appointment by posting five goat emojis across its social media platforms. Members of A’Tin linked the teaser to the group, citing its connection to SB19’s upcoming single “Lawless,” which also featured goat as part of its imagery.
READ: ‘Who’s the goat?’: DOT’s emoji post gets A’TIN talking as SB19 tourism ambassador rumors swirl
