Days before the P-pop kings fly to Chicago for their highly anticipated historic appearance at the Lollapalooza Music Festival, SB19 has been named by the Department of Tourism (DOT) as the Philippines’ newest tourism ambassador.
The announcement was preceded by a soft digital activation over the weekend that got A’TIN, SB19’s global fanbase, excited for what was going to come.
On July 23, a DOT social media post showing five goat emojis sparked widespread speculation about the partnership.
On July 25, Saturday, on its official social platforms @TourismPhilippines, the DOT posted a photo of a ‘Galingbayan’ (balikbayan) box with the name SB-19 printed on it. The box was set before the monument of Dr. Jose Rizal in Rizal Park.
(‘Hey, we’re sending off some GOATS. This Galingbayan box is off to the US for a historic performance.’)
According to a DOT news release, ‘A corrugated care package traditionally sent home by overseas Filipinos to their families, the balikbayan box is one of the most powerful cultural symbols in the Philippines as it represents love expressed through sacrifice and connection across distances.’
On Sunday, July 26, the members acknowledged the gesture on their social media accounts, confirming their ambassadorship.
Earlier, on July 3, the DOT named all-female group BINI as the first P-pop tourism ambassador, following their milestone performance at the Coachella Music Festival and in the middle of their Signals World Tour 2026.
Engaging the strong fandom
In a statement, Secretary Angara-Mathay lauded SB19 as one of the country’s best ambassadors for promoting Philippine tourism.
‘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,’ Secretary Angara-Mathay commented.
As Tourism Ambassadors, SB19 pledges to partner with the DOT in inviting A’TIN worldwide to visit the Philippines and experience the country’s beautiful destinations and rich culture.
A’TIN chapters are not only from the Philippines but across ASEAN, the United States, Germany, and the United Arab Emirates, among other countries, with international fans regularly flying to the archipelago for the group’s concerts.
Some A’TIN groups have also organized tribute projects such as fan-funded billboards abroad to celebrate the members. The DOT is looking into this growing international fanbase as a promising market for tourism.
Pride in Filipino identity
The five-member group consisting of Pablo, Josh, Stell, Ken, and Justin is known for creating their own songs that reflect Filipino values, such as love for family, hard work, and resilience.
Their global breakout hit, ‘Gento,’ is about the grit and toughness needed to refine raw talent into gold.
‘Nyebe’ is about the isolation and sacrifices one has to confront away from loved ones, such as OFWs.
‘Mapa’ is a tribute to the love and sacrifices of parents, while ‘What?’ and ‘Visa’ are about pride in Filipino identity and a direct commentary on the bureaucratic system, respectively.
Global milestones
On July 29, SB19 will become the first Filipino group to throw the ceremonial first pitch at a Major League Baseball game, ahead of the Chicago White Sox vs. New York Yankees matchup.
On July 30, they will be the first Filipino act to perform at Lollapalooza in Grant Park, Chicago, one of the largest global music festivals.
In August, the group will perform at the Summer Sonic 2026 in Osaka and Tokyo, Japan, alongside Filipino act ena mori and fellow tourism ambassador BINI.
Details of the DOT and SB19 partnership are still being finalized, with announcements to follow.
Catch SB19 and the rest of Lollapalooza 2026 festival LIVE from the comfort of your home, streaming exclusively on Disney+ from July 31 to August 3, 2026, with the stream starting at 3:45 AM daily.