SB19 Is Now Carrying the Philippine Flag, Officially
The Department of Tourism has named SB19 as the Philippines’ newest tourism ambassadors, tapping the P-pop quintet to help promote the country as a travel destination by showcasing Filipino culture to their growing international fanbase. The group, made up of Pablo, Josh, Stell, Justin, and Ken, follows P-pop girl group BINI, which the DOT named as ambassador earlier this month.
Tourism Secretary Dita Angara-Mathay framed the choice around reach. She said SB19’s expanding global presence made the group an ideal partner for the country’s tourism campaign, noting their ability to connect with fans across the United States, Europe, ASEAN, and beyond.
Why SB19, Why Now
The announcement lands at a pointed moment. SB19 is set to throw the ceremonial first pitch at a Major League Baseball game between the Chicago White Sox and New York Yankees on July 29, the first Filipino act to do so. A day later, on July 30, they become the first Filipino group to perform at Lollapalooza in Chicago, a set that will stream live on Disney+ Philippines.
Angara-Mathay pointed to that momentum directly, citing SB19’s pull across ASEAN and the wider diaspora. Whether it is a Filipino American flying in from across the world or a fan in Taiwan or Bangkok a short flight away, she said the group gives people real reasons to visit the Philippines.
The Diaspora Angle
As tourism ambassadors, SB19 will work with the DOT to promote Philippine destinations, culture, and heritage to their global fanbase, known as A’TIN. Member Josh Cullen said the partnership is built around connecting with the global Filipino diaspora, showcasing Filipino culture, and encouraging more people to experience the country firsthand.
The appointment fits a pattern. The DOT has increasingly turned to influential Filipino artists to drive inbound tourism, with BINI’s earlier ambassadorship setting the template SB19 now follows.
