The P-Pop Kings have gone up!
SB19 has officially been named Tourism Ambassadors by the Department of Tourism (DOT), recognizing the Pinoy pop powerhouse not only as a source of Pinoy pride, but as one of the country’s best Filipino culture icons.
The boys confirmed their ambassadorship on Monday, after accepting a “Galingbayan” box—a callback to the traditional “Balikbayan” box that has become a cultural symbol conveying “love expressed through sacrifice and connection across distances” from the department as a send-off package ahead of their United States and Japan tour leg.
“Matagal na po itong moment na ito na inaantay namin,” said SB19’s Josh Cullen. “We want to make a genuine difference, so we’re teaming up with partners who get our vision.”
Tourism Secretary Dita Angara-Mathay praised the band’s “undeniable” talent and “powerful” music and influence.
“They have the reach to connect with fans across the United States, Europe, ASEAN, and beyond,” said Angara-Mathay.
“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,” she added.
The DOT secretary said the OPM phenomenon is giving people “real reasons” to pay the Philippines a visit—"the kind of reach we want to build on,” Angara-Mathay explained.
As Tourism Ambassadors, the hitmakers will be partnering with the DOT to encourage A’TINs, their fanbase, all across the globe, to visit the Philippines and experience everything it has to offer firsthand.
SB19’s reach has proven sweeping—with devoted fans all over Southeast Asia, in the US, Germany, and the United Arab Emirates (UAE), among other countries.
On July 29, the boys will be the first-ever P-pop group to throw the ceremonial first pitch at a Major League Baseball game, for the Chicago White Sox vs. New York Yankees matchup. They are also the first Pinoy act to feature at Lollapalooza—one of the largest music festivals globally—in Grant Park, Chicago.
In addition, they will also be performing at Summer Sonic 2026 in Osaka and Tokyo, Japan, this August, alongside the Nation’s Girl Group, BINI, who were also previously named Tourism Ambassadors.
