How SB19 has promoted Filipino culture over the years
MANILA, Philippines – SB19 has long been known to have put Filipino talent on the map with its chart-topping hits. Despite any language barrier there may be, listeners from far and wide have come to enjoy hits like “GENTO,” “DAM,” and “MAPA,” among many others, and it’s a clear indication of the P-pop powerhouse’s lasting impact.
Beyond music, however, SB19’s members have already assumed various roles to promote the country’s culture and heritage throughout their careers — showing that before anything else, they are Filipinos. Here’s a rundown of it all.
Newest tourism ambassador of the Philippines
SB19’s most recent cultural stint is its appointment as one of the Philippines’ official tourism ambassadors.
The Department of Tourism (DOT) officially announced its partnership with Pablo, Stell, Ken, Josh, and Justin on Sunday, July 26, referring to them as “one of the country’s finest representatives of Filipino culture.”
With the sold-out tours SB19 has mounted over the years, the P-pop group has enabled its fans (called A’TIN) from overseas to book flights to the Philippines just to watch concerts live.
“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,” Tourism Secretary Dita Angara-Mathay said.
SB19’s appointment as the Philippines’ tourism ambassador comes just before its historic 2026 Lollapalooza performance. Set to be held from July 31 to August 2 at Grant Park in Chicago, Illinois, the “DUNGKA!” hitmaker will be the first homegrown Filipino act to take the stage at the prestigious music festival.
They share the ambassadorship with fellow P-pop group BINI, who were appointed in early July.
The DOT has yet to announce the projects and events it has lined up for its partnership with SB19.
Recognized at SUDI National Awards
The members of SB19 will also be recognized at the SUDI National Awards, the National Commission for Culture and the Arts’ (NCCA) celebration of the musical achievements that have shaped the Filipino music scene at large. The ceremony will be held on Tuesday, July 28.
“SUDI” is an Ilokano term that translates to “renowned” or “celebrated.”
Honorees are selected annually, but the awards ceremony only happens every three years. SB19 was recognized in 2022 alongside violinist Alfonso “Coke” Bolipata and veterans Gary Valenciano and Regine Velasquez.
Recipients of Murillo-Velarde map replicas
In October 2024, the Asian Institute of Journalism (AIJC) and NOW Group chairman Mel Velarde turned over official replicas of the 1734 Murillo-Velarde Map to SB19 for using its music to push Filipino culture forward.
Dubbed the “mother of all Philippine maps,” the Murillo-Velarde Map is the earliest known historical document that proves Scarborough Shoal, or Bajo de Masinloc, is part of the Philippines as documented by Spanish Jesuit Pedro Murillo Velarde.
The “Kings of P-pop” were lauded for spreading awareness on the map’s importance, as they had featured it in the music video of their track “What?” in 2021.
NCCA Youth and Sentro Rizal ambassador
In December 2021, the P-pop quintet was also chosen to be the National Commission for Culture and the Arts and Sentro Rizal’s official youth ambassador.
Steadily on the rise in 2021, SB19 was tapped by the NCCA to be ambassador for its alignment with the agency’s mandate to bring Philippine arts and culture to the global stage.
Sentro Rizal, which was established in 2011, is NCCA’s cultural center for overseas Filipinos.
Bonus: Release of song ‘VISA’ to speak against bureaucracy
But SB19 has also shown that it does not need official titles to speak about the issues that plague Filipinos.
In February 2026, the pioneering P-pop group dropped its single “VISA,” a commentary on how visa denials have made it difficult for Filipinos looking to seek opportunities abroad.
Musicians and athletes looking to represent the Philippines overseas through performances and competitions aren’t exempt from these bureaucratic circumstances — and SB19 can attest to that, as the group has been traveling frequently for its tours.
“SB19 has been active for seven years, and we hope that songs like these can reach officials and encourage laws that make it easier for athletes, artists, and others working overseas to access visas. This could include creative acts, producing content, or receiving rebates for spending related to the arts,” SB19’s leader Pablo said of the song.
“This is not just an attempt to produce music, but to push Filipino culture forward. There is little support from the government, so it is important that our work can make an impact not only personally but also on a national level.” – Rappler.com
