The Department of Human Settlements and Urban Development (DHSUD) on Sunday vowed to sustain its efforts to revitalize the Pasig River, buoyed by the overwhelmingly positive response to the Pasig Bigyang Buhay Muli (PBBM) Project from the First Couple and the public.

In his speech during the inauguration of Phase 3 of the PBBM Project on Thursday, President Ferdinand R. Marcos Jr. acknowledged the growing popularity of the Pasig River esplanade in Manila.

He also commended the Inter-Agency Council for the Pasig River Urban Development, led by DHSUD Secretary Jose Rizalino Acuzar, for transforming the once-neglected area.

"I was happy and a little surprised to know that the esplanade has become an instant hit among Gen Zs and some Gen Alphas who use it as a backdrop for IG stories and for TikTok. Of course, hindi magpapahuli kaming mga Millennial," the President shared.

Beyond its social media appeal, the transformed riverbanks are evolving into a space for recreation, community engagement, and economic activity. The presence of small businesses catering to students, tourists, and families highlights the area's commercial potential.

"Our mission is simple but it is difficult: to bring back the river to its pristine state [and] make it a vibrant waterway once again for life, for culture, and for mobility… Nawa’y lagi nating matatandaan: Ito ay ating ilog. Ito ay ating kinabukasan. Sama-sama tayong bubuhayin ito," the President said.

The government's ongoing efforts to rehabilitate the historic waterway took another step forward as President Marcos Jr. officially launched Phase 3 of the initiative on Thursday, reaffirming its role as a vital link for culture, commerce, and environmental preservation.

"This river has served Manila as a lifeblood long before our generation was conceived," the President remarked, recalling its significance in Dr. Jose Rizal's Noli Me Tangere and El Filibusterismo.

The project’s third phase introduces major improvements designed to make the riverfront more accessible and welcoming to the public. At Plaza Mexico, a closed roadway has been repurposed into a larger open space, providing a safer and more enjoyable gathering area. The Maestranza Esplanade now features an outdoor gallery displaying local art and historical exhibits, alongside dedicated bike lanes and walkways for pedestrians. Further along, the scenic moat view at Fort Santiago is now highlighted with evening lights, amplifying the fortress’s visual appeal and historical ambiance.

The project likewise strengthens connectivity between cultural landmarks such as Intramuros, the Manila Central Post Office, and Binondo, enriching Manila's heritage experience.

For his part, DHSUD Secretary Acuzar reaffirmed the agency's dedication to ensuring the lasting success of the project, as he thanked the first couple for their all-out support.

"Ang ating pagsisikap na buhayin muli ang llog Pasig ay hindi lamang tungkol sa rehabilitasyon, kundi sa pagpapanatili ng ating kasaysayan, at kultura para sa susunod na henerasyon,” the housing czar said.

“Lubos na nagpapasalamat ang DHSUD sa all-out support ng ating mahal na Pangulong Marcos Jr. at First Lady Liza. Makakaasa kayo na patuloy kaming magsusumikap na ibalik ang ganda at sigla ng Ilog Pasig para na rin sa mga susunod na henerasyon," he added.

The Pasig River Showcase Area Esplanade behind the Manila Central Post Office and its extension to Plaza Mexico were inaugurated in January and June last year.