Bini is adding another milestone to its meteoric rise, this time beyond the music scene.

The country’s premier P-pop girl group, composed of Aiah, Colet, Maloi, Gwen, Stacey, Mikha, Jhoanna and Sheena, has been chosen by the Department of Tourism (DoT) to help promote the Philippines to local and international travelers, with the agency banking on the octet’s worldwide popularity to spotlight the country’s destinations, heritage and vibrant culture.

“Each girl actually represents a province or town, and they’re very knowledgeable about what makes their hometown special. I found their input very refreshing because each member brings something unique to the promotion of Philippine tourism,” DoT Secretary Maria Bernardita “Dita” Angara-Mathay said.

The partnership comes as the group prepares for its Signals World Tour, which will take them across key cities in Asia and North America, aligning with DoT’s continued efforts to highlight globally recognized Filipino artists as cultural ambassadors who can help draw more international visitors to the Philippines. Adding to the momentum, the chart-topping P-pop act is also set to bring its much-awaited concert to the Queen City of the South on 11 July, making history as the first-ever live performance to be staged at the SM Seaside Cebu Arena.

Secretary Mathay further describes Bini as an ideal partner in promoting the country to a younger, international audience. With millions of followers across digital platforms and a rapidly growing overseas fan base, the group has become one of the most recognizable faces of modern Filipino entertainment.

“We’re all behind them as a global talent that the country can be proud of,” Mathay added.

In just a few years, Bini has evolved from a promising P-pop act into one of the country’s biggest cultural exports. Earlier this year, Bini made history by becoming the first Filipino act to perform at the Coachella Valley Music and Arts Festival, introducing Filipino pop music to a global audience and generating millions of online interactions.

That landmark performance demonstrated that Filipino artists can command the same stages occupied by some of the world’s biggest names, while opening new opportunities for the local music industry.

The group’s momentum continued with the success of its first world tour, BINIverse, which concluded with a sold-out concert at the Philippine Arena. The achievement underscored not only the unwavering support of its fanbase, known as Blooms, but also the increasing commercial strength of homegrown pop music.

Bini’s international appeal continues to grow through billions of combined music streams, a social media following that spans continents and a catalog of hits that includes “Pantropiko,” “Cherry On Top,” “Blink Twice,” “Shagidi,” “Bikini” and “Sweet Tooth.” Collaborations with international artists, global music nominations and appearances at major events such as KCON Los Angeles have further strengthened the group’s reputation as one of Asia’s fastest-rising pop acts.

The release of the group’s latest EP, Signals, marks another step in its artistic evolution. Led by the single “Blush,” the record presents a more mature sound while staying true to the group’s signature blend of English and Filipino lyrics.

As Bini prepares to embark on its Signals World Tour, the group is also taking on a new role as an ambassador for Philippine tourism. Leveraging its growing international reach, Bini aims to help promote the country’s destinations, culture and hospitality to audiences around the world.