Google has launched Project Sigma in the Philippines, a new initiative that will help local news organizations develop innovative ways to engage Gen Z audiences.

The 10-week program will select 10 Philippine news publishers to experiment with new storytelling formats, audience strategies, and business models as younger Filipinos increasingly consume news through digital and social platforms.

According to the Philippine Statistics Authority's 2020 Census, Gen Z accounts for nearly 29 million Filipinos, or about 25 percent of the country's population.

Google said the program recognizes that younger audiences prefer visual storytelling, community-driven platforms, and authentic content, prompting publishers to rethink how news is produced and distributed.

The Philippines is the third Southeast Asian market to host Project Sigma after Malaysia and Indonesia.

Instead of a traditional training program, participating newsrooms will work with Google and digital solutions company AnyMind to design and test projects tailored to their audiences.

Publishers may focus on audience insights, content creation, new distribution formats, or revenue models aimed at younger readers. The program begins with an in-person design thinking workshop, followed by biweekly mentoring sessions.

"Project Sigma provides news publishers with a framework to address evolving news consumption patterns for younger audiences by running targeted experiments to test new hypotheses," said Kate Beddoe, managing director for APAC News Partnerships at Google.

"The future of a resilient news ecosystem depends on the ability to engage the next generation of news consumers on their own terms," she added.

Publishers that previously joined the program in Malaysia and Indonesia reported stronger audience engagement and deeper insights into Gen Z news consumption.

Applications for Project Sigma opened on 29 June and will close on 8 July 2026.