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.