SB19 is adding another major role to its growing list of achievements after being officially introduced as the Philippines’ newest Tourism Ambassador.

The Department of Tourism tapped Pablo, Josh, Stell, Ken and Justin to help promote the country’s destinations, culture and identity to audiences around the world. The appointment recognizes the group’s influence beyond music and its ability to inspire both Filipinos and international fans to discover more of the Philippines.

The partnership comes as SB19 prepares for another significant international run, including performances in the United States and Japan. Through its concerts and global appearances, the group is expected to carry Filipino pride while encouraging its worldwide fanbase, known as A’TIN, to visit the country.

Tourism Secretary Dita Angara-Mathay said SB19’s reach makes the group an ideal partner in connecting with travelers from the United States, Europe, Southeast Asia and other markets.

“SB19’s talent is undeniable — their music is powerful, and so is their influence. They have the reach to connect with fans across the United States, Europe, ASEAN, and beyond,” Angara-Mathay said.

She noted that the group has already inspired members of the Filipino diaspora to return home, with some fans traveling to the Philippines specifically to watch SB19 perform.

According to the tourism chief, the same pull is evident in nearby countries, where international supporters can easily fly to Manila to attend concerts and experience the country for themselves.

“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,” she added.

Before the formal announcement, the DOT sparked curiosity online by posting five goat emojis, prompting fans to speculate about a possible collaboration with the five-member group.

The agency later sent SB19 a “Galingbayan” box before their overseas engagements. Inspired by the traditional balikbayan box, the package symbolized the connection between Filipinos at home and those living abroad.

Josh Cullen said the ambassadorship was an opportunity the group had long hoped for.

“Matagal na po itong moment na ito na inaantay namin,” he said.

Josh added that SB19 hopes to use its international activities to strengthen ties with Filipinos overseas and introduce Philippine culture to a wider audience.

“We want to make a genuine difference, so we’re teaming up with partners who get our vision. By taking our music to established international markets, we can connect with the global Filipino diaspora, share our culture, and give them that feeling of home,” he said.

The group has built a strong following across Southeast Asia, the United States, Europe and the Middle East. Fans from different countries have supported SB19 through international projects, overseas billboards and trips to the Philippines for the group’s shows.

Filipino heritage has also remained a visible part of SB19’s creative identity. The group has incorporated local themes, language and imagery into its music and performances, including its international hit “GENTO.”

The tourism appointment arrives ahead of several historic appearances for the P-Pop group.

On July 29, SB19 is scheduled to become the first Filipino group to throw the ceremonial first pitch at a Major League Baseball game before the Chicago White Sox and New York Yankees matchup.

The following day, the group will make history as the first Filipino act to perform at Lollapalooza in Grant Park, Chicago.

SB19 will then continue its international activities in August with appearances at Summer Sonic 2026 in Osaka and Tokyo, where the group will perform alongside other Filipino artists, including ena mori and fellow Tourism Ambassador BINI.

With its expanding global presence, SB19 is expected to help present the Philippines not only as a travel destination, but as a country rich in music, creativity, heritage and stories worth discovering.