If you’re still not a P-pop believer, maybe the Department of Tourism (DOT)’s recent announcements will change your mind.
After Bini’s historic Coachella run and now SB19’s upcoming Lollapalooza debut, DOT has made moves to collaborate with the top P-pop groups to serve as Philippine tourism ambassadors, starting this July.
On July 3, the Nation’s Girl Group Bini visited the DOT office and made the partnership official.
The “Pantropiko” hitmakers are currently in the US, having recently made an appearance at San Diego Comic Con to promote their latest single “A Parallel World,” which is part of the Filipino mythology-inspired Dreamworks animation “Forgotten Island.” They will then be embarking on the US leg of their world tour in August.
Meanwhile, on July 26 (PHT), SB19, who in the past had already been designated as official Youth and Sentro Rizal ambassadors by the National Commission for Culture and the Arts, announced on social media their new designation as tourism ambassadors.
“Galingbayan box received! Representing the Philippines on and off the stage,” the P-pop trailblazers state. Early this week, DOT had already begun teasing the partnership, posting photos of a “galingbayan box” (a send-off package in juxtaposition to a “balikbayan box”—a long-standing Filipino cultural symbol) bearing the branding of both SB19 and DOT.
SB19 is also currently in the US. They are set to appear at the Grammy Museum for Global Spin Live on July 28, followed by a ceremonial first pitch at the White Sox vs Yankees Major League Baseball game on July 29. On July 30, the “Gento” hitmakers will perform on the Lollapalooza stage—the first Filipino group to do so.
What does this mean for Pinoy soft power?
With these two top P-pop groups being chosen as tourism ambassadors—and given the momentum of P-pop’s rise as a whole—the time might just be ripe for Filipino culture to finally take center stage globally.
We’re already seeing it in the culinary scene, as more and more Filipino restaurants are gaining recognition and traction overseas, from Michelin-starred restaurants to more community events and pop-ups. Notably Filipino flavors like ube also now find itself in the spotlight.
Read: Ube is now the world’s next matcha. Now what?
In the realm of sports, our athletes have consistently been showing their might on the playing field, from Olympic golds to historic Wimbledon runs.
It’s not surprising if music will be the next big Philippine import.
If the Philippines plays its cards right (aka the government properly supports more worthwhile initiatives like the arts), we may just be on the cusp of a Filipino soft power wave.
We’ve seen and embraced Hallyu. It’s about time we send out our own signal and galing to the world.
