PINOY POP (P-pop) group SB19 was named an official Philippine tourism ambassador on Sunday, in recognition of the group’s role in bringing the country’s pop music to the global stage.

“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,” Tourism Secretary Maria Bernardita “Dita” Angara-Mathay said in a statement sent to the press.

“In the US, we’re seeing that influence become something real. Filipino-Americans who grew up watching SB19 online are now booking flights home, some for the first time in years, just to see them perform on their home turf,” she added.

The Tourism department said the group is not only a source of national pride, but also “one of the country’s finest representatives of Filipino culture.”

“Matagal na po itong moment na ito na inaantay namin (This is something we’ve been looking forward to for so long),” Josh Cullen, the group’s lead singer and dancer, said on behalf of SB19.

“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 added.

Ahead of the group’s US and Japan tours, the Tourism department sent the quintet a balikbayan box as a send-off package, which the members acknowledged on their social media accounts on Sunday in confirmation of their ambassadorship.

Known for personally conceptualizing their own music videos and content, the five members of SB19 have long woven Filipino heritage into their artistry.

“SB19 is giving people real reasons to visit the Philippines. That’s the kind of reach we want to build on,” Ms. Angara-Mathay said.

The appointment also places the group alongside other Filipino acts being used to broaden the country’s cultural visibility abroad, as tourism officials increasingly point to music and live performances as a way to reach audiences that may not be touched by traditional promotion.

On July 29, the group is set to become the first Filipino act to throw the ceremonial first pitch at a Major League Baseball game in the US, ahead of the Chicago White Sox vs. New York Yankees matchup. A day later, on July 30, it will be the first Filipino act to perform at Lollapalooza in Grant Park, Chicago, one of the world’s largest music festivals.

In August, SB19 is scheduled to perform at Summer Sonic in Osaka and Tokyo, Japan, alongside fellow Filipino acts ena mori and BINI, the latter of which was named a Tourism Ambassador earlier this month.

SB19 is known for hits such as “GENTO,” “MAPA,” “DAM,” “DUNGKA!,” and, more recently, “VISA.” The group consists of Pablo (John Paulo Bagnas Nase, formerly known professionally as Sejun), Ken (Felip Jhon Suson), Justin (Justin de Dios), Stell (Stellvester Ajero), and Josh (Cullen). — Brontë H. Lacsamana