DOT to name 2 P-pop groups as tourism ambassadors
MANILA, Philippines — The Department of Tourism (DOT) is set to name two P-pop groups as tourism ambassadors of the Philippines.
Asked for an update regarding reported talks with Nation's Girl Group BINI as a tourism ambassador of the country, Tourism Secretary Ma. Bernardita “Dita” Angara-Mathay instead said it will be a surprise.
"Surprise! You come to the office on Thursday and Friday. Actually, there are two. Okay," she told the reporters on Monday, June 29.
The tourism chief hinted that one of the groups has already received prior recognition from the agency, while the second remains undisclosed.
“Music, especially me ha, music is very important. So, you know, two,” Angara-Mathay said.
She explained that music plays a key role in shaping emotional connection and memory in tourism promotion.
“When you watch, for example, an anime, why do you like it? Why do you remember it? It’s not just the images, but the music behind it. Like 'Kimi no Nawa,' like ‘Your Name.’ 'Di ba? Ang ganda ng music ng RADWIMPS e. So we want to combine music and images together so that you form a feeling that stays. That’s what we’re after,” she said.
Angara-Mathay said the selection process was influenced by industry insight, audience response and early engagement around the initiative. She recalled early discussions and reactions that helped shape the direction of talks with P-pop groups.
“Kasi it really started with, you know, Ren telling me na, wait, we have to congratulate… That was at 5 a.m. called my daughter. Like, kung tama naman 'yun, if they’re proud to be Filipino, they’re proud of showcasing it, we have to congratulate,” she said, referring to Assistant Secretary Armand Lorenze "Ren" Valerio Sapitan who handles the tourism branding.
She added that one online post related to the initiative gained strong engagement, which helped affirm the decision.
“And then I found that that particular post generated the most likes. So sabi ko, effective. 'Di ba? And then, the question keeps coming up. So sabi ko, sinabi ko na, paninindigan ko na ito kahit pa mahal o mura,” she said.
Angara-Mathay said one group has already been identified, while details on the second remain undisclosed. “Pero hindi niyo alam 'yung pangalawa,” she added.
In April, the DOT was tagged in public clamor to tap BINI as tourism ambassador following their successful debut at the Coachella Valley Music and Arts Festival 2026 in Indio, California.
READ: ‘This is the right time’: Calls grow to name BINI PH tourism ambassadors as DOT takes notice
The agency then took to social media to congratulate the P-pop sensation, as well as Sophia Laforteza of Katseye for raising the Philippine flag on one of the world’s most iconic stages, Coachella.
On the sidelines of President Ferdinand Marcos Jr.'s meeting with the Filipino community in Japan last month, Angara-Mathay said they are already eyeing BINI as a tourism ambassador.
“We are so proud of them for their Coachella stint and we congratulated them, of course. We always put value to our talents for waving our flag on the international stage,” Angara-Mathay was quoted as saying.
“We are just waiting for them to come back,” she added.
