Just over two weeks before leaders gather at the Philippine International Convention Center, the Department of Tourism (DOT) is letting music carry the Chairship’s message.
The Nation’s Girl Group BINI recently released the music video for “Sama-Sama Tayo,” a song that pays homage to the Philippines’ hosting of the 48th ASEAN Summit and Related Summits in Cebu last May.
Released with the Office of the Social Secretary, the video revisits key moments from the 48th ASEAN Summit, the first of the two leaders’ summits the Philippines hosts this year.
The video is central to the DOT’s soft power strategy, harnessing the reach and influence of homegrown Filipino acts not only to inspire foreign visitors and the Filipino diaspora to discover the Philippines, but also to amplify the values they embody among the younger generation.
“BINI has been tapped to be part of this initiative because they bring the energy, creativity, and aspirations of today’s Filipino youth,” Secretary Dita Angara-Mathay said.
“As we host ASEAN, we hope to harness BINI’s influence to bring the message of the Philippine Chairship beyond the leaders’ table and into the hearts of a wider community of people.”
“As we host ASEAN, we hope to harness BINI’s influence to bring the message of the Philippine Chairship beyond the leaders’ table and into the hearts of a wider community of people connected by a shared purpose,” Angara-Mathay added.
BINI made history as the first all-Filipino girl group to perform at Coachella. The song was written by Ejay Yatco, Paw Castillo, and Moophs, and produced by Moophs. The music video was edited and produced by Mel Cortez and Lai Sison of the DOT.
BINI’s release follows SB19’s “Together in Motion,” the official song of the 49th ASEAN Summit and Related Summits, sung by SB19, also an official Philippine Tourism Ambassador, in support of the Chairship.
Tourism Philippines premiered its music video on October 3.
“Both groups were chosen for the hope and positivity they inspire among the communities that follow them.”
In previous statements, Angara-Mathay underscored that both groups were chosen for the hope and positivity they inspire among the communities that follow them. Through their music and voices, the two Filipino pop acts bring the message of the Philippine Chairship beyond the meeting rooms, fostering a deeper sense of connection and affinity among audiences whose lives they reach through their music.
The push for music fits the Chairship’s wider creative agenda. The Philippines is working to establish an ASEAN Center of Excellence for Creative Industries in Manila, an initiative Indonesia has publicly backed.
The 49th ASEAN Summit and Related Summits run from November 16 to 18 at the PICC in Pasay City.
“Sama-Sama Tayo” is now streaming on the DOT’s official social media accounts and YouTube channel.
