Alan Shirahama as the Philippines’ Tourism Ambassador
Japanese-Filipino artist Alan Shirahama was appointed as the Philippines' tourism ambassador in 2023, aiming to promote the country’s culture, beauty, and heritage to a global audience. Through creative collaborations and personal storytelling, he serves as a cultural bridge between Japan and the Philippines, inspiring young travelers to explore the islands.
A Cultural Bridge Between Nations
Born in Japan to a Japanese father and a Filipina mother, Alan Shirahama is a living embodiment of cross-cultural identity. His appointment in February 2023 signaled a fresh and modern approach to promoting the Philippines as a vibrant destination, especially among the younger Japanese audience and Filipino diaspora in Japan.
Alan represents the best of both worlds — the rich Filipino warmth and spirit, and the precision and artistry of Japan. His star power, passion for culture, and personal connection to the Philippines make him an ideal ambassador.
This image was used for presentation purposes only and with the permission of DOT, Tokyo
Showcasing the Philippines Through a Global Lens
As tourism ambassador, Shirahama has taken part in a series of campaigns that highlight the Philippines’ unique attractions — from pristine beaches and historic landmarks to its rich culinary scene and world-famous festivals. But beyond the sights, the campaigns emphasize the heart of Filipino culture: its people.
This image was used for presentation purposes only and with the permission of DOT, Tokyo
Focus on Youth and Creative Industries
Shirahama’s influence among younger generations is key to the Department of Tourism’s renewed strategy. With his massive following in both Japan and Asia, he is seen as a powerful figure to inspire a new wave of tourists to discover the Philippines through dance, music, and digital storytelling.
This image was used for presentation purposes only and with the permission of DOT, Tokyo
A Personal Journey
For Shirahama, this role is more than just a campaign — it’s a personal journey of reconnection and rediscovery. Raised in Japan, he often shares stories about his Filipino roots and his close relationship with his mother’s side of the family. His mixed heritage has long been a source of pride, and now it has become the foundation of a larger mission: to connect cultures and inspire travel.
This image was used for presentation purposes only and with the permission of DOT, Tokyo
Looking Ahead
As global tourism recovers, the Philippines is positioning itself not only as a destination of beauty but as a country of deep cultural value and creative energy. With Alan Shirahama at the forefront, this new chapter in tourism promotion promises to be dynamic, heartfelt, and culturally resonant.
The campaign's official hashtag — #AlanExploresPH — continuously gaining traction across social media platforms, inviting fans to follow his journey and discover the beauty of the Philippines through his eyes.
This image was used for presentation purposes only and with the permission of DOT, Tokyo
More Than A Destination
Alan Shirahama’s appointment marked a bold and inclusive move for Philippine tourism. By celebrating multicultural identity and creative expression, this partnership not only attracts travelers but also strengthens cultural bonds between Japan and the Philippines.
And for Shirahama, the Philippines is more than a destination — it is home.
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