Filipino pop sensation ALAMAT took center stage at the inaugural Cheers Kitchenpalooza event, bringing their high-energy performances and “Happymess” message to an enthusiastic crowd at the SM Mall of Asia (MOA) Music Hall earlier this month.
Organized by local kitchen hygiene brand Cheers as part of its “Cheers to Happymess” campaign, Kitchenpalooza aimed to celebrate everyday kitchen moments through music, interactive activities, and family-friendly experiences. The event reimagined kitchen spills and chores as joyful occasions, transforming regular household routines into opportunities for connection and celebration.
As brand ambassadors for Cheers, ALAMAT energized attendees with a dynamic set that included fan favorites such as “Day and Night” and “LuzViMinda,” alongside the campaign’s title track, “Happymess Anthem.” Fans — known collectively as Magiliw — responded enthusiastically, singing along and participating in programmed activities like themed game zones and photo booths.
According to ALAMAT’s members, the collaboration with Cheers was a natural fit because it aligned with their long-standing advocacy of Filipino culture and shared experiences. The group, known for blending P-pop with elements of local languages and cultural pride, said the campaign’s emphasis on finding joy in everyday life resonated with their message.
During the event, members also mingled with fans, took part in interactive challenges, and shared personal anecdotes about memorable moments in their own kitchens, reinforcing the campaign’s theme that messes often translate to meaningful memories.
Cheers’ marketing team noted that Kitchenpalooza was designed not just as a music showcase but as an immersive experience that combined the brand’s products with community engagement and entertainment. By pairing hygiene solutions with upbeat performances, the event underscored how daily chores can be uplifting when approached with the right spirit.
ALAMAT’s appearance at Kitchenpalooza marked one of their major engagements this holiday season, drawing attention to both their latest music and their continued role in promoting Filipino identity through pop culture
