At the latest edition of Curious X, held on June 20 at Gallio Events Hall, Manila’s nightlife scene became a meeting point for cultural exchange. Fueled by DJ sets from both homegrown and international talents, alongside a shared energy of openness, the event transformed a typical night out into something far more intentional: a cross-cultural club experience where curiosity was the main act.
Curated by IQOS as part of its Forever Curious campaign, the experience doubled as a launchpad for a broader initiative that reimagines how adult audiences engage with culture. With music at its core, the campaign invites legal-age nicotine users to explore alternatives, mirroring how club culture constantly evolves by embracing new sounds, influences and communities. By positioning itself as a platform for transformation rather than finality, IQOS creates space for experimentation, not just in habits but in how we connect through shared experiences.
A Global Lineup, A Local Pulse
The evening’s lineup served as a dynamic showcase of cross-cultural exchange on the dance floor. Headlining the event was BEAUZ, the LA-based DJ duo celebrated for blending Western EDM sensibilities with Eastern melodic influences. Their set featured cinematic build-ups and genre-fluid drops that kept the energy high. They were followed by Singapore’s Rave Republic, whose high-octane performance bridged commercial house, pop, and surprise mashups.
Representing Manila’s own club circuit, Eli Cicada delivered a more introspective set—layered and textural, bringing a sense of narrative to the night. Tolo Marvelous and Jazz Zamora closed with a commanding back-to-back performance, fusing hip-hop, Afrobeat, and techno. The result was a reminder that Manila’s electronic scene holds its own in the global conversation while continuing to amplify homegrown voices from the underground.
Curiosity as Culture
Beyond the music, Curious X marked the next phase of a broader movement. The event followed a growing list of initiatives, including the Stay Curious series led by IQOS Curiosity Setters, a culinary collaboration with acclaimed chef Josh Boutwood, and a recent creative gathering with Billboard Philippines that brought together musicians and Filipino rock band Sandwich.
Each of these touchpoints reflects a clear through-line: creating platforms that invite legal-age adult users to engage with culture in progressive ways. In a landscape where convenience often overrides depth, Curious X offers a slower, more deliberate space for exploration. It doesn’t ask what we consume, but how we engage—and who we choose to experience it with.
As IQOS continues to expand its cultural footprint, initiatives like Curious X show that curiosity is a driving force for meaningful change. Whether through music, style, or shared experiences, it’s the mindset that encourages us to look past old routines and imagine new ways of connecting, creating, and moving forward.
For more information, visit iqos.com.ph.
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