ALAMAT have teamed up with Cheers for the Filipino kitchen-hygiene brand’s first-ever Kitchenpalooza, an interactive experience aimed at making everyday Filipino kitchen moments and cleaning more fun, uplifting, and worth celebrating through music.
Held at the SM Mall of Asia Music Hall on November 29, 2025, the six-member P-pop group headlined the event as part of the brand’s ‘Cheers to Happymess’ campaign. The initiative highlighted the power of music to uplift moods and emotions while tackling rigorous — and sometimes daunting — kitchen chores. It emphasized that mess is a sign of care and shared experiences, with splatters, spills, and kitchen chaos reflecting meaningful moments of connection and unity.
Courtesy of Cheers
The festival-style program created an interactive, family-friendly experience powered by collaboration with ALAMAT. Earlier this year, the group released the infectious dance track “Happymess Anthem.” The campaign draws from scientific studies showing that listening to music can energize people and make doing chores easier.
During their set, ALAMAT treated the Magiliw and attendees with performances of their fan-favorite tracks such as “Day and Night” and “LuzViMinda,” which is part of their debut album, DESTINO.
Courtesy of Cheers
Through immersive experiences and interactive activities, guests got to explore themed zones such as augmented reality (AR) reflex games, personalized Cheers aprons, and a human claw machine, among others. Meanwhile, a life-size refrigerator wall served as a photo booth for the brand’s community, known as the “Messties.” ALAMAT also participated in these activities, joining fans at the booths, sharing stories about their favorite kitchen moments, and talking about how the campaign anthem reflects the lives of everyday Filipinos.
Courtesy of Cheers
“Being part of the campaign and Kitchenpalooza was a relatable and amazing experience,” said ALAMAT leader Taneo. “We loved turning the everyday moments in the kitchen into a song that everyone can enjoy. It’s about celebrating cooking moments that bring families together.”
Additionally, Alvin Mendaros, Brand Manager of Cheers, shared the group’s strong connection with young Filipinos — from students to young professionals — and how the collaboration is a natural fit for blending music and culture.