Manila, Philippines — Filipino kitchen hygiene brand Cheers hosted its inaugural ‘Kitchenpalooza’ at the SM Mall of Asia Music Hall on December 1, with P-pop group ALAMAT headlining the event. The festival-style programme brought the brand’s ‘Cheers to Happymess’ campaign to life, emphasising how music can make kitchen chores more enjoyable.
The campaign also centres on the idea that everyday kitchen messes, spills, splatters, and flour traces are evidence of care and shared family experiences. Kitchenpalooza translated this concept into an interactive experience for attendees, combining music, hygiene products, and activities to highlight the joy in routine household moments.
Known for blending P-pop with multilingual storytelling, the six-member group ALAMAT performed several popular tracks, including ‘Day and Night’ and ‘LuzViMinda’. They also participated in event activities, which included AR reflex games, a craft station for personalised Cheers aprons, a plinko-style ‘Happymess drop’, a human claw machine with treats, and a life-sized refrigerator photobooth for the brand’s community of “Messties.”
“Being part of the campaign and Kitchenpalooza was a relatable and amazing experience,” said Taneo, leader of ALAMAT. “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.”
He added, “Partnering with Cheers felt very natural. The Happymess Anthem reminds us that what might seem like a mess is actually a sign of connection and memories being made. Every spilled ingredient or sticky plate is part of the story of togetherness.”
Alvin Mendaros, brand manager of Cheers, said ALAMAT’s appeal among young Filipinos made the collaboration suitable for combining music, culture, and everyday kitchen moments. “Cheers Kitchenpalooza was our way of bringing the ‘Cheers to Happymess’ campaign into the heart of the holiday season,” he said.
“Behind every mess is a memory worth keeping. Cheers has always been more than a kitchen hygiene partner. We hope to be part of the real, unscripted moments that matter. This is just the beginning of activities that remind people that a little mess is proof of life being lived together,” added Alvin.
It was in July this year that the P-POP group and the company launched the ‘Happymess Anthem’ campaign.
The event highlighted the central role of kitchens in Filipino households, where shared meals and cooking activities often leave traces of everyday life. Cheers said the campaign, and ‘Kitchenpalooza’ aims to encourage families to view such moments not as chores to hide, but as opportunities for connection, celebration, and togetherness.
