SM Mall of Asia

ALAMAT headlined the inaugural “Cheers Kitchenpalooza” as Cheers, the Filipino kitchen hygiene brand, brought the message of its “Cheers to Happymess” campaign to life at the SM Mall of Asia (MOA) Music Hall, highlighting how music can lift moods while doing kitchen chores. Grounded in the campaign’s idea that mess is proof of care and shared experiences, the event re-imagined the familiar spills, splatters, and kitchen chaos as meaningful moments of connection, celebration, and togetherness.

As Cheers’ first-ever public event under the campaign, Kitchenpalooza reflected the brand’s mission of turning everyday household moments into fun memories worth keeping. By pairing reliable kitchen hygiene products with music, the festival-style program made tidying up fun while creating interactive, family-friendly experiences that celebrated the joy in everyday kitchen routines.

The collaboration with ALAMAT embodied the idea of bringing music into household chores. Known for blending P-pop with multilingual storytelling with Filipino cultural pride, the six-member group infused the event with youthful energy. Earlier this year, ALAMAT released the upbeat, danceable “Happymess Anthem,” drawing on studies showing that listening to music can boost energy and make chores easy to handle.

Kitchenpalooza transformed that idea into an immersive experience through a variety of interactive activities. Guests explored themed zones, including AR reflex games, a craft station for personalized Cheers aprons, the plinko-style Happymess drop, and a human claw machine filled with treats. A life-sized refrigerator wall served as a photobooth for the brand’s growing Cheers’ community of “Messties,” giving attendees fun and festive keepsakes inspired by real Filipino kitchens.

The event highlighted how Filipino households often gather in the kitchen, where shared meals and preparations leave behind traces of flour, crumbs, spills, and used cookware. Through the campaign, Cheers encourages families to see these not as chores to hide but as signs of care, warmth, and time spent together.

During their performance, ALAMAT treated the audience to several crowd favorites, including “Day and Night” and “LuzViMinda.” They also took part in the Kitchenpalooza activities, joining fans in the booths, sharing stories about their favorite kitchen moments, and talking about how the “Happymess Anthem” reflects everyday Filipino experiences. 

“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 strong connection with young Filipinos—from students and young professionals to growing families—makes the collaboration a natural fit for blending music, culture, and the everyday moments that happen in the kitchen, which many consider the heart of the home.

“Cheers Kitchenpalooza was our way of bringing the ‘Cheers to Happymess’ campaign into the heart of the holiday season,” Mendaros added.“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.”

Cheers Kitchenpalooza ended with a reminder that the best memories are often made in moments of joyful imperfection, in the laughter, the shared cleanups, and the Happymess found in every Filipino kitchen.