For generations of Filipinos, Mabuhay Magazine was more than reading material at 30,000 feet. It was a companion to a balikbayan coming home, a guide for travelers, and a symbol of national pride.
The storytelling of Filipino culture continues as Philippine Airlines (PAL), the country’s flag carrier, reimagines its inflight magazine for the global Filipino traveler. Held at the historic Blackbird restaurant at Nielson Tower, the original terminal building of the first Manila International Airport, the Mabuhay relaunch was a look back at PAL’s 84-year history and future.
The event wasn’t just held to reintroduce the magazine, which stopped printing during the pandemic, but to celebrate what has long captured the essence of Filipino travel, culture, and hospitality. It unfolded in two parts: an afternoon tea trade launch where advertising and partnership opportunities were presented to industry leaders and brand partners, followed by a celebratory after-party in the evening, which brought together PAL executives, tourism officials, creatives, and media partners.
With Pauline Juan and Erwin Romulo as co-editors-in-chief, the publication ushers in a fresh editorial direction that blends cultural insight with contemporary storytelling. Graphic artist Raxene Maniquiz illustrated the cover, inspired by National Artist for Visual Arts Larry Alcala‘s legendary “Slice of Life” illustrations that depict unique aspects of everyday life in the Philippines.
For the maiden, post-pandemic issue, Pauline (former editor of Preview) and Erwin (former editor of Esquire PH) put together a thematic collection of stories, “a collaborative effort from some of the Philippines’ finest creatives.”
In this issue, “Homecoming” becomes both a destination and metaphor. It is the OFW stepping into the arrivals hall after years abroad; the artist returning to familiar streets that now feel foreign; the traveler rediscovering the country’s islands with new eyes. It is also the realization that home is not fixed—it is shaped by memory and love, music and food.
The editors write in their note, “To celebrate Mabuhay’s return, our stories are about all the different ways we come back to the Philippines. Is it always a place? Or is it a feeling, something you hold onto and recreate despite time or distance? As Pinoys, our sense of home is what we enjoyed eating in our childhoods, perhaps what we first cooked ourselves, or even the meals we prepare for those we love. After all, in a Filipino home, the act of cooking is a legacy to bequeath, the act of eating is a cherished ritual.”
Fernand Yoshio P. Yoshida, AVP – Product and Service Management; Alvin Miranda; Romeo C. Javier, AVP – Go To Market; Jed Menes, Manager-Touchpoints & Channel
Mabuhay will showcase compelling travel narratives, design-driven visuals, and inspiring stories that align with Philippine Airlines’ commitment to excellence both in the skies and on the ground. Most importantly, it aims to be a platform that features stories of Filipino excellence globally highlighting the achievements, innovations, and memorable journeys of Filipinos around the world, and serving as a source of pride for the nation’s diaspora.
“This relaunch reflects Mabuhay’s reinvention,” said Alvin Miranda, PAL’s Vice President for Marketing. “The magazine continues to be a trusted companion onboard, but it now also serves as a bridge for brands, destinations, and people who share our passion for travel and the Filipino way of hospitality.
Looking ahead to 2026, Mabuhay Magazine is set to explore more stories that bring Filipinos together across the globe with a series of thoughtfully curated themes and guest editors. The first quarter kicks off with the History Issue, coinciding with Philippine Airlines’ 85th anniversary, and will be guest-edited by economist and historian Robby Galang. The second quarter celebrates beauty in all its forms with the Beauty and Wellness Issue, led by Raissa Gerona, Chief Brand Officer of Revolve and FRWD. Come third quarter, adventure will the highlight of The Great Outdoors Issue, with sustainability advocate and Gobi Partners head Carlo Chen Delantar. Rounding off the year is the Connection Issue, guest-edited by celebrated photographer and CCP awardee Geloy Concepcion.
Mabuhay Magazine has been a symbol of discovery for travelers flying with PAL, offering a curated window into the Philippines and beyond. Its relaunch reimagines the magazine for today’s traveler: modern, global, and deeply connected to the Filipino spirit.
Beyond print, Mabuhay now expands its reach through digital and multimedia platforms, including the airline’s inflight entertainment system and PAL lounges, providing advertisers and partners with dynamic storytelling and integrated brand visibility opportunities.
With its refreshed design and editorial direction, Mabuhay Magazine continues to live up to its name: a celebration of life, travel, and all things distinctly Filipino.
For advertising and partnership inquiries, contact KBYO Media, the exclusive sales partner of Mabuhay Magazine, at info@kbyo.ph.
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