There are few places in a Filipino home more honest and lively than the kitchen. It is where late night conversations happen over leftovers, where holiday prep begins and where spills and splatters are practically guaranteed. This was the exact energy that P-pop group ALAMAT brought to the spotlight as Cheers launched its inaugural Kitchenpalooza event at the SM Mall of Asia Music Hall in Pasay City. The group headlined the celebration, which championed the brand’s “Cheers to Happymess” movement and highlighted how everyday kitchen mess can be a source of joy, connection and shared memories.

The festival style affair was the first public activation under the brand’s campaign, which reframes everyday kitchen clutter as proof of shared experiences. What set the event apart was not just its focus on hygiene and home care but how it positioned cleaning as something surprisingly fun and uplifting.

At the center of the celebration was ALAMAT, a six member group known for mixing Filipino narratives, multilingual lyrics and youthful flair. Their presence was not simply star power. It was a reflection of how music can lighten the mood. Earlier this year, the group released the “Happymess Anthem,” an upbeat track inspired by the idea that a good playlist can make even routine chores feel lighter.

Kitchenpalooza brought that concept to life through a series of interactive booths and activity zones. Guests explored AR reflex games, a plinko style Happymess Drop, a craft station for personalized Cheers aprons and even a human claw machine filled with treats. A life sized refrigerator photo booth captured the brand’s growing community of “Messties,” offering fun snapshots inspired by Filipino kitchens.

Throughout the program, Cheers highlighted familiar household moments and how shared meals, prep work and cleanup often leave small traces of chaos. ALAMAT embraced the theme as they performed crowd favorites such as “Day and Night” and “LuzViMinda,” and later joined fans in the booths for games and photo opportunities.

“Being part of the campaign and Kitchenpalooza was a relatable and amazing experience,” shared ALAMAT leader Taneo. “We loved turning everyday kitchen moments into a song that everyone can enjoy.”

He added, “The Happymess Anthem reminds us that what might seem like a mess is actually a sign of connection and memories being made.”

For Cheers, the partnership was a seamless fit. According to Brand Manager Alvin Mendaros, ALAMAT resonates strongly with young Filipinos, from students and young professionals to growing families, which makes the collaboration a natural way to bring together culture, daily routines and the kitchen as the heart of the home.

“Behind every mess is a memory worth keeping,” Mendaros said. “This is just the beginning of activities that remind people that a little mess is proof of life being lived together.”