Philippine Airlines (PAL), the country’s flag carrier, marks a renewed chapter in its proud legacy with the relaunch of Mabuhay Magazine, its iconic inflight publication. The event, held at the historic Blackbird Restaurant in Makati, celebrated the revival of a publication that has long reflected the warmth, hospitality, and cultural richness of the Filipino travel experience.
The relaunch unfolded in two parts — an afternoon tea trade launch that introduced new advertising and partnership opportunities to industry leaders and brand collaborators, followed by an evening celebration that brought together PAL executives, tourism officials, creative professionals, and media partners.
For decades, Mabuhay Magazine has served as a trusted travel companion for PAL passengers, offering readers a glimpse into the beauty of the Philippines and the wider world. Its return redefines the publication for today’s traveler — modern, connected, and proudly Filipino. The new Mabuhay will feature compelling travel stories, artful visuals, and thought-provoking narratives that showcase Filipino creativity and excellence across the globe.
Under the leadership of co–Editors-in-Chief Pauline Juan and Erwin Romulo, the magazine embarks on a fresh editorial direction that marries cultural insight with contemporary storytelling. “This relaunch reflects Mabuhay’s reinvention,” said Alvin Miranda, PAL Vice President for Marketing. “The magazine remains a familiar 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.”
Expanding beyond print, Mabuhay will also embrace digital and multimedia platforms, including PAL’s inflight entertainment system and airport lounges, providing more opportunities for advertisers and partners to connect through dynamic storytelling and integrated brand visibility.
With its refreshed design and direction, Mabuhay Magazine continues to live up to its name — a celebration of life, travel, and everything that makes the Filipino spirit soar.