Toyota Motor Philippines (TMP) added star power to this year’s Sinulog Festival as it welcomed actor and filmmaker Coco Martin to Cebu City during the annual celebration, underscoring the company’s support for local traditions and community engagement.

Festival-goers got a chance to see Coco Martin up close as he joined the Sinulog weekend activities, bringing energy to one of the country’s most vibrant religious and cultural events. For the actor, Sinulog is more than a fiesta, describing it as a time for unity, prayer, and shared faith.

“Ramdam mo dito yung tibay ng loob at pananampalataya ng mga Cebuano,” he said during his visit. (You feel the Cebuanos’ inner strength and faith.)

TMP also aligned Coco Martin’s visit with the Next Generation Toyota Tamaraw Roadshow, timed to coincide with Sinulog, to connect with Cebuano devotees. As the Tamaraw Next Generation ambassador, the actor has been visiting cities nationwide to engage customers and fans, with Cebu City marking his fourth stop following Cagayan de Oro, Tacloban, and Marilao, Batangas.

Throughout the weekend, Coco Martin participated in a meet-and-greet with Toyota Tamaraw customers at the Toyota Mabolo showroom, entertained mallgoers with performances and games, and even tried the steps of the traditional Sinulog dance. The visit culminated with his participation in the Sinulog Grand Parade aboard a Next Generation Toyota Tamaraw float organized by Toyota Team Cebu.

Launched in 2024, the Next Generation Toyota Tamaraw utility van has gained popularity among micro, small, and medium enterprises (MSMEs) for its durability, fuel efficiency, and flexible design options. TMP positions the model as a practical mobility solution supporting small businesses and everyday operations nationwide.

As part of the Cebu stop, select customers also received ceremonial keys to their new Tamaraw vehicles from Coco Martin, marking both a business milestone and a festive highlight during Sinulog weekend.