Mobile Legends: Bang Bang (MLBB), is kicking off its Summer Break campaign with a pop culture collaboration featuring the iconic SexBomb Girls, transforming one of the most recognisable Filipino dance moments into an interactive in-game experience.
A defining force in Filipino pop culture, the SexBomb Girls rose to prominence in the early 2000s through their daily television presence, becoming a nationwide phenomenon whose songs, dance moves, and catchphrases were woven into everyday life. More than popularising the catchphrase "Get, Get, Aw," the group has often been described as having "raised a generation" after turning simple choreography into shared cultural experiences long before the age of social media.
Much like the SexBomb Girls in their time, MLBB has become a cultural mainstay in the Philippines, shaping how millions connect, compete, and express themselves in the digital space. This year, as the game celebrates its 10th anniversary, MLBB continues to expand its role beyond gameplay, evolving into a platform that brings communities together, amplifies local culture, and creates shared experiences that resonate across generations.
At the heart of the campaign is the launch of the "Get, Get, Aw!" Battle Emote, inspired by the group's signature moves and energy. Available for free through a limited-time login event from April 5 to 19, the emote invites players to express themselves in-game while celebrating a nostalgic piece of Filipino pop culture.
Anchored on a community milestone challenge targeting 12 million emote claims, the initiative aims to make the "Get, Get, Aw!" emote one of the most widely claimed emotes in MLBB Philippines history, unlocking tiered rewards and encouraging mass participation. As part of MLBB's preparatory activities leading up to its 10th anniversary, the campaign showcases the brand's ability to merge global gaming experiences with local cultural icons.
Jay Wang, Head of Publishing, Philippines, at MOONTON Games, said: "At MLBB, we're always looking for ways to make the game feel more meaningful and closer to our players. Partnering with the SexBomb Girls allows us to bring a familiar and well-loved part of Filipino culture into the game in a way that feels fun and authentic. We hope this gives Filipino players a new way to express themselves, while also showing how gaming can bring people, culture, and shared experiences together."
SexBomb Energy Enters the Land of Dawn
The campaign features SexBomb members Aira Bermudez, Rochelle Pangilinan, and Mhyca Bautista, bringing their personalities and signature energy directly into the MLBB universe.
A reimagined version of the group's popular track "Halukay Ube", adapted with MLBB-themed elements, serves as the campaign's main music video. Watch the music video here:
Facebook: https://www.facebook.com/share/v/1AxSAYiHGA/?mibextid=wwXIfr
Instagram: https://www.instagram.com/reel/DWviMn9jRhA/?igsh=MTRhMTRjdjYwdXh0OA==
TikTok: https://vt.tiktok.com/ZSHDSQndt/
YouTube: https://youtu.be/hvottxom9Ag?si=Dc0NrOjckEzbttFF
The campaign is supported by a series of in-game activities designed to reward both new and active players. From April 5 to 18, players can participate in the Free Elite Skin Event, where they can earn a free Elite skin through login and match participation. This is complemented by the free "Get, Get, Aw!" Emote Event running from April 5 to 19, where players can unlock the campaign's core reward by logging in for five days.
Additionally, the Battle Privilege Event from April 9 to 12 offers free hero and skin trials across select game modes, enhancing gameplay access during the campaign period. As the community progresses toward the campaign milestone, additional rewards will also be unlocked, including exclusive merchandise, signed collectibles, and in-game prizes such as skins and MLBB Diamonds.
As MLBB builds toward its 10th anniversary, the collaboration with the SexBomb Girls reflects the game's continued evolution as a platform that goes beyond gameplay. MLBB has become a platform to bring together culture, community, and shared experiences. By transforming a familiar Filipino pop culture moment into an interactive format, MLBB continues to demonstrate how gaming can create meaningful connections for players while opening new possibilities for culturally relevant partnerships.
MLBB Collaboration: A Love Letter to Filipino Women
For Rochelle, the collaboration represents more than just a creative refresh. Working with MLBB marks a meaningful milestone in the group's journey.
"Malaking bagay ito para sa amin. Para itong patunay na naka-cross na kami sa bagong generation. Dati, kilala kami ng Batang '90s, pero ngayon, nakakatuwa na pati ang younger audience ay nakakakilala at nakaka-relate na rin sa amin."
("This is a significant milestone for us. It serves as proof that we've reached a new generation. We were once known mainly by the '90s crowd, but now it's truly rewarding to see a younger audience recognizing and connecting with us as well.")
This renewed connection with a younger audience also reflects a deeper, more personal journey for Rochelle. In a Facebook post, she opened up about how the collaboration became an unexpected turning point—one that challenged her own perceptions of age and opportunity:
In a Facebook post, Rochelle shared how the collaboration with MLBB has empowered women like her. "At 40… akala ko tapos na ang mga 'firsts.' Pero hindi pala. Doon pa kami napasama sa Mobile Legends: Bang Bang, doon pa mas nagbukas ang mga oportunidad. Kumbaga, gising 'to sa mga babae—na akala mo pag tumanda ka, mag-stop na ang lahat. Na 'nanay ka na lang'… pero hindi. Madami pang naghihintay para sa'yo. Sa akin, isa lang lagi ang dasal ko—na maging channel of blessing ako sa iba, at nangyari lahat. Hindi hadlang ang edad. Life begins at 40.”
Building on this, Rochelle shared that the group hopes their story resonates beyond the collaboration itself. At its core, their message is simple: age should never be a limitation. There may be moments when it feels like opportunities have passed, but life has a way of opening new doors when you least expect it
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