CEBU CITY, Philippines — For Primetime King Coco Martin, the Sinulog Festival is more than just a grand fiesta; it is a powerful display of unity and unwavering faith.During the Sinulog 2026 weekend, the FPJ’s Batang Quiapo star visited the Queen City of the South not only to join the festivities but to lead the Next Generation Toyota Tamaraw Roadshow.

Coco Martin aboard the float off Toyota Team Cebu joins the Grand Parade, to the delight of the street crowd. (From Kalami Cebu)

A Tribute to Cebuano Faith

“Ramdam mo dito yung tibay ng loob at pananampalataya ng mga Cebuano,” Martin shared, noting how the massive crowds praying to the Sr. Sto. Niño inspire him.

The actor, a well-known devotee of the Black Nazarene, likened the perseverance of the Cebuano people to the "matibay" (durable) reputation of the Toyota Tamaraw. As the official ambassador for Toyota Motor Philippines (TMP), Coco has been traveling across the country—making stops in Cagayan de Oro, Tacloban, and Batangas—to connect with fans and MSME owners.

Eric Ong (leftmost) and his family receive the ceremonial key to their Tamaraw FX from Tamaraw Ambassador Coco Martin (in brown jacket) at the Toyota Mabolo showroom on Sinulog weekend.

Highlights: From Toyota Mabolo to the Grand Parade

Coco Martin’s Cebu itinerary was packed with fan engagement and community spirit:

• Showroom Visit: On Saturday, Coco met with media and customers at the Toyota Mabolo showroom.

• Mall Show: He thrilled crowds at a major Cebu mall with performances, trivia, and even a quick lesson in the Sinulog dance.

• Grand Parade Float: On Sunday, despite the unpredictable weather, Coco boarded the Next Generation Toyota Tamaraw float to greet the street crowds with the iconic cry of "Pit Senyor!"

Why the Next Gen Toyota Tamaraw is Winning Over Cebuano Entrepreneurs

The roadshow highlighted why the Tamaraw remains a favorite for micro, small, and medium enterprises (MSMEs) in the Philippines. Business owners cited three main reasons for choosing the new model: customizability, fuel efficiency, and affordability.

Real Stories from Tamaraw Owners:

• Construction & Logistics: Businessman Eric Ong recently added a Tamaraw FX AT to his fleet. He praised the Automatic Transmission—a first in its class—for being easier to drive while securing cargo for his construction business.

• Restaurant & Delivery: Marc and Christine Lin chose the Tamaraw FX for its "sturdy and reliable" build, perfect for their restaurant’s daily delivery needs.

• Coffee Industry: Entrepreneur Lester Alferez described it as the "perfect practical vehicle" for the demanding daily operations of a coffee shop.

New Specs and Colors

According to Toyota Mabolo, the FX is currently the only utility van in the Philippine market offering an automatic transmission. To keep the lineup fresh, Toyota has introduced striking new colors:

• Greyish Blue Metallic (Tamaraw FX DSL MT)

• Super Red (Tamaraw FX and Dropside variants)