SM City Cebu came alive on January 17, 2026, as Toyota Mabolo staged a special Sinulog celebration featuring Coco Martin in a live meet-and-greet for the Toyota Tamaraw Provincial Rounds. The first stop, Toyota Mabolo Cebu, Inc. dealership center which transformed into a vibrant gathering where Cebuano fans, loyal customers, and media partners came together to celebrate Filipino resilience, progress, and community.
Coco Martin opened his appearance by warmly greeting the crowd in Cebuano, instantly earning cheers and applause. "Maayong Hapon Toyota Mabolo! PIT SENYOR! Kamusta man mu diha? Masaya po akong makabalik sa Cebu at mas espesyal po ngayon dahil nandito tayo sa Toyota Mabolo. Maganda po ang pakiramdam na makasama ang isang brand na kilala sa tibay at tiwala, lalo na yung Toyota Tamaraw."
His words reflected both gratitude and admiration for Cebu's hospitality, setting a heartfelt tone for the afternoon.
During the showroom conversation, Coco shared how meaningful it was to see long-time supporters from his projects, “Ang Probinsyano” to “Batang Quiapo”, gathered in one place. "Sobrang nakakatuwa at nakakataba ng puso. Yung ganitong klase ng suporta, hindi mo talaga pwedeng balewalain. Inspirasyon ko kayo para ipagpatuloy ang paggawa ng mga kwentong may saysay at may puso. Tulad ng Next Generation Toyota Tamaraw, kayo yung lakas na nagtutulak para magpatuloy kahit mahirap, tuloy lang ang biyahe." His message connected the loyalty of his fans with the Next Generation Toyota Tamaraw's dependability.
When asked why he chose to become the ambassador of the Next Generation Toyota Tamaraw, he shared how he saw his own life reflected in the vehicle's identity. "Nag-YES ako kase nakita ko sa Next Generation Toyota Tamaraw ang sarili ko at ang kwento ng maraming Pilipino. Matatag, maaasahan, at hindi sumusuko sa trabaho. Lumaki akong sanay sa sipag at tiyaga, at yan din ang ipinapakita ng Tamaraw. hindi lang siya sasakyan–katuwang siya sa paghahanapbuhay, sa pamilya, at sa pag-abot ng mas magandang bukas."
He highlighted his favorite variants and upcoming conversions, emphasizing the Next Generation Toyota Tamaraw's versatility for different Filipino needs: "Malapit sa puso ko ang Tamaraw Utility Van dahil sobrang praktikal nito, lalo na sa negosyo at pang-araw-araw na biyahe. Gusto ko rin ang Tamaraw GL Dropside dahil versatile at pang-trabaho talaga. Nakaka-excite din yung mga bagong conversions tulad ng Camper Van, Ambulance, Patrol Van, at Ref Van patunay na kayang sabayan ng Tamaraw ang iba't ibang pangangailangan ng Pilipino, mapa-Cebu man o probinsya."
Before proceeding to SM Cebu he left a heartfelt message to Cebu customers at the Toyota Mabolo Lifestyle Center, "Maraming salamat sa inyong tiwala at mainit na pagtanggap. Inspirasyon kayo sa akin. Sana patuloy ninyong makita sa Tamaraw ang isang sasakyang hindi lang pang-trabaho, kundi kasangga sa pamilya at pangarap. Matatag, subok, at handang sumama sa inyo sa bawat hakbang ng pag-asenso."
Coco Martin greets the Cebuanos at SM City Cebu
The second event at SM Cebu delivered the most emotional and personal moment of the day. Coco addressed thousands of fans who have followed his journey for years. He shared how deeply proud he was to be chosen as the Next Generation Toyota Tamaraw endorser, connecting the vehicle's symbolism to his own identity.
"Sobra sobrang proud. Kase nung pinili ako na maging endorser ng Next Generation Toyota Tamaraw halos hindi ko maipaliwanag kung gaano ako kasaya sa manager ko kase nakita ko yung simbolo ng Toyota Tamaraw na 'di ba kapag sinabing tamaraw ang ibig sabihin nun lakas, kasipagan, at katibayan. 'Yun po kase ang pananaw ko sa ating buhay," shares Coco Martin.
He spoke openly about valuing hard work above all awards and proudly described himself as a hardworking Filipino who persevered for his family and dreams, "Hindi man ako kagwapuhan, hindi man ako katangkaran, hindi man ako maputi, pero isa lang ang maipagmamalaki ko, sabi ko masipag ako, matiyaga, at mapagmahal ako sa pamilya ko. Kaya lahat ng mga pangarap ko natupad, lagpas lagpas pa sa mga ipinagdasal ko."
Coco also shared that he personally owns a Next Generation Toyota Tamaraw Utility Van, which he now uses for business with Julia Montes. He praised its comfort, power, and design, proudly explaining how Filipinos love to personalize their vehicles because it represents character, ambition, and identity.
He encouraged Filipinos to use the Next Generation Toyota Tamaraw as a tool for entrepreneurship and progress. "Gusto kong magtayo ng restaurant pero dahil malaki ang puhunan, sabi ko bakit hindi tayo bumili ng Toyota Tamaraw at kung ano ang maisip nating negosyo o ibenta, yun ang idesenyo natin."
Coco then reflected on his journey since 2005, recalling years of struggle as an extra and supporting actor. He credited his success to perseverance, patience, and faith in hard work, drawing a parallel between his story and the Next Generation Toyota Tamaraw's reliability through hardships.
He concluded with a strong endorsement of Toyota's commitment to Filipinos, stating that Toyota continues to improve its vehicles to match the evolving needs of the people while remaining strong, dependable, and built to last.
A Sinulog celebration of Filipino strength
Toyota Mabolo's twin Cebu events proved that the Next Generation Toyota Tamaraw is not only a vehicle but a symbol of Filipino resilience. Through Coco Martin's story, Cebuanos witnessed how hard work, humility, and determination can transform dreams into reality.
The Sinulog celebration ended not only with cheers and photos, but with a renewed sense of pride in Filipino strength, reliability, and the belief that with the right partner on the road, every dream remains possible.
Know more about the Toyota Tamaraw through their Facebook, Instagram, and TikTok: @officialtoyotaph.