Mabuhay (lit. 'to live') is a Filipino greeting, usually expressed as Mabuhay!, which means "long live!". The term is also occasionally used for toasts during celebrations to mean "cheers". It is similar to the Hawaiʻian expression "aloha". It is used in the local hospitality industry to welcome guests, a practice rooted in a 1993 campaign launched by restaurateur Rod Ongpauco to more uniquely welcome foreign visitors to the Philippines. Mabuhay is also the name of the inflight magazine published by flag-carrier, Philippine Airlines, as well as its frequent-flyer program.

Historical

The word itself has been recorded as a salutation at least early as 1930, when General Douglas MacArthur was sent off amid shouts of “Mabuhay!” In 1941, the Rotarian noted local chapters using it in conveying well wishes to the service organisation. In February 1973, a big cloth sign saying “Mabuhay, Maj. Bob Peel” welcomed released North Vietnam prisoner-of-war, U.S. airman Robert D. Peel, as he stopped by the country as part of Operation Homecoming.

Current usage

The word is otherwise used in its more traditional form as a cheer, especially during celebrations in a variety of contexts:

Viva

The Spanish equivalent Viva is a special use case, as it is today almost always found in religious contexts. It is specifically part of acclamations directed to a patron saint or God during community feast days and assemblies (e.g., “¡Viva, Señor Santo Niño!” “¡Viva, Poóng Jesús Nazareno!”)

Cognates

A number of other Philippine languages have phrases that are cognates of “Mabuhay”. The Bisayan languages, for example, use the term "Mabuhi", while Kapampangans have the phrase "Luid ka".