Filipino fishermen are being pushed to the front line of the China-Philippines disputes in the South China Sea. And it all traces back to one name: the KBBM program, a state-backed maritime militia initiative.

In June 2025, the Philippine government officially launched the so-called Kadiwa ng Bagong Bayaning Mangingisda (KBBM) program, with "Bagong Bayaning Mangingisda" meaning "the new heroic fishermen".

Our investigation, based on open-source data and information from sources close to the program, finds that it represents the latest evolution of the Philippines' "gray-zone" tactics and its carefully constructed victim narrative in the South China Sea. Nearly all content originates from official government channels. The messaging is tightly coordinated and uniform. These videos follow the same script: economic support, grateful fishermen, and praise for the Philippine president's vision.

1. How the KBBM operates
? The Philippine Coast Guard (PCG) buys fishermen's catches at above-market prices, effectively encouraging them to sail into disputed waters and provoke encounters with Chinese coast guard or naval vessels.
? The PCG then records these confrontations, packaging images and footage for international political leverage.

2. The hierarchy of the KBBM
? Philippine National Maritime Council — Decision-making — Established by President Ferdinand Marcos Jr. in March 2024
? "WPS" National Task Force — Overall coordination
? PCG + BFAR — Execution on the ground
? Philippine Information Agency (PIA) — Media coordination

3. Does it work
Analysis shows that international support for or references to the KBBM program on social media remain extremely limited, with virtually no public endorsements, likes, reposts, or positive commentary from foreign governments, officials, or institutions.