Mabuhay is a Filipino greeting, usually expressed as Mabuhay!, which literally means "long live". The term is also occasionally used for toasts during celebrations to mean "cheers". It is similar to the Hawaiian expression "aloha". A more modern appropriation of the greeting is its use 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 Philippine Airlines, as well as its frequent-flyer program.