Korean superstars deepen ties with PHL as tourism ambassadors

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CLARK, PAMPANGA – As part of a longer-term strategy to deepen engagement with the Korean market heading into 2026, the Tourism Promotions Board (TPB) Philippines has named South Korean artists Kim Myung Soo and Choi Bo Min as its newest Tourism Ambassadors.

The appointment reflects TPB’s evolving approach to influencer and ambassador partnerships—one grounded in authenticity, sustained storytelling, and genuine affinity for the Philippines.

The appointment was formalized on December 14 during a Kapampangan lunch at Consuelo by Chef Vince Garcia, where TPB Chief Operating Officer Maria Margarita Montemayor Nograles joined Kim Myung Soo and Choi Bo Min in signing a Memorandum of Understanding (MOU) that marks the beginning of their commitment to promote the country as an aspirational destination for Korean visitors.

Both artists were selected not just for their reach, but for their long-standing personal connection to the country. With ongoing projects in the Philippines, frequent visits, and their publicly expressed affection for Filipino culture and hospitality, Myung Soo and Bo Min embody the kind of organic connection TPB seeks to build with priority markets such as Korea. Their two-day curated experience in Clark, Pampanga—designed by TPB—served as a natural extension of that relationship, highlighting warm-weather escapes, outdoor pursuits, and culturally rooted experiences tailored for Korean travelers.

The Korean stars wore custom outfits by Filipino designer Avel Bacudio, featuring embroidery of jeepneys, the bahay kubo, and street vendors, crafted from hand woven abaca, piña, silk cocoon, and inabel. Echoing Bacudio’s distinctive Filipino tribute style seen in his 2025 SEA Games designs, the looks celebrate local talent, heritage, and craftsmanship as part of the country’s tourism story.

COO Nograles welcomed the stars and emphasized the significance of their mission. “Kim Myung Soo and Choi Bo Min embody the kind of travel values that resonate deeply with today’s Korean visitors—connection, balance, and genuine cultural experience,” said Nograles.

“Over time, we noticed their sincere affection for the Philippines—the way they engage with our people, our food, and our everyday moments. That genuine connection is what made them natural TPB Tourism Ambassadors. They approach travel with curiosity and openness, allowing audiences to see the Philippines not just as a destination to visit, but as a place to truly experience and return to. Through this partnership, we hope to share stories that feel lived-in and sincere—moments shaped by our culture, our communities, and the warmth that defines travel in the Philippines.”

A preview of warm-weather travel

The Ambassadors’ experience began on December 13 with an early-morning tee off at Beverly Place Golf Club, set against wide fairways and clear skies that highlight Pampanga’s appeal for outdoor leisure. After settling in at Swissôtel Clark, they spent the afternoon exploring the city at their own pace, enjoying its unhurried atmosphere and the ease of a district where everything feels close and well-connected.

On December 14, the stars joined 4,300 runners at the PUMA Half Marathon in Filinvest Mimosa, appearing onstage during the race opening ceremony and later greeting fans at the TPB booth. Their presence added excitement to the event and showcased Clark’s growing reputation as a destination for international sports tourism, supported by its wide roads, green landscapes, and efficient event staging.

Looking back on the experience, Kim Myung Soo shared that the visit highlighted how welcoming and inspiring the Philippines truly is. “Clark is beautiful, easy to explore, and full of energy. I felt the warmth of the people everywhere we went, and

I’m grateful for the chance to share that feeling with my fans in Korea.”

For Choi Bo Min, who had previously spent time in the Philippines, this trip carried a sense of familiarity. “I’ve visited before, and being back brought that same welcoming feeling. Clark was a new discovery, and I was surprised by how peaceful, friendly, and well-planned it is. I hope many Koreans can come and feel the same warmth I did.”

The visit culminated in a gastronomic experience featuring elevated Filipino dishes such as Pakbet, Sinigang na Baboy sa Gabi, Derang Manuk, Adobong Pusit, Lechon Kawali, and the quintessential Kapampangan pairing of Fried Hito with Buro. Their lunch brings to life Pampanga’s reputation as one of the Philippines’ culinary hotspots, offering flavors rooted in comfort, heritage, and refined preparation.

Creating world-class, curated itineraries

Myung Soo and Bo Min’s Philippine experience was intentionally crafted as a demonstration of the high-caliber itineraries TPB develops for visiting delegations, travel groups, and MICE participants. By blending outdoor sports, premium dining, smooth logistics, and heartfelt hospitality, TPB showcased Clark’s capability to host international groups seeking both efficiency and memorable cultural immersion.

The initiative also reflects TPB’s broader approach to tourism promotion—one that values strong partnerships with creative and industry leaders. Working alongside collaborators such as Universal Records and GLXY, and in coordination with Lookmedia led by CEO Jeon Byoung Sang, TPB ensures that campaigns are supported by thoughtful storytelling, high-quality content, and aligned messaging. These partnerships help translate destination experiences into narratives that resonate across markets, extending the Philippines’ reach through platforms that audiences trust and engage with.