CLARK, PAMPANGA — In a strategic move to solidify the Philippines’ position as a top-tier destination for South Korean travelers, the Tourism Promotions Board (TPB) Philippines has officially appointed actors Kim Myung Soo and Choi Bo Min as its newest Tourism Ambassadors.
The partnership was formalized on December 14 during a ceremony at Consuelo by Chef Vince Garcia in Clark. TPB Chief Operating Officer Maria Margarita Montemayor Nograles joined the two stars in signing a Memorandum of Understanding (MOU), signaling a long-term commitment to promoting Philippine tourism ahead of the 2026 travel season.
A Focus on Authenticity
The selection of Kim and Choi marks a shift toward “authentic storytelling” in the country’s marketing efforts. Unlike traditional celebrity endorsements, both artists possess a documented history of visiting the Philippines and a publicly expressed affinity for Filipino culture.
“We noticed their sincere affection for the Philippines—the way they engage with our people, our food, and our everyday moments,” said COO Nograles. “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.”
During the ceremony, the ambassadors wore custom outfits by Filipino designer Avel Bacudio. The garments featured intricate embroidery of jeepneys and bahay kubos crafted from indigenous fabrics including piña, abaca, and inabel, showcasing local craftsmanship as a central part of the country’s tourism narrative.
Strengthening the Korean Market Connection
The strategic appointment is a direct response to the dominant role South Korea plays in the Philippine tourism economy. According to the latest data from the Department of Tourism (DOT), South Korea maintains its position as the country’s top source of international arrivals, commanding a significant market share of over 25 percent of all foreign tourist arrivals.
This partnership aims to build on the momentum of recent years, following 2023 statistics that saw approximately 1.45 million Korean visitors enter the Philippines. By leveraging the influence of these two stars, the TPB aims to sustain this growth and ensure the Philippines remains the preferred choice for Korean travelers seeking a mix of familiarity and new discovery.
A Showcase of Luxury, Sports, and Culture
The ambassadors’ curated experience in Clark served as a live demonstration of the Philippines’ diverse tourism offerings. Their itinerary highlighted the region’s growing reputation as a hub for sports and leisure, beginning with a high-profile appearance at the PUMA Half Marathon in Filinvest Mimosa. Joining 4,300 runners, the stars showcased Clark’s world-class infrastructure, characterized by wide roads and green landscapes that are ideal for international sports tourism.
The visit also focused on premium leisure and the country’s rich culinary heritage. The duo enjoyed the scenic fairways of the Beverly Place Golf Club before diving into an elevated gastronomic tour of Pampanga. By sampling traditional Kapampangan staples such as Sinigang na Baboy sa Gabi and Adobong Pusit, the stars helped shine a light on the region’s status as a premier culinary hotspot.
This blend of outdoor activity, smooth logistics, and cultural immersion was intentionally designed by the TPB to model the high-caliber itineraries now available for international travel groups and MICE (Meetings, Incentives, Conferences, and Exhibitions) participants.
A Vision for 2026
Looking back on the experience, Kim Myung Soo shared that the visit highlighted how welcoming the country truly is. “Clark is beautiful, easy to explore, and full of energy,” he noted. Choi Bo Min, who had previously spent time in the Philippines, added that he was surprised by how “peaceful and well-planned” the district appeared.
The TPB collaborated with Universal Records, GLXY, and Lookmedia to ensure the campaign’s messaging resonates across digital platforms in South Korea, leveraging the massive reach of Hallyu stars to drive 2026 bookings and share stories shaped by the warmth of Filipino hospitality.