Seo In Guk
Shortly after being named the new celebrity tourism ambassador for the Philippines, South Korean singer-songwriter and actor Seo In Guk visited the world-renowned Boracay Island in Malay, Aklan, marking his first experience on the picturesque shores.
During the weekend, Seo In Guk was visibly captivated by the stunning beauty that has made Boracay one of the top island destinations globally. His activities included a round of golf, enjoying the gentle sunset breeze aboard a yacht, and greeting his Filipino fans during boat tours. He also indulged in local culinary delights, tried famous dishes such as sinigang and sisig, and experienced the famed crystal kayak activity along the shores of Station 1.
“Thank you and it feels very nice. It is an honor for me to be on this stage. Being a representative and promoter of one country is a big responsibility. I want to thank everyone for making this happen for me, and I want to say that I will give back all the love you gave to me, and I will be someone who promotes the Philippines to others in the future. Thank you very much. Mahal ko kayo,” he said.
To recall, Seo In Guk, a beloved figure in the South Korean entertainment landscape, officially partnered with the Department of Tourism (DOT) by signing a Memorandum of Understanding (MOU) with secretary Christina Garcia Frasco last Friday (Feb. 21), Tourism Promotions Board (TPB) chief operating officer Maria Margarita Montemayor Nograles and Neocolors Production and Advertising Inc. president and CEO Dr. Christine Daguno-Canoy as witnesses.
This one-year agreement will allow him to promote the Philippines to the South Korean market and fans worldwide.
As the new tourism ambassador, Seo In Guk is set to enhance the Philippines’ visibility as a travel destination. His role includes participating in promotional events, sharing experiences on social media, and attending various press engagements. He may also participate in official events organized by the TPB in the Philippines and South Korea.
In a heartfelt message before the media during the signing ceremony held at the DOT Central Office in Makati City, the South Korean star expressed his love for the Philippines.
For her part, Frasco expressed gratitude to the celebrity, noting that the partnership will further strengthen South Korea’s and the Philippines’ ties.
“We are very honored to be in the presence of a beloved man worldwide for his vast talent, endless creativity, and his evident love for the Philippines. We are delighted to formally welcome Seo In Guk as the Philippine celebrity tourism ambassador for South Korea. This appointment strengthens the cultural and tourism exchanges between the Philippines and Korea,” she said.
The tourism chief emphasized that South Korea has been a consistent top market for the Philippines.
“To Seo In Guk, welcome to our tourism family. Your dedication and enthusiasm will be vital in inspiring more travelers to embrace the many reasons to Love the Philippines. We look forward to the stories you will share and the meaningful experiences you will create through this partnership,” she said.
In a message, TPB COO Nograles added that the appointment of Seo In Guk as the new celebrity tourism ambassador underscores the DOT’s promotional arm’s commitment to showcasing the unparalleled beauty of the Philippines to South Korea and the world.
“We eagerly anticipate the positive impact this collaboration will have on Philippine tourism as Seo In Guk begins his journey to discover and share the many reasons to love the Philippines. We invite everyone to join him and be inspired to experience the wonders of our nation firsthand,” she said.
Passion-driven tourism collaboration
In a statement dated February 24, 2025, Dr. Daguno-Canoy, who is handling Seo In Guk’s activities in the country, together with Choongwon Su, the chief development officer, shared that the partnership was driven by the South Korean Star’s passion for the Philippines.
“Seo In Guk’s genuine passion for the Philippines was a pivotal factor in his choice to volunteer as a Philippine tourism ambassador to South Korea. Seo In Guk has shown a heartfelt interest in exploring the Philippines and sharing his experiences with his millions of followers in South Korea and worldwide,” she said.
“By leveraging his esteemed status as an actor and singer, he aims to highlight our country’s potential as a tourist destination,” Daguno-Canoy added.
The foreign celebrity debuted as a singer in 2009 after winning the first season of the South Korean reality show Superstar K. His acting debut was in 2012 in the drama series Reply 1997. He also appeared as the lead actor in the hit series Shopping King Louie and Doom At Your Service.
“It is important to clarify that this partnership was driven by personal motivation rather than financial gain, as Seo In Guk waived his professional fees. He made this decision independently, without any expectations of financial remuneration, which is why our company, Neocolors collaborated with Story J and Episode Music to bring this initiative to life,” the official added.
She continued, “Seo In Guk’s recent visit to Boracay is a testament to his commitment. He actively created content showcasing our country’s beauty. This partnership is not only a celebration of our cultural ties but also a strategic effort to enhance the visibility of the Philippines on the global stage.”
‘Love The Philippines’ campaign
Meanwhile, Frasco expressed gratitude to the tourism industry partners, including Philippine Airlines, Shangri-La Boracay, Shangri-La The Fort, Fairways, and Bluewater, who made Seo In Guk’s visit to the Philippines possible.
She emphasized that the DOT remains open to collaborations with celebrities and influencers who genuinely support promoting the Philippines as a top travel destination.
“The Department of Tourism is grateful to those who come forward and volunteer to work with us. We extend our sincerest thanks to those sharing all the good stories about the Philippines. Our numbers will increase in terms of jobs, arrivals, and revenue for the benefit of Filipinos whose livelihoods depend on tourism,” Frasco said.