The Tourism Promotions Board (TPB) Philippines named South Korean artists Kim Myung Soo and Choi Bo Min as its newest tourism ambassadors on Dec. 14, 2025 as part of a long-term strategy to increase engagement with the Korean market through 2026.
The appointment was formalized during a ceremony in Clark, Pampanga, where TPB chief operating officer Maria Margarita Montemayor Nograles joined the two stars to sign a memorandum of understanding.
The partnership aims to promote the Philippines as a primary destination for South Korean travelers by leveraging the personal connections and public affection both artists have expressed for Filipino culture.
South Korean visitors remain a priority market for the Philippines. During a two-day curated experience in Clark, the ambassadors participated in activities designed to highlight the region’s appeal for outdoor leisure and sports tourism.
The stars visited the Beverly Place Golf Club and joined 4,300 runners at the PUMA Half Marathon in Filinvest Mimosa, where they greeted fans and supported the city’s reputation for international sporting events.
Nograles said the artists were selected because they embody travel values like balance and genuine cultural experience. She noted that their sincere affection for the country’s food and people makes them natural representatives who can share lived-in stories that resonate with Korean audiences.
The ambassadors wore custom attire by Filipino designer Avel Bacudio during the formalization of the agreement. The outfits featured traditional hand-woven fabrics including abaca, pina, silk cocoon and inabel, decorated with embroidered symbols of Filipino heritage such as jeepneys and the bahay kubo.
The visit concluded with a culinary showcase of Kapampangan dishes at Consuelo by Chef Vince Garcia. The menu included local staples such as lechon kawali, sinigang na baboy sa gabi and fried hito with buro, highlighting Pampanga’s status as a major culinary destination.
Kim Myung Soo said the warmth of the people and the energy of Clark inspired him to share his experiences with his fans in Korea. Choi Bo Min, who has visited the country previously, noted that the trip provided a new discovery of the region’s peaceful and well-planned atmosphere.
The initiative was supported by various partners including Universal Records, GLXY and Lookmedia chief executive Jeon Byoung Sang.
The TPB plans to use the high-quality content generated from the visit to create world-class itineraries for international travel groups and business delegations.
The TPB Philippines is the agency responsible for marketing the country as a global destination for tourism and conventions.
