The Philippines is betting big on K-star power.
As part of a longer-term push to lure more Korean travelers ahead of 2026, the Tourism Promotions Board (TPB) Philippines has tapped South Korean celebrities Kim Myung Soo and Choi Bo Min as its newest Tourism Ambassadors.
The two stars officially signed on December 14, sealing the deal over a Kapampangan lunch in Pampanga, where TPB Chief Operating Officer Maria Margarita Montemayor Nograles joined them in signing a Memorandum of Understanding. The agreement kicks off their role in promoting the Philippines as a must-visit destination for Korean tourists.
But this wasn’t just a star-for-hire arrangement.
TPB says Kim and Choi were chosen for their long-standing personal connection to the country and for their openly expressed affection for Filipino culture, food, and hospitality.
To mark the partnership, the two artists were treated to a curated two-day experience in Clark, Pampanga, designed to showcase the kind of warm-weather escapes and lifestyle travel that resonate with Korean visitors.
The stars even dressed the part, wearing custom outfits by Filipino designer Avel Bacudio. The looks featured embroidered jeepneys, bahay kubo, and street vendors, crafted from handwoven abaca, piña, silk cocoon, and inabel which all pay tribute to Filipino heritage and craftsmanship.
“Over time, we noticed their sincere affection for the Philippines — the way they engage with our people, our food, and our everyday moments,” Nograles said. “That genuine connection is what made them natural Tourism Ambassadors.”
The trip began early on December 13 with a sunrise tee-off at Beverly Place Golf Club, highlighting Pampanga’s growing appeal for outdoor leisure. After checking in at Swissôtel Clark, the pair explored the city at their own pace, soaking in its laid-back vibe and easy accessibility.
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.
The following day, Kim and Choi joined more than 4,000 runners at the PUMA Half Marathon in Filinvest Mimosa. They appeared onstage during the opening ceremony and later greeted fans at the TPB booth.
Behind the scenes, TPB said the trip was designed to demonstrate the kind of polished, high-caliber itineraries it creates for international delegations, travel groups, and MICE events. All these seek to showcase sports, premium dining, seamless logistics, and Filipino hospitality.
The campaign also reflects TPB’s evolving strategy: fewer flashy endorsements, more lived-in storytelling. By working with creative partners and content platforms trusted by Korean audiences, the board hopes to turn authentic experiences into travel inspiration, and bring about visits that keep tourists coming back.
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