CLARK, PAMPANGA—As a part of a longer-term technique 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 latest Tourism Ambassadors. The transfer underscores TPB’s evolving strategy to influencer and ambassador partnerships—one grounded in authenticity, significant storytelling, and real affinity for the Philippines.
Korean artists Kim Myung Soo and Choi Bo Min as its latest Tourism Ambassadors
The partnership was formalized on December 14 throughout an intimate Kapampangan lunch at Consuelo by Chef Vince Garcia in Clark, Pampanga. Surrounded by regional specialties, fashionable takes on heirloom recipes, and the heat of Filipino hospitality, TPB Chief Working Officer Maria Margarita Montemayor Nograles joined Kim Myung Soo and Choi Bo Min in signing a Memorandum of Understanding (MOU). The ceremony marked the beginning of their shared dedication to advertise the Philippines as an aspirational, must-visit vacation spot for Korean vacationers.
Kim Myung Soo and Choi Bo Min had been chosen not just for their affect and rising fan bases in Korea and past, but in addition for his or her long-standing private relationships with the nation. With ongoing tasks within the Philippines, common visits for each work and leisure, and an overtly expressed fondness for Filipino tradition, delicacies, and hospitality, the 2 artists exemplify the natural connection TPB goals to foster with precedence markets resembling Korea. Their two-day curated expertise in Clark, Pampanga—conceptualized and hosted by TPB—supplied an immersive glimpse into what the nation affords Korean guests. The itinerary spotlighted warm-weather escapes, nature and out of doors pursuits, resort-style leisure, and culturally rooted experiences resembling sampling Kapampangan delicacies and fascinating with native communities. Collectively, these moments painted a vivid image of the Philippines as a vacation spot the place Korean vacationers can calm down, discover, and construct lasting reminiscences.
The Korean stars wore customized ensembles by famend Filipino designer Avel Bacudio, with every look fastidiously crafted to spotlight distinct symbols of Philippine tradition. Their outfits showcased intricate embroidery of jeepneys—an on a regular basis icon and emblem of Filipino ingenuity—alongside the normal bahay kubo, which evokes rural life and age-old methods of residing. Additionally featured had been scenes of bustling road distributors, a tribute to the nation’s vibrant road tradition and hardworking native communities.
These photographs had been delivered to life on luxurious handwoven materials, together with abaca, piña, silk cocoon, and inabel, sourced from Filipino artisans throughout varied areas. The designs echoed Bacudio’s distinctive Filipino tribute aesthetic, as seen in his 2025 SEA Video games creations, wherein he mixed storytelling with vogue on a grand stage. On this look, the appears went past mere costumes to function wearable narratives of nationwide delight, honoring native expertise, regional weaving traditions, and time-honored craftsmanship whereas contributing to the Philippines’ broader tourism and cultural diplomacy story.
COO Nograles welcomed the celebs and emphasised the importance of their mission. “Kim Myung Soo and Choi Bo Min embody the sort of journey values that resonate deeply with at present’s Korean guests—connection, steadiness, and real cultural expertise,” stated Nograles.
“Over time, we seen their honest affection for the Philippines—the way in which they interact with our individuals, our meals, and our on a regular basis moments. That real connection is what made them pure TPB Tourism Ambassadors. They strategy journey with curiosity and openness, permitting audiences to see the Philippines not simply as a vacation spot to go to, however as a spot to really expertise and return to. Via this partnership, we hope to share tales that really feel lived-in and honest—moments formed by our tradition, our communities, and the heat that defines journey within the Philippines.”
A preview of warm-weather journey
The Ambassadors’ expertise started on December 13 with an early-morning tee-off at Beverly Place Golf Membership, the place broad fairways and clear skies highlighted Pampanga’s enchantment for out of doors leisure. After checking in at Swissôtel Clark, they spent the afternoon exploring the town at their very own tempo, appreciating its unhurried ambiance and the comfort of a district the place all the things is shut and well-connected.
The next day, December 14, the celebs joined 4,300 runners on the PUMA Half Marathon in Filinvest Mimosa. They appeared onstage throughout the opening ceremony and later greeted followers on the TPB sales space. Their presence energized the occasion and underscored Clark’s rising popularity as a hub for worldwide sports activities tourism, due to its broad roads, inexperienced landscapes, and environment friendly occasion staging.
Wanting again on the expertise, Kim Myung Soo shared that the go to highlighted how welcoming and provoking the Philippines really is. “Clark is gorgeous, simple to discover, and stuffed with vitality. I felt the heat of the individuals all over the place we went, and
I’m grateful for the prospect to share that feeling with my followers in Korea.”
For Choi Bo Min, who had already frolicked within the Philippines, this journey felt acquainted.
“I’ve visited earlier than, and being again introduced that very same welcoming feeling. Clark was a brand new discovery, and I used to be stunned by how peaceable, pleasant, and well-planned it’s. I hope many Koreans can come and really feel the identical heat I did.”
The go to culminated in a memorable gastronomic expertise, with elevated Filipino dishes resembling Pakbet, Sinigang na Baboy sa Gabi, Derang Manuk, Adobong Pusit, Lechon Kawali, and the quintessential Kapampangan pairing of fried hito with buro. This lunch highlighted Pampanga’s popularity as one of many Philippines’ culinary hotspots, serving flavors deeply rooted in consolation, heritage, and refined preparation.
Creating world-class, curated itineraries
Myung Soo and Bo Min’s Philippine expertise was intentionally designed as a flagship showcase of the high-caliber itineraries the Tourism Promotions Board (TPB) develops for visiting delegations, leisure journey teams, and MICE (Conferences, Incentives, Conferences, and Exhibitions) contributors. From arrival to departure, their program was deliberate to show how the Philippines—particularly Clark—can supply a seamless, world-class go to.
The itinerary mixed out of doors sports activities and leisure actions with premium eating, highlighting each Filipino flavors and worldwide delicacies. These had been supported by easy, well-coordinated logistics, together with transport preparations, time-efficient scheduling, and attentive floor dealing with. At each touchpoint, company skilled the Philippines’ trademark heat and hospitality, with service companions briefed to ship personalised, welcoming interactions. Via this mix of exercise, consolation, operational effectivity, and heartfelt service, TPB showcased Clark’s capability to host worldwide teams searching for not simply sensible comfort however significant cultural immersion and memorable experiences.
Past this single go to, the initiative mirrors TPB’s broader, strategic strategy to tourism promotion—one which emphasizes robust, long-term partnerships with inventive skills, media organizations, and business leaders. By collaborating with Common Data and GLXY, TPB faucets into established audiences and fan communities, utilizing music and leisure as highly effective entry factors to spark curiosity in Philippine locations.
Working carefully with Lookmedia, led by CEO Jeon Byoung Sang, TPB ensures that campaigns are constructed on considerate ideas, visually partaking content material, and cohesive, well-aligned messaging throughout all platforms. This collaboration spans preliminary planning and storyboarding, on-site taking pictures, and post-production, with outputs tailored for a number of channels, together with broadcast, streaming, social media, and fan-engagement content material.
Via these built-in partnerships, vacation spot experiences are translated into compelling narratives that join with various markets, from Ok-culture and music followers to leisure vacationers and enterprise occasion organizers. In doing so, TPB extends the Philippines’ attain throughout trusted, high-engagement platforms, strengthening the nation’s picture as a vibrant, welcoming, and aggressive vacation spot for each tourism and MICE occasions.
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