As part of a longer-term strategy 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 newest Tourism Ambassadors. The appointment reflects TPB’s evolving approach to ambassador partnerships—one rooted in authenticity, sustained storytelling, and a genuine affinity for the Philippines.
The appointment was formalized on December 14 during a Kapampangan lunch at Consuelo by Chef Vince Garcia, where TPB Chief Operating Officer Maria Margarita Montemayor Nograles joined Kim Myung Soo and Choi Bo Min in signing a Memorandum of Understanding (MOU). The agreement marks the beginning of their commitment to promote the Philippines as an aspirational destination for Korean travelers.
Both artists were selected not only for their reach, but for their long-standing personal connection to the country. With ongoing projects, frequent visits, and a publicly expressed appreciation for Filipino culture and hospitality, Myung Soo and Bo Min embody the organic connection TPB seeks to build with priority markets such as Korea. Their two-day curated experience in Clark, Pampanga—designed by TPB—highlighted warm-weather escapes, outdoor pursuits, and culturally rooted experiences aligned with Korean travel preferences.
For the occasion, the Korean stars wore custom designs by Filipino designer Avel Bacudio, featuring embroidered jeepneys, the bahay kubo, and street vendors, crafted from handwoven abaca, piña, silk cocoon, and inabel. The looks echoed Bacudio’s signature Filipino tribute style seen in his 2025 SEA Games designs, celebrating local craftsmanship as part of the tourism narrative.
COO Nograles emphasized the significance of the partnership, noting that both artists reflect the values that resonate with today’s Korean travelers—connection, balance, and meaningful cultural experiences. “Their sincere affection for the Philippines allows audiences to see the country not just as a destination, but as a place to truly experience and return to,” she shared.
The ambassadors’ visit began on December 13 with a morning tee-off at Beverly Place Golf Club, followed by a relaxed afternoon exploring Clark. On December 14, they joined the PUMA Half Marathon in Filinvest Mimosa, greeting runners and fans while showcasing Clark’s growing appeal as a sports tourism destination. The visit concluded with a curated Kapampangan feast, bringing Pampanga’s culinary heritage to life.
Intentionally designed as a showcase of TPB’s world-class itineraries, the experience demonstrated Clark’s ability to host international visitors through seamless logistics, premium dining, and heartfelt Filipino hospitality—reinforcing TPB’s vision for curated, high-impact tourism storytelling.
