Out of Town Blog
K-Pop Stars Kim Myung Soo and Choi Bo Min Deepen Their Ties with the Philippines as TPBPHL Tourism Ambassadors
CLARK, PAMPANGA—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 move underscores TPB’s evolving approach to influencer and ambassador partnerships—one grounded in authenticity, meaningful storytelling, and genuine affinity for the Philippines.
The partnership was formalized on December 14 during an intimate Kapampangan lunch at Consuelo by Chef Vince Garcia in Clark, Pampanga. Surrounded by regional specialties, modern takes on heirloom recipes, and the warmth of Filipino hospitality, TPB Chief Operating Officer Maria Margarita Montemayor Nograles joined Kim Myung Soo and Choi Bo Min in signing a Memorandum of Understanding (MOU). The ceremony marked the start of their shared commitment to promote the Philippines as an aspirational, must-visit destination for Korean travelers.
Kim Myung Soo and Choi Bo Min were chosen not only for their influence and growing fan bases in Korea and beyond, but also for their long-standing personal relationships with the country. With ongoing projects in the Philippines, regular visits for both work and leisure, and an openly expressed fondness for Filipino culture, cuisine, and hospitality, the two artists exemplify the organic connection TPB aims to foster with priority markets such as Korea. Their two-day curated experience in Clark, Pampanga—conceptualized and hosted by TPB—provided an immersive glimpse into what the country offers Korean visitors. The itinerary spotlighted warm-weather escapes, nature and outdoor pursuits, resort-style relaxation, and culturally rooted experiences such as sampling Kapampangan delicacies and engaging with local communities. Together, these moments painted a vivid picture of the Philippines as a destination where Korean travelers can relax, explore, and build lasting memories.
The Korean stars wore custom ensembles by renowned Filipino designer Avel Bacudio, with each look carefully crafted to highlight distinct symbols of Philippine culture. Their outfits showcased intricate embroidery of jeepneys—an everyday icon and emblem of Filipino ingenuity—alongside the traditional bahay kubo, which evokes rural life and age-old ways of living. Also featured were scenes of bustling street vendors, a tribute to the country’s vibrant street culture and hardworking local communities.
These images were brought to life on luxurious handwoven fabrics, including abaca, piña, silk cocoon, and inabel, sourced from Filipino artisans across various regions. The designs echoed Bacudio’s distinctive Filipino tribute aesthetic, as seen in his 2025 SEA Games creations, in which he combined storytelling with fashion on a grand stage. In this appearance, the looks went beyond mere costumes to serve as wearable narratives of national pride, honoring local talent, regional weaving traditions, and time-honored craftsmanship while contributing to the Philippines’ broader tourism and cultural diplomacy story.
COO Nograles welcomed the stars and emphasized the significance of their mission. “Kim Myung Soo and Choi Bo Min embody the kind of travel values that resonate deeply with today’s Korean visitors—connection, balance, and genuine cultural experience,” said Nograles.
“Over time, we noticed their sincere affection for the Philippines—the way they engage with our people, our food, and our everyday moments. That genuine connection is what made them natural TPB Tourism Ambassadors. They approach travel with curiosity and openness, allowing audiences to see the Philippines not just as a destination to visit, but as a place to truly experience and return to. Through this partnership, we hope to share stories that feel lived-in and sincere—moments shaped by our culture, our communities, and the warmth that defines travel in the Philippines.”
A preview of warm-weather travel
The Ambassadors’ experience began on December 13 with an early-morning tee-off at Beverly Place Golf Club, where wide fairways and clear skies highlighted Pampanga’s appeal for outdoor leisure. After checking in at Swissôtel Clark, they spent the afternoon exploring the city at their own pace, appreciating its unhurried atmosphere and the convenience of a district where everything is close and well-connected.
The following day, December 14, the stars joined 4,300 runners at the PUMA Half Marathon in Filinvest Mimosa. They appeared onstage during the opening ceremony and later greeted fans at the TPB booth. Their presence energized the event and underscored Clark’s growing reputation as a hub for international sports tourism, thanks to its wide roads, green landscapes, and efficient event staging.
Looking back on the experience, Kim Myung Soo shared that the visit highlighted how welcoming and inspiring the Philippines truly is. “Clark is beautiful, easy to explore, and full of energy. I felt the warmth of the people everywhere we went, and
I’m grateful for the chance to share that feeling with my fans in Korea.”
For Choi Bo Min, who had already spent time in the Philippines, this trip felt familiar.
“I’ve visited before, and being back brought that same welcoming feeling. Clark was a new discovery, and I was surprised by how peaceful, friendly, and well-planned it is. I hope many Koreans can come and feel the same warmth I did.”
The visit culminated in a memorable gastronomic experience, with 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. This lunch highlighted Pampanga’s reputation as one of the Philippines’ culinary hotspots, serving flavors deeply rooted in comfort, heritage, and refined preparation.
Creating world-class, curated itineraries
Myung Soo and Bo Min’s Philippine experience was deliberately designed as a flagship showcase of the high-caliber itineraries the Tourism Promotions Board (TPB) develops for visiting delegations, leisure travel groups, and MICE (Meetings, Incentives, Conferences, and Exhibitions) participants. From arrival to departure, their program was planned to demonstrate how the Philippines—especially Clark—can offer a seamless, world-class visit.
The itinerary combined outdoor sports and recreational activities with premium dining, highlighting both Filipino flavors and international cuisine. These were supported by smooth, well-coordinated logistics, including transport arrangements, time-efficient scheduling, and attentive ground handling. At every touchpoint, guests experienced the Philippines’ trademark warmth and hospitality, with service partners briefed to deliver personalized, welcoming interactions. Through this blend of activity, comfort, operational efficiency, and heartfelt service, TPB showcased Clark’s ability to host international groups seeking not just practical convenience but meaningful cultural immersion and memorable experiences.
Beyond this single visit, the initiative mirrors TPB’s broader, strategic approach to tourism promotion—one that emphasizes strong, long-term partnerships with creative talents, media organizations, and industry leaders. By collaborating with Universal Records and GLXY, TPB taps into established audiences and fan communities, using music and entertainment as powerful entry points to spark interest in Philippine destinations.
Working closely with Lookmedia, led by CEO Jeon Byoung Sang, TPB ensures that campaigns are built on thoughtful concepts, visually engaging content, and cohesive, well-aligned messaging across all platforms. This collaboration spans initial planning and storyboarding, on-site shooting, and post-production, with outputs adapted for multiple channels, including broadcast, streaming, social media, and fan-engagement content.
Through these integrated partnerships, destination experiences are translated into compelling narratives that connect with diverse markets, from K-culture and music fans to leisure travelers and business event organizers. In doing so, TPB extends the Philippines’ reach across trusted, high-engagement platforms, strengthening the country’s image as a vibrant, welcoming, and competitive destination for both tourism and MICE events.
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K-Pop Stars Kim Myung Soo and Choi Bo Min Deepen Their Ties with the Philippines as TPBPHL Tourism Ambassadors
Melo Villareal
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