Shortly after being named the new celebrity Tourism Ambassador for the Philippines, South Korean singer-songwriter and actor Seo In Guk visited the world-renowned Boracay Island in Malay, Aklan, marking his first experience on the picturesque shores.
During the weekend, Seo In Guk was visibly captivated by the stunning beauty that has made Boracay one of the top island destinations globally. His activities included a round of golf, enjoying the gentle sunset breeze aboard a yacht, and greeting his Filipino fans during boat tours. He also indulged in local culinary delights, tried famous dishes such as sinigang and sisig, and experienced the famed crystal kayak activity along the shores of Station 1.
To recall, Seo In Guk, a beloved figure in the South Korean entertainment landscape, officially partnered with the Department of Tourism (DOT) by signing a Memorandum of Understanding (MOU) with Secretary Christina Garcia Frasco last Friday, February 21, 2025, Tourism Promotions Board (TPB) Chief Operating Officer Maria Margarita Montemayor Nograles and Neocolors Production and Advertising Inc. President and CEO Dr. Christine May Daguno-Canoy as witnesses. This agreement, which will last for one year, allows him to promote the Philippines to the South Korean market and fans worldwide.
As the new tourism ambassador, Seo In Guk is set to enhance the Philippines’ visibility as a travel destination. His role includes participating in promotional events, sharing experiences on social media, and attending various press engagements. He may also take part in official events organized by the TPB, both in the Philippines and South Korea.
In a heartfelt message before the media during the signing ceremony held at the DOT Central Office in Makati City, the South Korean star expressed his love for the Philippines.
“Thank you and it feels very nice. It is an honor for me to be on this stage. I really feel a big responsibility as a representative of and as a promoter for one country. I really want to thank everyone for making this happen for me and I really want to say that I will give back all the love that you gave to me and I will be someone to promote the Philippines to others in the future. Thank you very much. Mahal ko kayo,” he said.
Tourism Secretary Christina Garcia Frasco expressed gratitude to the celebrity, noting that the partnership will further strengthen the ties of South Korea and the Philippines.
“We are very honored to be in the presence of a man who is beloved worldwide for his vast talent, endless creativity, and now, his evident love for the Philippines. We are delighted to formally welcome Mr. Seo In Guk as the Philippine Celebrity Tourism Ambassador for South Korea. This appointment strengthens the cultural and tourism exchanges between the Philippines and Korea,” she said.
The tourism chief emphasized that South Korea has been a consistent top market for the Philippines.
“To Mr. Seo In Guk, welcome to our tourism family. Your dedication and enthusiasm will play a vital role in inspiring more travelers to embrace the many reasons to Love the Philippines. We look forward to the stories you will share and the meaningful experiences that you will create through this partnership,” she said.
In a message, TPB COO Nograles added that the appointment of Seo In Guk as the new celebrity tourism ambassador underscores the commitment of the promotional arm of the DOT to showcasing the unparalleled beauty of the Philippines to South Korea and the world.
“We eagerly anticipate the positive impact this collaboration will have on Philippine tourism, as Seo In Guk embarks on his journey to discover and share the many reasons to love the Philippines. We invite everyone to join him and be inspired to experience the wonders of our nation firsthand,” she said.
South Korean celebrity’s visit highlights passion-driven tourism collaboration
In a statement dated February 24, 2025, Dr. Christine May Daguno-Canoy, who is handling the activities of Seo In Guk in the country, together with Mr. Choongwon Su, as the Chief Development Officer, shared that the partnership was driven by the South Korean Star’s passion for the Philippines.
“Seo In Guk’s genuine passion for the Philippines was a pivotal factor in his choice to volunteer to be a Philippine tourism ambassador to South Korea. Seo In Guk has shown a heartfelt interest in exploring the Philippines and sharing his experiences with his millions of followers in South Korea and around the world. By leveraging his esteemed status as an actor and singer, he aims to highlight our country’s potential as a tourist destination,” she said.
The foreign celebrity debuted as a singer in 2009 after winning the first season of the South Korean reality show Superstar K. His acting debut was in 2012 in the drama series Reply 1997. He also appeared in the hit series Shopping King Louie and Doom At Your Service as the lead actor.
“It is important to clarify that this partnership was driven by personal motivation rather than financial gain as Seo In Guk waived his professional fees for this partnership. He made this decision independently, without any expectations of financial remuneration, which is why our company, Neocolors collaborated with Story J and Episode Music to bring this initiative to life. Seo In Guk’s recent visit to Boracay is a testament to his commitment, where he actively engaged in creating content that showcases the beauty of our country. This partnership is not only a celebration of our cultural ties but also a strategic effort to enhance the visibility of the Philippines on the global stage,” added the official.
DOT open to more partnerships to strengthen “Love The Philippines” campaign
Meanwhile, Secretary Christina Garcia Frasco expressed gratitude to the tourism industry partners who made Seo In Guk’s visit to the Philippines possible, including Philippine Airlines, Shangri-La Boracay, Shangri-La The Fort, and Fairways and Bluewater Boracay.
She emphasized that the DOT remains open to collaborations with celebrities and influencers who genuinely support promoting the Philippines as a top travel destination.
“The Department of Tourism is grateful to those who come forward and volunteer to work with us. That’s why we are extending our sincerest thanks to those who are sharing all the good stories about the Philippines so our numbers will increase in terms of jobs, arrivals, and revenue for the benefit of Filipinos whose livelihoods depend on tourism,” Secretary Frasco said.