As part of its long-term strategy to strengthen engagement with the Korean market ahead of 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 highlights TPB’s evolving approach to partnerships—one anchored on authenticity, sustained storytelling, and genuine connection to the Philippines.
The partnership 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 the two artists in signing a Memorandum of Understanding. The agreement marks the start of their role in promoting the Philippines as an aspirational destination for Korean travelers.
Kim Myung Soo and Choi Bo Min were selected not only for their influence but for their long-standing personal ties to the country. With ongoing projects, frequent visits, and their publicly expressed fondness for Filipino culture and hospitality, both artists reflect the organic connection TPB seeks to cultivate with priority markets such as South Korea. Their two-day curated experience in Clark, Pampanga, designed by TPB, showcased warm-weather escapes, outdoor activities, and culturally rooted experiences suited to Korean visitors.
During the signing, the artists wore custom pieces by Filipino designer Avel Bacudio, featuring embroidered jeepneys, bahay kubo, and street vendors, crafted from handwoven abaca, piña, silk cocoon, and inabel. The designs celebrated Filipino heritage and craftsmanship, reinforcing tourism as a platform for cultural storytelling.
COO Nograles welcomed the ambassadors and emphasized the significance of the partnership. She noted that Kim Myung Soo and Choi Bo Min reflect travel values that resonate with today’s Korean travelers—connection, balance, and meaningful cultural experiences. Their sincere engagement with Filipino people, food, and everyday life, she said, makes them natural ambassadors who can present the Philippines not just as a destination, but as a place to experience and return to.
The ambassadors’ Clark visit began on December 13 with an early-morning tee off at Beverly Place Golf Club, highlighting Pampanga’s appeal for outdoor leisure. After checking in at Swissôtel Clark, they explored the city, experiencing its relaxed pace and accessible urban layout.
On December 14, Kim Myung Soo and Choi Bo Min joined more than 4,300 runners at the PUMA Half Marathon in Filinvest Mimosa, appearing during the opening ceremony and later interacting with fans at the TPB booth. Their participation underscored Clark’s growing profile as a destination for international sports tourism, supported by its wide roads, green spaces, and efficient event facilities.
Reflecting on the visit, Kim Myung Soo described Clark as vibrant and welcoming, noting the warmth he felt throughout the trip and expressing gratitude for the opportunity to share that experience with his Korean fans. Choi Bo Min, who had visited the Philippines before, said returning felt familiar and comforting, adding that Clark surprised him with its peaceful, friendly, and well-planned environment.
The visit concluded with a curated Kapampangan dining experience featuring elevated Filipino dishes such as pakbet, sinigang na baboy sa gabi, derang manuk, adobong pusit, lechon kawali, and the iconic pairing of fried hito with buro, highlighting Pampanga’s reputation as the culinary capital of the Philippines.
The Clark itinerary also served as a showcase of TPB’s capacity to design world-class, curated travel programs for delegations, tour groups, and MICE participants. By combining outdoor activities, premium dining, efficient logistics, and warm hospitality, TPB demonstrated Clark’s readiness to host international travelers seeking both convenience and cultural immersion.
The initiative reflects TPB’s broader tourism strategy, built on strong collaborations with creative and industry partners such as Universal Records, GLXY, and Lookmedia, led by CEO Jeon Byoung Sang. Through these partnerships, TPB continues to translate destination experiences into compelling narratives that resonate across markets, strengthening the Philippines’ presence on platforms trusted by global audiences.
