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.

Korean artists Kim Myung Soo, Choi Bo Min, with TPB Chief Operating Officer Maria Margarita Montemayor Nograles

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.

Kim Myung Soo and Choi Bo Min Deepen Their Ties with the Philippines as TPBPHL Tourism Ambassadors

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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