Markus Castro
South Korean Star and New Philippine Tourism Ambassador Seo In Guk explores Boracay, samples Pinoy Sisig and Sinigang
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Shortly after being named the new celebrity Tourism Ambassador for the Philippines, the talented South Korean singer-songwriter and actor Seo In Guk graced the stunning shores of Boracay Island in Malay, Aklan. This marked his inaugural visit to the renowned island, celebrated for its powdery white sands and crystal-clear turquoise waters. As he explored the breathtaking scenery, Seo In Guk immersed himself in the vibrant culture and natural beauty that make Boracay a premier travel destination.
During the weekend, Seo In Guk was clearly enthralled by the breathtaking beauty of Boracay, which is renowned as one of the world’s top island destinations. His adventures included a round of golf, where he immersed himself in the stunning surroundings, and he enjoyed a gentle sunset breeze while sailing aboard a yacht. While on boat tours, he took the time to greet his Filipino fans, creating memorable moments together. Additionally, Seo In Guk savored the local culinary scene, indulging in popular dishes like sinigang and sisig. He also embraced the island’s unique experiences, participating in the famous crystal kayak activity along the picturesque shores of Station 1.
In a significant partnership that highlights the talents of Seo In Guk, one of South Korea’s most cherished entertainers, a Memorandum of Understanding (MOU) was formally signed last Friday, February 21. The ceremony took place with the esteemed Secretary of the Department of Tourism (DOT), Christina Garcia Frasco, presiding over the momentous occasion. Witnessing this pivotal agreement were Maria Margarita Montemayor Nograles, the Chief Operating Officer of the Tourism Promotions Board (TPB), and Dr. Christine Daguno-Canoy, the President and CEO of Neocolors Production and Advertising Inc.
This collaborative agreement, set to last for one year, empowers Seo In Guk to serve as a vibrant ambassador for the Philippines, promoting its rich culture, stunning landscapes, and warm hospitality to the South Korean market and his dedicated fans worldwide. The partnership promises to deepen cultural ties and elevate the visibility of the Philippines as an extraordinary travel destination.
Seo In Guk has been appointed as the new tourism ambassador for the Philippines. His responsibilities include promoting the country through events, sharing experiences on social media, and participating in press engagements, as well as attending official events organized by the TPB in both 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.
Secretary Frasco, for her part, 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 statement, TPB COO Nograles highlighted that the selection of Seo In Guk as the new celebrity tourism ambassador emphasizes the dedication of the Department of Tourism’s promotional arm to highlighting the unmatched beauty of the Philippines to both South Korea and the global audience.
“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. 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 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.
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.
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