South Korean actor and singer Seo In-Guk has been officially appointed as the Philippines’ Celebrity Tourism Ambassador for Korea, marking a strategic partnership between the Department of Tourism (DOT) and one of Hallyu’s most beloved stars.
The announcement was made during a Memorandum of Understanding (MOU) signing held in Makati City on February 21, 2025.
With South Korea consistently ranking as the top source of international arrivals in the Philippines, Seo’s appointment aims to strengthen cultural and tourism ties between the two nations.
Tourism Secretary Christina Garcia Frasco emphasized that Seo’s global appeal and artistic excellence make him the perfect ambassador to showcase the Philippines’ beauty to South Korean travelers.
“South Korea has long been our top tourist market, and we are thrilled to have Mr. Seo In-Guk promote the Philippines as a must-visit destination. His influence will encourage more South Koreans to explore our breathtaking landscapes, vibrant culture, and warm hospitality,” Frasco said.
Seo’s future campaigns will highlight key destinations, including Boracay, Cebu, and Manila, with immersive travel experiences designed to attract South Korean tourists.
During the event, Seo shared his fond memories of visiting Cebu, where he experienced Filipino culture and cuisine firsthand.
“I visited Cebu with a friend and was amazed by how kind and warm Filipinos are. I will never forget eating lechon while people were singing in the background—it was such a happy moment for me,” he recalled.
Seo expressed gratitude for the opportunity, saying, “This is a huge responsibility, and I’m honored to be part of this initiative. I want to give back to my Filipino fans by showcasing their beautiful country.”
The partnership aligns with the DOT’s broader efforts to position the Philippines as a top travel destination for Korean visitors.
With over 1.56 million South Korean tourists visiting the country in 2024, the DOT aims to sustain this growth by leveraging the power of pop culture and digital influence through Seo’s upcoming promotional content.
