Shortly after being named the Philippines’ new celebrity tourism ambassador, South Korean singer-songwriter and actor Seo In Guk visited the world-renowned island of Boracay in Malay, Aklan, marking his first experience on its picturesque shores.
Over the weekend, Seo was captivated by the island’s stunning beauty, which has made it one of the world’s top travel destinations. His itinerary included a round of golf, a sunset yacht cruise, and interactions with Filipino fans during boat tours. He also indulged in local culinary delights, trying the popular dishes sinigang and sisig, and experienced the famed crystal kayak activity along the shores of Station 1.
Seo’s appointment as a tourism ambassador follows his official partnership with the Department of Tourism (DOT), formalized through a memorandum of understanding (MOU) signed with Secretary Christina Garcia Frasco on Feb. 21. The signing was witnessed by Tourism Promotions Board (TPB) Chief Operating Officer Maria Margarita Montemayor Nograles and Neocolors Production and Advertising Inc. President and CEO Dr. Christine Daguno-Canoy. The one-year agreement allows Seo to promote the Philippines to South Korea and his global fan base.
As a tourism ambassador, Seo will enhance the Philippines’ visibility as a travel destination through promotional events, social media engagement, and press appearances. He may also participate in official TPB-organized events in both the Philippines and South Korea.
During the signing ceremony at the DOT Central Office in Makati City, Seo expressed his enthusiasm for his new role.
“Thank you. It feels very nice and is truly an honor to stand here today. I feel a great responsibility as a representative and promoter of this beautiful country. I sincerely thank everyone who made this possible. I want to give back the love I’ve received by sharing the beauty of the Philippines with others. Mahal ko kayo,” he said.
Frasco expressed her appreciation for Seo’s commitment, emphasizing how the partnership reinforces ties between South Korea and the Philippines.
“We are honored to welcome a global talent like Mr. Seo In Guk as the Philippine Celebrity Tourism Ambassador for South Korea. His appointment strengthens cultural and tourism exchanges between our nations,” she said.
Frasco highlighted that South Korea remains a top tourism market for the Philippines and noted Seo’s role in inspiring more travelers to explore the country.
“To Mr. Seo In Guk, welcome to our tourism family. Your dedication will play a vital role in encouraging more visitors to discover why they should ‘Love the Philippines.’ We look forward to the stories you will share and the meaningful experiences you will create through this partnership,” she added.
TPB COO Nograles echoed this sentiment, stating that Seo’s appointment underscores the DOT’s commitment to showcasing the Philippines to South Korea and beyond.
“We eagerly anticipate the positive impact of this collaboration as Seo In Guk embarks on his journey to explore and share the many reasons to love the Philippines. We invite everyone to join him and experience our nation’s wonders firsthand,” she said.
In a statement dated Feb. 24, Dr. Daguno-Canoy, who is overseeing Seo’s activities in the country alongside Chief Development Officer Choongwon Su, emphasized that the partnership was driven by Seo’s passion for the Philippines.
“Seo In Guk’s genuine love for the Philippines played a key role in his decision to volunteer as a tourism ambassador. He has shown a heartfelt interest in exploring the country and sharing his experiences with millions of followers worldwide. Through his influence as an actor and singer, he aims to highlight the Philippines as a premier travel destination,” she said.
Seo debuted as a singer in 2009 after winning the first season of the South Korean reality show Superstar K. He transitioned to acting in 2012 with a breakout role in Reply 1997 and later starred in hit series like Shopping King Louie and *Doom at Your Service.
Daguno-Canoy clarified that Seo’s participation in the campaign was driven by personal motivation rather than financial gain, as he waived his professional fees.
“This partnership is rooted in his passion rather than financial incentives. Seo In Guk independently chose to take on this role, with no expectation of remuneration. Neocolors collaborated with Story J and Episode Music to bring this initiative to life. His recent visit to Boracay reflects his commitment, as he actively created content showcasing the country’s beauty. This partnership celebrates cultural ties while strategically enhancing the Philippines’ visibility on the global stage,” she added.
Meanwhile, Frasco acknowledged the tourism industry partners who made Seo In Guk’s visit possible, including Philippine Airlines, Shangri-La Boracay, Shangri-La The Fort, and Fairways & Bluewater.
She emphasized the DOT’s openness to collaborations with celebrities and influencers who genuinely support the promotion of the Philippines as a leading travel destination.
“The Department of Tourism is grateful to those who volunteer to work with us. We extend our sincere thanks to those who share positive stories about the Philippines, helping drive growth in jobs, tourist arrivals, and revenue — benefiting countless Filipinos whose livelihoods depend on tourism,” Frasco said.
