When diplomacy meets stardom, borders blur and cultural ties deepen.

In a move that merges soft power with global celebrity, the Philippines has named South Korean singer-actor Seo In-guk as its official tourism ambassador for South Korea, further strengthening the deep-rooted bond between the two nations.

Against the backdrop of surging Korean arrivals and a flourishing expatriate community, Seo’s appointment is more than a nod to his star power — it is a celebration of the enduring love affair between South Korea and the Philippines, where white sand beaches and warm hospitality now find their champion in one of Hallyu’s most beloved figures.

In a ceremonial signing in Makati City, Tourism Secretary Christina Garcia Frasco said Seo's global appeal, artistic excellence, and evident love for the Philippines make him an ideal envoy to promote the country’s tourism offerings.

“This appointment strengthens the cultural and tourism exchanges between the Philippines and South Korea,” Frasco said. “We anticipate that this partnership with Mr. Seo In-guk will further the love of South Koreans for the Philippines and allow us to share the very many wonders of our beautiful nation.”

Korea, Phl's leading tourism partner

South Korea has long been the top source of foreign tourists to the Philippines, with 824,798 South Koreans visiting the country in the first half of 2024—25.99 percent of all international arrivals, according to the Department of Tourism.

The sustained influx of visitors also contributed to P282.17 billion in tourism revenues from January to June last year, marking a 32.81 percent increase from the same period in 2023z

Beyond tourism, South Korea continues to be the leading country of origin for foreign immigrants to the Philippines, underscoring the robust people-to-people connections between the two nations.

The deep cultural affinity is further reflected in the flourishing Korean community in the Philippines, as well as the strong Filipino enthusiasm for Korean entertainment, fashion, and cuisine.

To ensure a seamless experience for South Korean visitors, the Philippine Department of Tourism Office in Korea, in collaboration with the Embassy of the Republic of Korea, has been actively engaging local stakeholders and tourism partners.

Their ongoing initiatives focus on traveler protection, accessibility to key destinations, and overall visitor satisfaction, reinforcing the Philippines’ commitment to being a preferred travel destination for Koreans.

Seo In-guk’s appointment aligns with the Philippine government’s broader efforts to leverage cultural diplomacy as a tool for economic and tourism growth.

Recognized for his acclaimed roles in K-dramas such as Reply 1997 and Doom at Your Service, Seo commands a wide audience that extends beyond South Korea, making him an influential figure in promoting the Philippines to a global market.

As Philippine Tourism Ambassador, Seo is expected to play an active role in showcasing the country’s pristine beaches, vibrant culture, and diverse natural wonders through digital campaigns, promotional materials, and potential visits to key destinations.

His appointment reflects a strategic move by the DOT to tap into the Korean Wave (Hallyu), further positioning the Philippines as a favored destination among South Korean travelers.

“Mr. Seo’s artistry has cultivated a deep connection with Filipino fans and audiences worldwide, making him an ideal representative to share the wonders of the Philippines,” Frasco said.

With this latest initiative, the Philippines and South Korea continue to strengthen their tourism and cultural partnerships, reinforcing a diplomatic relationship that has spanned over 75 years.