The Tourism Promotions Board (TPB) Philippines has tapped South Korean stars Kim Myung Soo and Choi Bo Min as its newest Tourism Ambassadors, strengthening the country’s push to deepen connections with the Korean travel market ahead of 2026. The move signals TPB’s shift toward long-term, authenticity-driven partnerships rooted in genuine cultural connection rather than fleeting influence.

The appointments were formalized on 14 December during a Kapampangan lunch at Consuelo by chef Vince Garcia, where TPB Chief Operating Officer Maria Margarita Montemayor Nograles signed a Memorandum of Understanding with the two artists.

Myung Soo and Bo Min were chosen not only for their popularity, but for their well-documented affection for the Philippines. Both artists have spent considerable time in the country through ongoing projects and frequent visits, often sharing their appreciation for Filipino hospitality, food and culture. Their curated two-day experience in Clark, Pampanga — designed by TPB — highlighted warm-weather escapes, outdoor recreation, and culturally grounded experiences tailored to Korean travel preferences.

Adding a strong cultural note, the ambassadors wore custom creations by Filipino designer Avel Bacudio. The outfits featured embroidered jeepneys, bahay kubo and street scenes, crafted from handwoven abaca, piña, silk cocoon, and inabel. The designs underscored Filipino heritage and craftsmanship as integral elements of the country’s tourism narrative.

Their Clark itinerary offered a preview of the Philippines as a warm-weather playground. The visit began on 13 December with a morning tee-off at Beverly Place Golf Club, followed by a relaxed exploration of the city after checking in at Swissôtel Clark. On 14 December, the stars joined more than 4,300 runners at the PUMA Half Marathon in Filinvest Mimosa, appearing at the opening ceremony and greeting fans at the TPB booth — spotlighting Clark’s growing profile as a hub for international sports tourism.

Reflecting on the trip, Myung Soo described Clark as vibrant and welcoming. “It’s beautiful, easy to explore, and full of energy. I felt the warmth of the people everywhere, and I’m thankful to share that feeling with my fans in Korea,” he said.

Bo Min, who has previously visited the Philippines, noted the familiarity and calm of the destination. “Being back felt comforting. Clark was a new discovery — peaceful, friendly, and thoughtfully planned. I hope many Koreans get to experience the same warmth,” he shared.

The visit concluded with a culinary showcase of elevated Filipino dishes, including pakbet, sinigang na baboy sa gabi, derang manuk, adobong pusit, lechon kawali and the Kapampangan pairing of fried hito with buro — reinforcing Pampanga’s reputation as a culinary capital.