MANILA, Philippines – Popular South Korean singer-songwriter and actor Seo In Guk is the Philippines’ Celebrity Tourism Ambassador for Korea, the Department of Tourism (DOT) announced on Friday, February 21.
The announcement was made during the signing ceremony for the Memorandum of Understanding (MOU) held at the DOT office in Makati City.
In her remarks, DOT Secretary Christina Garcia Frasco welcomed Seo In Guk and expressed her optimism that the partnership will further strengthen the cultural and tourism exchanges between the Philippines and Korea.
“We are delighted to formally welcome Mr. Seo In Guk as the Philippines’ Celebrity Tourism Ambassador for Korea. This appointment strengthens the cultural and tourism exchanges between the Philippines and Korea,” Frasco said.
“The appointment of Mr. Seo In Guk strengthens the bond between Filipinos and Koreans, and we cannot wait for you to share with South Koreans and the world the beauty of our pristine beaches, from the pristine shores of Boracay, to the surfs of Siargao, to the dive sites of Cebu, the lush landscapes of Bukidnon, the wonders of our immense biodiversity across the entire nation, and the love and warmth of the Filipino people,” Frasco stated, addressing the new tourism ambassador.
Seo In Guk, a beloved figure in the Korean entertainment industry with an expansive global fanbase, is celebrated for his impressive performances in hit dramas such as “Reply 1997”, “Doom at Your Service”, and “Shopping King Louie”.
According to the DOT, as part of this collaboration, Seo In Guk will engage in various promotional activities in both countries, showcasing iconic destinations like Boracay, Cebu, and Manila.
“His role will focus on highlighting the Philippines' breathtaking natural beauty, rich cultural heritage, and renowned hospitality through diverse media channels and official tourism campaigns,” the DOT mentioned.
The DOT and Tourism Promotions Board (TPB) noted that Seo In Guk will play a pivotal role in promoting the Philippines as an ultimate travel destination for both existing and new visitors from Korea.
The Tourism Department also believes that the partnership will further enhance the already thriving cultural and tourism connections between the Philippines and South Korea, which currently ranks as the top source of international visitors to the Philippines, the DOT stated in a news release.
“The collaboration between Seo in Guk and the DOT aims to elevate the Philippines' profile as a premier travel destination among Korean tourists,” the DOT added.
In an earlier interview, Secretary Frasco revealed that South Korea remains the country’s top inbound market, with 1,574,152 visitors in 2024, indicating a 2.5 percent growth compared to the 1,539,402 arrivals in 2019.
The Tourism Department also expanded its Tourist Assistance Call Center (TACC) to include Korean-speaking agents to give support to Korean tourists’ inquiries while visiting the country.
(Photo courtesy of Karen A. Ow-Yong / DZRH)
“Mahal ko kayo”: Seo In Guk loves the Philippines
The South Korean star expressed his excitement and gratitude as he was officially named the Philippines’ Celebrity Tourism Ambassador for Korea, and admitted that he feels a “big responsibility” as a representative of and as a promoter for one country.
“I really, 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 Philippines to others in the future. Thank you very much. 𝘔𝘢𝘩𝘢𝘭 𝘬𝘰 𝘬𝘢𝘺𝘰,” Seo In Guk said in his speech during the signing ceremony.
He also shared his experience during his recent visit to Cebu, where he enjoyed the world-famous lechon—a Filipino delicacy renowned for its crispy skin and flavorful meat. He fondly recalled the enthusiastic crowd that gathered to sing for him during his meal, making the experience even more unforgettable.
As a beloved figure in Korean entertainment, Seo In Guk’s passion for travel and his genuine connection with his Filipino fans are expected to play a significant role in promoting the Philippines, the DOT said.
