South Korean Star Seo In Guk Promotes Philippine Tourism, Visits Boracay and Tries Local Dishes
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South Korean singer-actor Seo In Guk recently made his first trip to the Philippines as the newly appointed Tourism Ambassador, diving straight into the island paradise of Boracay in Malay, Aklan. The K-drama star explored the island’s world-famous beaches and immersed himself in Filipino culture and cuisine.


Over the weekend, Seo was seen enjoying several activities across the island — from a scenic yacht ride during sunset and a golf session to the popular crystal kayak experience in Station 1. He also made time to interact with Filipino fans and delighted in local dishes like sisig and sinigang, which he sampled with enthusiasm.
This visit comes shortly after Seo In Guk officially signed a Memorandum of Understanding (MOU) with the Department of Tourism (DOT), designating him as a Celebrity Tourism Ambassador for one year. The agreement, finalized last February 21 at the DOT Central Office in Makati, was witnessed by Tourism Secretary Christina Garcia Frasco, Tourism Promotions Board (TPB) COO Maria Margarita Montemayor Nograles, and Neocolors Production and Advertising Inc. CEO Dr. Christine Daguno-Canoy.

Seo expressed his heartfelt appreciation for the role, stating, “It’s truly an honor. I feel a great responsibility as a representative of a country. Thank you for this opportunity, and I promise to give back the love you’ve shown me. Mahal ko kayo.”


As part of his ambassadorship, Seo will participate in tourism campaigns, promotional activities, and press engagements both locally and in South Korea. He will also share his experiences through social media, helping to spotlight the Philippines to his vast global fanbase.


Tourism Secretary Frasco welcomed the collaboration, highlighting the strong cultural and tourism links between the Philippines and South Korea. “We are proud to have Mr. Seo In Guk on board. His involvement will strengthen our ties and inspire more people to discover the beauty of the Philippines,” she said. She also noted that South Korea continues to be a leading source of international visitors.


TPB COO Nograles echoed this sentiment, saying that Seo's new role underscores their ongoing mission to highlight the Philippines' rich tourism offerings on the global stage. “His influence will certainly help attract more visitors, and we are excited about the positive impact this will have,” she shared.


According to Dr. Daguno-Canoy, who is managing Seo’s engagements in the Philippines, the partnership was born out of Seo’s genuine affection for the country. She emphasized that he volunteered for the ambassador role without requesting professional fees — a testament to his passion for promoting the Philippines.


“This was not driven by financial interest,” she explained. “Seo In Guk’s sincerity and willingness to share the beauty of our country with his fans worldwide is truly commendable.”

Seo, who rose to fame in 2009 as the winner of Superstar K and later starred in hit dramas like Reply 1997, Shopping King Louie, and Doom At Your Service, continues to capture hearts with his talent and authenticity.


The Department of Tourism also acknowledged key partners like Philippine Airlines, Shangri-La Boracay, Shangri-La The Fort, and Fairways and Bluewater for making Seo’s visit possible.
Secretary Frasco reaffirmed the DOT’s openness to future collaborations with public figures who are passionate about supporting Philippine tourism. “We welcome those who come forward and help amplify our message. Every story shared helps create jobs and drive growth in the tourism sector,” she said.
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