MANILA – The Philippine government has formally tapped South Korean actor Seo In-guk as its newest celebrity tourism ambassador for Korea.

Under this partnership, the actor-songwriter will travel to major Philippine destinations and introduce experiential travel in the country, including its beaches and food, to his fanbase and more South Korean travelers.

Seo and Tourism Secretary Christina Frasco signed the memorandum of understanding designating him as the country’s “Celebrity Tourism Ambassador for South Korea,” at the DOT office in Makati on Friday.

“This is a really big responsibility for me, and I really thank the Filipinos for giving me much love. In order to pay you back, I will make sure you’re all going to get satisfied with all my future activities,” Seo said through an interpreter.

Before this role, Seo said he had already traveled to Cebu and there discovered that the country’s destinations are beautiful and that Filipinos are “kind and very lovable.”

“From there, I really loved the Philippines and I’ve tried their lechon. I won’t forget how while I was trying lechon, there were Filipinos singing around me and I was very happy that time,” he said.

Frasco is optimistic this partnership with Seo, who has more than 4.5 million followers on Instagram alone, would further attract more South Koreans to visit the country.

“Through digital content engagements and immersive experiences, he will showcase not just our breathtaking landscapes but also the hospitality that pervades our islands,” she said.

“This partnership aligns with our broader efforts to diversify our tourism offerings and position the Philippines as a tourism powerhouse, leveraging the power of pop culture and digital influence so as to allow us to engage deeper with global travelers.”

The DOT said Seo would engage in promotional activities in both the Philippines and South Korea and showcase such iconic destinations as Boracay, Cebu, and Manila.

His role will focus on highlighting the Philippines' natural beauty, rich cultural heritage, and renowned hospitality through various media channels and official tourism campaigns.

Seo has starred in several hit Korean drama series like Reply 1997 and Doom at Your Service.

Earlier, streaming giant Netflix announced that he would top bill the upcoming romantic comedy series Boyfriend on Demand with K-Pop girl group BLACKPINK’s Jisoo.

South Korea is the country’s top source market for foreign visitors. In 2024 alone, travelers from the country reached 1.56 million. (PNA)