K-Drama star Seo In-guk takes on Boracay

What’s Seo In-guk up to in Boracay? Living his best island life. The South Korean actor and singer didn’t just stop by for a vacation — he’s officially the Philippines’ newest Celebrity Tourism Ambassador for South Korea.

Seo kicked off his new role with an adventure-packed trip in February (February 21 to 23), soaking in the island’s world-famous beaches, golf courses, and mouthwatering food. 

He glided across the azure waters in Boracay’s iconic crystal kayak, played a round of golf at Fairways and Bluewater Resort, and even sailed into the sunset aboard a yacht. 

Did we mention the fan greetings? Lucky Filipino fans got to meet him during boat tours.

As the face of Philippine tourism for South Korea, Seo isn’t just here to chill — he’s on a mission to showcase the country’s beauty to his millions of followers. 

In 2024, the Philippines welcomed 1.57 million visitors from South Korea, a 8.1 per cent jump from 1.45 milllion arrivals in 2023, as per official data.

This figure also indicates a 2.5 per cent growth compared to the 1,539,402 arrivals in 2019, surpassing pre-pandemic levels, according to the Department of Tourism.

The Department of Tourism (DOT) says he might also participate in official activities by the Tourism Promotions Board (TPB) in both the Philippines and South Korea.

"We eagerly anticipate the positive impact this collaboration will have on Philippine tourism," said TPB Chief Operating Officer Maria Margarita Nograles. "Seo In-guk will discover and share the many reasons to love the Philippines."

This isn’t just a job for Seo — he’s got a genuine love for the Philippines. According to Neocolors Production, which runs his local activities, Seo himself volunteered to take on this role because of his deep appreciation for the country.

Expect to see him attending promo events, posting about his adventures, and engaging with fans across social media.

“His heartfelt interest in exploring the Philippines and sharing his experiences with his millions of followers makes him the perfect ambassador,” said Neocolors CEO Dr. Christine Daguno-Canoy.

Seo even revealed that he fell in love with the country when he first visited Cebu. 

“Filipinos are kind and very lovable, and the destinations here are so beautiful," he shared. 

Seo and Tourism Secretary Christina Frasco sealed the deal at the DOT office in Makati, where he signed a Memorandum of Understanding making him the official Celebrity Tourism Ambassador for South Korea.

"This is a really big responsibility for me," Seo said through an interpreter. "Filipinos have given me so much love, and I want to give back by making sure you’re all satisfied with my future activities."

With 4.5 million Instagram followers, Seo’s influence is set to bring even more South Korean visitors to the Philippines. The DOT hopes his efforts will highlight the country’s breathtaking landscapes, rich culture, and world-famous hospitality.

Seo will be promoting destinations like Boracay, Cebu, and Manila, showing off the best of the Philippines through social media, events, and tourism campaigns.

Meanwhile, fans can also catch him in action on-screen: Netflix recently announced that he’ll star in the upcoming rom-com series "Boyfriend on Demand" alongside BLACKPINK’s Jisoo.

With South Korea being the top source of foreign visitors to the Philippines (bringing in 1.56 million travelers in 2024 alone), Seo’s ambassadorship couldn’t come at a better time.

So, what’s next for Seo In-guk’s Philippine adventure? We’ll be watching (and following) closely.

DIRECT FLIGHTS TO BORACAY (CATICLAN)

Airlines flying to Caticlan:

Manila (MNL) 718 flights / month

Popular airlines that fly to Caticlan include Philippine Airlines, Cebu Pacific, and AirAsia.