Prominent Philippines-listed company Bloomberry Resorts Corp. has disclosed a significant relationship with global K-pop superstar Psy, who will now serve as the brand ambassador for the two flagship casino resorts owned by the company in the Philippines. By using the growing influence of Korean popular culture inside the country, this project aims to support the company’s reputation as a leading entertainment destination.
Following a rather outstanding performance at The Theatre at Solaire Resort & Casino in Manila, on September 14, Psy’s brand ambassador designation follows. Showcasing Psy’s global appeal, particularly among Filipino fans, the concert was a big hit. Emphasizing the huge appeal of the South Korean star in the Philippines, the performance was characterized as a “full-house event,” therefore paving the foundation for this fascinating new alliance.
Solaire Resort & Casino is one of the most well-known integrated resort destinations in the Philippines; its partnership with Psy shows its will to keep improving its brand and raising its influence—especially in the Asian market. Renowned for its luxurious accommodation, first-rate entertainment choices, and first-rate gaming, the resort’s new alliance precisely reflects its commitment to deliver guests exceptional memories.
The Brand Advocate for Psy
Representing Solaire Resort, Psy will participate in a variety of marketing activities designed to raise its profile and cultural influence. His involvement will help to expand the entertainment choices the resort offers, which at present attract a diverse spectrum of international celebrities and events. With an eye on enhancing Solaire’s Korean-related experiences, Psy’s work will not just be confined to only promoting the resort but also ensuring that the cultural bridge between South Korea and the Philippines is strengthened.
“We are happy to have Psy as our brand ambassador,” said Solaire Resort Cyrus Sherafat’s executive vice president and head of gaming. “We are delighted about the relationship.” Not only in Korea but all over audiences find connection in his artistic sensibilities and attractiveness. Sherafat said that the alliance represents Solaire’s ongoing efforts to serve a wide range of foreign guests and provide a unique experience. This cooperation is also seen as a way to engage with the active Korean community in the Philippines, a population that keeps growing and today forms a significant market for the travel industry of the country.
Increasing Solaire’s entertainment and cultural value
One of the key goals of this collaboration is to improve Solaire’s cultural and entertainment services; with an especially eye toward attracting K-pop aficioners and Korean visitors, South Korea has often ranked as a top foreign travel destination for the Philippines with around 1.32 million South Korean visitors registered in the first 10 months of 2024 alone. Given this figure—about 27% of all foreign tourists to the Philippines—which highlights the significant role South Koreans play in the travel scene—this is rather significant.
With Psy as brand ambassador, Solaire Resort is set to make money from this growing industry. Apart from K-pop enthusiasts from all around the globe, the Korean community in the Philippines will undoubtedly be attracted to the immersive entertainment options of the resort, which include live events, cultural exhibitions, and maybe private parties with the worldwide star herself.
Travel and Financial consequences
The relationship between Psy and Solaire Resort most likely will have a big impact on the Philippine economy and travel. Analysts have noted that South Koreans routinely rank highest in the VIP portion of the country’s casinos; this pattern has only become more noticeable this year. Solaire wants to establish the resort as the top gaming and entertainment facility in the region by having Psy help promote it, attracting the affluent South Korean market.
Moreover, Solaire Resort is positioned to attract more foreign tourists with the increasing number of Korean visitors and K-pop lovers, enhancing the total appeal of the Philippines as a tourism destination. This could lead to more events connected to tourism, therefore benefiting local businesses and the national post-pandemic rehabilitation projects.
Strategic focus combined with financial performance
The most recent financial data of Bloomberry Resorts Corp. have underscored the significance of maintaining good branding and strategic collaborations. Notable from the PHP1.95-billion profit generated in the same period the previous year, the company posted a consolidated net loss of PHP470.2 million (approximately US$8.0 million). blamed this performance reduction on rising operating expenditures, which witnessed a 55.2% yearly increase to PHP11.67 billion while net income plummeted by 27.2% to PHP13.67 billion.
Notwithstanding these financial challenges, the partnership with Psy represents a major step towards Bloomberry Resorts’ ongoing efforts to improve brand image and boost cash generation. Matching with one of the most well-known pop musicians internationally, the company hopes to revive its market position and attract a more varied and global audience to its resorts.
Bloomberry Resorts’ and Solaire’s Direction
Looking ahead, Solaire Resort’s relationship with Psy is expected to evolve as both sides search for innovative ideas to include global audiences. The resort will most likely continue organizing large-scale entertainment events and adapt its offers to appeal to its growing Korean guests. By redefining luxury, entertainment, and cultural interaction in the area and therefore generating new benchmarks, Psy’s impact will definitely help define Solaire Resort’s future and contribute to the worldwide appeal of the brand.
At last, Solaire Resort & Casino’s collaboration with Psy symbolizes a significant shift that highlights the growing influence of K-pop and the increasing role South Korean travel in the Philippines performs. Improving the guest experience, attracting foreign guests, and showing Solaire Resort as a top Asian destination for both leisure and cultural immersion would depend much on Psy, the brand ambassador for the resort.
