Korean superstar Song Joong-ki named IAM Worldwide's new face in the Philippines

South Korean A-lister Song Joong-ki has been unveiled as the latest celebrity endorser for Filipino health and wellness brand IAM Worldwide, marking his first official partnership with a Philippine-based company.

Best known for his leading roles in "Descendants of the Sun" and "Vincenzo," the actor was announced as the brand's ambassador during a grand reveal in March. According to IAM Worldwide president Allen Marvin Yu Eder, the decision to bring Song on board stemmed from the star's influence and alignment with the company's core values.

This May, Song is set to make his first live appearance in the Philippines for IAM Worldwide. The company announced on social media that the event will take place at the SM Mall of Asia Arena, with an exclusive presale for IAM Worldwide members running from 28 March to 6 April.

Don't miss: Brands associated with Korean actor Kim Soo-hyun face boycott calls: Should they cave?

"We believe that his influence and dedication will motivate many Filipinos to not only excel but also to embrace a healthier and more rewarding lifestyle," said Aika Lorraine Uy, vice president and co-founder of IAM Worldwide, as quoted by the Philippine Entertainment Portal.

"Renowned for his versatility and commitment to his craft, Song Joong-ki exemplifies the very essence of IAM Worldwide's mission to inspire and empower individuals to reach their dreams and conquer the impossible," added general manager and co-founder Joanna Mañego.

Founded in 2017, IAM Worldwide has previously collaborated with other notable South Korean actors, including Ji Chang-wook, who served as the brand's headliner in 2024. The move to enlist Song as the new face marks a significant milestone as the company continues its push for greater international visibility.

Fans can look forward to seeing Song promote IAM Worldwide's flagship products—Amazing Pure Organic Barley, Amazing Slim Caffe Macchiato, and Amazing Choco Barley—under the "IAM Song Joong Ki" campaign, designed to connect with both local and global markets.

The endorsement further solidifies the growing affinity between Filipino consumers and Korean pop culture, a trend that brands have increasingly tapped into to broaden their reach.

Song shared his enthusiasm for the collaboration, saying: "I have always admired the Filipino spirit, their warmth and hospitality. This partnership allows me to connect more deeply with my Filipino fans."

In a more recent post, IAM Worldwide revealed that the upcoming Manila event will be Song's official branded meet-and-greet. Tickets to the event will be given free with the purchase of selected product packages.

Related articles:
Prada taps South Korean actor Byeon Woo-seok as brand ambassador
Descendants of the Ssamjeang: Domino's positive take on Korean celeb divorce
StanChart HK brings in South Korean actor for big marketing push promoting new Cathay card