Bloomberry Resorts Corp, a Philippines-listed company, has officially introduced South Korean singer-rapper Psy as the brand ambassador for its two integrated casino resorts in the country. This high-profile partnership reflects the company’s strategic push to strengthen its cultural ties and broaden its entertainment appeal.
Bloomberry currently operates Solaire Resort & Casino in Manila. Recently, the company expanded its footprint by opening Solaire Resort North in May. This new gaming and hospitality destination stands in Quezon City, located northeast of the capital.
The partnership announcement follows Psy’s successful performance at The Theatre at Solaire on September 14. Bloomberry highlighted the sold-out concert as clear evidence of the K-pop icon’s strong fan base in the Philippines. By featuring Psy, the company aims to boost brand visibility across both Filipino and Korean audiences.
Cyrus Sherafat, executive vice president and head of gaming at Solaire, shared his excitement over the collaboration. He said, “We are thrilled to have Psy join us as our brand ambassador. His talent and charisma captivate audiences globally, not just in Korea.”
Sherafat also emphasized that the collaboration showcases Solaire’s commitment to delivering world-class guest experiences. Additionally, he noted that it strengthens the resort’s growing relationship with the vibrant Korean community in the Philippines.
As part of his new role, Psy will participate in several promotional campaigns designed to enhance Solaire’s cultural and entertainment profile. These initiatives will span both digital and on-ground activations.
South Korea remains the Philippines’ top source of international tourists. From January to October 2024, the country welcomed nearly 1.32 million Korean arrivals. That number accounts for 27 percent of all foreign visitors. Moreover, the figure represents an 11.4-percent increase compared to the same period in 2023.
In addition to the tourism boost, analysts observed that South Korean high rollers contributed significantly to the VIP gaming segment in local casinos. This trend further reinforces the importance of attracting Korean visitors and players through culturally relevant partnerships like this one.
However, despite these strategic moves, Bloomberry Resorts recently reported a consolidated net loss of PHP470.2 million (approximately US$8 million). This marks a notable decline compared to the PHP1.95 billion profit the company posted during the same quarter last year.
During the same period, consolidated net revenue dropped to PHP13.67 billion, reflecting a 27.2-percent decrease year-on-year. Meanwhile, operating expenses surged by 55.2 percent, reaching PHP11.67 billion. These financial results underscore the challenges the company faces amid ongoing expansion and rising costs.
Even so, Bloomberry’s partnership with Psy signals its determination to stay competitive in Asia’s casino and tourism landscape. By tapping into global pop culture and aligning with Korean market trends, Solaire positions itself as more than just a gaming resort—it stands as a cultural hub for regional entertainment.
