Thai-Born K-Pop Star Yochi of POW Named Korean Tourism Ambassador

Yochi, leader of K-pop group POW, has been named an Honorary Ambassador for Korean Tourism by the Korea Tourism Organization (KTO). The Thai-born artist will promote travel to South Korea in Thailand.

Yochi received his letter of appointment on Aug. 22 at "LOVE KOREA 2026: KOREA WELCOMES YOU!" at CentralWorld in Bangkok.

The appointment reflects Yochi's career spanning both South Korea and Thailand. While based in South Korea for his activities with POW, he has continued to work in music and acting in Thailand. His experience living in South Korea and understanding of Thai culture are expected to help him introduce Korean travel to Thai audiences from a familiar perspective.

At the ceremony, Yochi recommended Jeju Island to Thai fans planning a trip to South Korea.

"I liked Jeju's simple and relaxing atmosphere," he said. "I hope everyone gets to visit at least once. It is a truly relaxing place."

He added, "As I live in Korea, I hope people can feel closer to the country through the Korea that I see."

Yochi will also appear in a Korean tourism promotional video aimed at the Thai market. According to the KTO, the video will reflect Thai sensibilities and trends while introducing the range of travel experiences South Korea has to offer.

The appointment comes as Yochi expands his activities across music and acting. POW recently released the single "FLAVOR," with Yochi producing every track. He also began his solo career this year with "Blow Your Mind (Feat. Sik-K, Bryan Chase)." In Thailand, he took a leading role in the film "Kijsada Paradise."