Imagine being flown to Korea to watch PSY, J.Y. Park and ITZY perform, all because you're a customer of your insurance company. That's what happened to more than 300 Filipinos who joined AIA's "K-Pop Together, Give Together" concert in Goyang, South Korea.
A cross-border K-Pop party
Held on October 24, 2026, the concert gathered nearly 7,000 customers, agents, employees and partners from AIA's markets in South Korea, the Philippines, Malaysia and Singapore. AIA calls it its first-ever cross-market event, and its largest regional gathering to date.
The lineup was stacked:
- PSY
- J.Y. Park
- ITZY
- CHUNG HA
- JINUSEAN
Korean broadcaster Jae Min Park and Girls' Generation's Tiffany Young hosted the show.
More than a concert
Before the music, guests got a taste of Korean culture through the K-Experience. They discovered their personal color seasons through a K-Beauty analysis, found their names written in Hangul and took home exclusive AIA light sticks.
For the Filipino guests, the trip meant a lot. "This is my first time in Korea, and I'm still overwhelmed with gratitude," said AIA Philippines customer Esperanza Salvador.
Manilyn Cabilin, a BPI AIA customer and long-time AIA Vitality member, shared that her fiancé won the trip after she encouraged him to join the wellness program. "It's proof that small steps toward better health can lead to extraordinary moments," she said.
AIA Philippines Life Planner Elizabeth Tuanquin brought her daughter, who got to meet ITZY. She described her daughter's tears of joy as one of the most valuable rewards of the trip.
Giving back
The "Give Together" part of the name isn't just for show. Each participating market partnered with a local charity. AIA Philippines chose Kythe Foundation, which supports children with chronic illnesses and their families.
The event also ties into AIA One Billion, the company's goal of inspiring one billion people across Asia to live healthier lives by 2030.
Why it matters
"Bringing together customers, agents, and partners from different markets, cultures, and backgrounds showed how deeply connected we are," said Melita Teo, President and CEO of AIA Philippines, who attended the event.
Insurance isn't usually the most exciting topic, but events like this show brands trying to build relationships beyond policies and premiums. Rewarding customers who stay active through wellness programs, then pairing it with charity, makes the experience feel more meaningful than a typical loyalty perk.
For Filipino K-Pop fans, it's also a reminder that health programs and rewards apps sometimes come with surprisingly fun perks, so it's worth reading the fine print on yours.
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