Nearly 7,000 customers, agents, employees, and business partners from South Korea, the Philippines, Malaysia, and Singapore came together in Goyang, South Korea, on October 24 for AIA’s “K-Pop Together, Give Together” concert.
The exclusive regional event brought together members of AIA’s communities for a celebration of Korean music and culture, with more than 300 Filipino customers, agents, and partners among those who traveled to South Korea for the occasion.
The concert featured an impressive lineup of K-pop performers, including PSY, J.Y. Park, ITZY, CHUNG HA, and JINUSEAN. Korean broadcaster Jae Min Park and Girls’ Generation member Tiffany Young hosted the event.
For AIA, the gathering was more than a night of live performances. It was an opportunity to bring people from different markets together through shared experiences, while reinforcing the company’s commitment to helping people live Healthier, Longer, Better Lives.
The event also supported the broader ambition of AIA One Billion, the initiative that aims to inspire one billion people across Asia to live healthier lives by 2030.
A K-pop experience with a taste of Korean culture
Beyond the concert, guests took part in activities designed to introduce them to different aspects of Korean culture.
Through the event’s K-Experience, participants explored K-beauty through personal color analysis, learned how to write their names in Hangul, and received exclusive AIA light sticks as keepsakes from the gathering.
For some Filipino attendees, the trip was also a memorable personal milestone.
AIA Philippines customer Esperanza Salvador, who was visiting Korea for the first time, shared how much she appreciated the experience and the care extended to customers.
“Beyond the concert itself, what made this experience memorable was feeling genuinely appreciated and cared for as a customer,” Salvador said.
For BPI AIA customer and long-time AIA Vitality member Manilyn Cabilin, the experience carried an added personal meaning. She had encouraged her fiancé to become an AIA Vitality member, and seeing him win the K-pop experience made the occasion even more special.
AIA Life Planner Elizabeth Tuanquin also shared the experience with her daughter. A member of the prestigious Court of the Table, Tuanquin said watching her daughter meet ITZY and seeing her reaction made the trip particularly meaningful.
Her experience offered a reminder that beyond financial planning and protection, the relationships built with customers can also lead to moments that families remember for years.
Filipino community giving through Kythe Foundation
The regional celebration also carried a charitable purpose.
As part of AIA’s giving initiative, each participating market partnered with a local charitable organization to support communities in its respective country.
In the Philippines, AIA Philippines selected Kythe Foundation, which supports children with chronic illnesses and their families.
The partnership connected the concert’s theme of bringing people together with a broader effort to create positive contributions beyond the event itself.
AIA Philippines President and Chief Executive Officer Melita Teo, who attended the gathering, said the event highlighted the connections shared by customers, agents, and partners across different markets.
She added that bringing people together through meaningful experiences can strengthen relationships, inspire positive change, and give the company’s purpose a more tangible expression.
AIA Korea Chief Marketing Officer Ji-Ye Hwang also described the gathering as an opportunity for guests from across Asia to experience Korea’s culture and connect through their shared appreciation of K-pop.
With nearly 7,000 attendees, the “K-Pop Together, Give Together” concert brought together music, cultural discovery, and community giving in one regional celebration. For its Filipino participants, it also offered a chance to experience Korea while being part of a wider AIA community supporting healthier lives and meaningful causes across Asia.
