Customers, distributors, employees, and business partners from South Korea, Philippines, Malaysia and Singapore celebrate at AIA’s first-ever and most exclusive cross-market event
Nearly 7,000 people from across Asia gathered in Goyang, South Korea, for “K-Pop Together, Give Together,” an exclusive concert that brought AIA communities from South Korea, Malaysia, Singapore, and the Philippines together through the excitement of Korean music and culture. Among the attendees were more than 300 Filipino customers, agents, and partners who traveled to the heart of the Korean Wave to be part of this special celebration.
AIA’s landmark customer and distribution event united participants from across the region, demonstrating how its commitment to helping people live Healthier, Longer, Better Lives goes beyond markets and cultural boundaries.
Hosted by Korean broadcaster Jae Min Park and Girls’ Generation member Tiffany Young, the concert featured an impressive lineup of K-Pop icons, including PSY, J.Y. Park, ITZY, CHUNG HA, and JINUSEAN. Their performances energized thousands of guests and turned the gathering into a vibrant celebration of community, connection, and well-being.
The event also highlighted AIA’s ambition under its AIA One Billion initiative, which aims to inspire one billion people across Asia to live healthier lives by 2030. It demonstrated how shared experiences and the universal appeal of K-pop can bring communities together and inspire positive change on a regional scale.
“It was an honor for Korea to host AIA’s largest regional gathering and welcome guests from across Asia to experience the energy, culture, and warmth of our country. What made the event truly special was seeing people from different markets connect through a shared passion for K-Pop and create memories together. This gathering reflects the strength of the AIA community across the region and how meaningful experiences can bring our purpose to life in ways that transcend language, borders, and backgrounds,” said Ji-Ye Hwang, Chief Marketing Officer, AIA Korea.
“Bringing together customers, agents, and partners from different markets, cultures, and backgrounds showed how deeply connected we are through a shared commitment to living Healthier, Longer, Better Lives. We are honored to be part of our customers’ journeys, strengthening the relationships that define our business. It demonstrated how meaningful experiences can unite communities, inspire positive change, and bring our Purpose to life on a world-class stage,” said Melita Teo, President and Chief Executive Officer of AIA Philippines, who attended the event.
Where Culture, Connection, and Community Meet
Beyond the concert, the celebration offered immersive cultural activities and opportunities to give back, creating meaningful experiences that extended far beyond the performances.
Through the K-Experience, guests explored different aspects of Korean culture. Activities included discovering their personal color seasons through a K-Beauty analysis, learning how their names are written in Hangul, and receiving exclusive AIA light sticks as keepsakes from the event.
“This is my first time in Korea, and I’m still overwhelmed with gratitude. Beyond the concert itself, what made this experience memorable was feeling genuinely appreciated and cared for as a customer. It’s something I’ll never forget,” said Esperanza Salvador, an AIA Philippines customer.
“I’ve been an AIA Vitality member for several years and encouraged my fiancé to join as well. Seeing him win this K-Pop experience made it even more special. It’s proof that small steps toward better health can lead to extraordinary moments,” said Manilyn Cabilin, a BPI AIA customer and long-time AIA Vitality member.
“As a Life Planner, I help families prepare for life’s uncertainties every day, so it was especially meaningful to experience the other side of what we do. Seeing our customers celebrate and enjoy the moment was rewarding, but sharing this experience with my daughter made it truly special. Watching her meet ITZY and seeing her tears of joy reminded me that some of life’s most valuable rewards are the joyful memories we create with the people we love,” said Elizabeth Tuanquin, an AIA Philippines Life Planner and member of the prestigious Court of the Table.
More importantly, the celebration formed part of AIA’s regional giving initiative, with each participating market partnering with a local charitable organization to support communities across the region.
In the Philippines, AIA Philippines selected Kythe Foundation as its charitable partner to help children living with chronic illnesses and their families.
By bringing people together through unforgettable experiences while supporting meaningful causes, AIA underscored how its Purpose of helping people live Healthier, Longer, Better Lives extends beyond business—creating positive and lasting change for individuals, families, and communities throughout Asia.
