Cebu Tourism Boosted by Netflix K-Drama ‘Boyfriend on Demand’
The Netflix Korean drama series “Boyfriend on Demand,” starring Blackpink’s Jisoo and South Korean actor Seo In-guk, is providing a significant boost to Cebu’s tourism industry, according to the Philippine Department of Tourism (DOT).
Filming Locations and Scenic Appeal
The romantic comedy, filmed in Cebu in February 2025, showcases the province’s coastal roads and luxury resorts. Scenes depicting surfing and romantic dinners against the backdrop of Cebu’s beaches are prominently featured, immersing viewers in the island’s beauty. Manila Bulletin reports that the series highlights both Cebu’s attractions and the hospitality of Filipino tourism workers.
Seo In-guk’s Role as Tourism Ambassador
The impact is further amplified by Seo In-guk, who serves as the Philippines’ Celebrity Tourism Ambassador. His participation in the drama effectively conveys the relaxed atmosphere of the Philippines to a global audience, including South Korea. Philstar.com notes that Jisoo and Seo In-guk were spotted filming the series in the country last year.
DOT Initiatives and Korean Market
The Department of Tourism coordinated the project with its Korea Office, the Office of Film and Sports Tourism, DOT Regional Office VII, local stakeholders and airport authorities to ensure a smooth production process. The DOT is intensifying promotional efforts in the South Korean market through partnerships with airlines and travel agencies, alongside digital and outdoor campaigns. Manila Bulletin reports that 1,346,301 South Koreans visited the Philippines in 2024, representing 20.76 percent of total international arrivals, making South Korea the country’s largest source market.
‘Boyfriend on Demand’ Global Reach
Released on Netflix on March 6, 2026, “Boyfriend on Demand” quickly rose to the top 10 Korean series on the platform and entered the top 10 in approximately 50 countries worldwide, according to global chart analysis site Flix Patrol. The Korea Herald reports that the series tells the story of Seo Mi-rae (Jisoo), a webtoon producer who explores a dating subscription service after becoming disillusioned with real-life relationships.
Future Outlook
The Philippine Department of Tourism anticipates that major attractions in Cebu, featured in the drama, will become popular destinations for tourists. Erwin Balane, head of the Korean branch of the Philippine Department of Tourism, stated that the project aimed to introduce the Philippines’ resorts through the global influence of Korean dramas. Philippine News Agency confirms that the series is expected to boost the province’s tourism sector.