The Philippine island of Cebu is experiencing a surge in tourism interest following its prominent featuring in the Netflix romantic comedy series, “Boyfriend on Demand,” also known as “Monthly Boyfriend.” The series, starring Blackpink’s Jisoo and Seo In-guk, has captivated audiences globally, and the Philippine Department of Tourism is capitalizing on the increased visibility to promote the region’s stunning coastal landscapes and luxury resorts. This collaboration highlights a growing trend of integrating tourism promotion with popular Korean dramas, leveraging their widespread influence to attract international visitors.
Released on March 6, 2026, “Boyfriend on Demand” quickly climbed the charts, reaching the top 10 in over 50 countries according to streaming analytics site FlixPatrol. The Korean drama centers around Seo Mi-rae, a webtoon producer seeking escape from the pressures of daily life through a virtual dating service, and explores themes of connection and romance. The series’ appeal is amplified by its picturesque backdrop, with numerous scenes filmed on location in Cebu, showcasing the province’s natural beauty.
Cebu’s Coastal Charm Takes Center Stage
The production team strategically incorporated Cebu’s scenic locations throughout the series to enhance its appeal as a desirable resort destination. Scenes depicting the main characters enjoying surfing on pristine beaches and sharing romantic dinners against the backdrop of breathtaking sunsets vividly capture the essence of Cebu’s coastal roads and upscale resorts. Specifically, filming took place at Shangri-La Mactan, Cebu, Bluewater Maribago Beach Resort, El Mar Resort Cebu, and Nustar, offering a diverse range of settings for the unfolding romance. Jisoo herself shared photos on Instagram taken during filming at Shangri-La Mactan and Bluewater Maribago Beach Resort, further amplifying the promotional reach.
The Philippine Department of Tourism recognizes the significant potential of this exposure. Erwin Balane, head of the Korean branch of the department, explained that the project aimed to introduce the Philippines’ beautiful resorts to a global audience through the influence of Korean dramas. The Department of Tourism stated on March 10, 2026, that the series provides audiences with a taste of what Cebu has to offer, boosting the province’s tourism sector. The hope is that the drama will naturally convey the relaxed and inviting atmosphere unique to the Philippines.
Seo In-guk’s Dual Role: Actor and Tourism Ambassador
Adding another layer to the promotional synergy, actor Seo In-guk, who plays a leading role in “Boyfriend on Demand,” also serves as a public relations ambassador for Philippine tourism. This dual role allows him to authentically convey the appeal of the Philippines to a wider audience, particularly in key markets like South Korea. His presence in the series is expected to further enhance the perception of the Philippines as a desirable travel destination. The series’ storyline, revolving around a webtoon producer seeking connection through a dating subscription service, resonates with modern audiences and provides a relatable context for showcasing the beauty of Cebu.
The “Love Subscription Service” and its Cebu Setting
“Boyfriend on Demand” tells the story of Seo Mi-rae (played by Jisoo), a webtoon producer who, feeling disillusioned with real-life relationships, explores virtual dating through a “Love Subscription Service.” The series features a supporting cast including Seo Kang-joon, Lee Soo-hyuk, Ong Seong-wu, Lee Jae-wook, Lee Hyun-wook, Jay Park, Kim Young-dae, and Lee Sang-yi. The integration of Cebu’s stunning scenery into these virtual and real-life dating scenarios creates a compelling visual narrative, enticing viewers to experience the locations firsthand. The series debuted in the top 10 in 52 countries and territories, according to FlixPatrol, demonstrating its widespread appeal.
The success of “Boyfriend on Demand” is anticipated to translate into increased tourist arrivals in Cebu. Major attractions featured in the series, such as the aforementioned resorts and coastal roads, are expected to become popular “pilgrimage” destinations for fans eager to recreate scenes from the show or simply experience the beauty that captivated them on screen. This phenomenon, often referred to as “set-jetting,” has become increasingly common with the rise of globally popular television series and films.
The Philippines has actively sought to leverage the popularity of Korean dramas to boost its tourism sector. This latest collaboration with “Boyfriend on Demand” builds upon previous successful initiatives and demonstrates the country’s commitment to innovative marketing strategies. The Department of Tourism is likely to continue exploring similar partnerships in the future, recognizing the significant return on investment that can be achieved through strategic collaborations with the entertainment industry.
The impact of “Boyfriend on Demand” extends beyond simply showcasing Cebu’s beauty. It also highlights the Philippines’ commitment to providing world-class hospitality and infrastructure to cater to international visitors. The featured resorts, such as Shangri-La Mactan and Bluewater Maribago Beach Resort, are renowned for their exceptional service and amenities, further enhancing the Philippines’ reputation as a premier travel destination.
As “Boyfriend on Demand” continues to gain viewership worldwide, the Philippine Department of Tourism remains optimistic about the long-term benefits of this collaboration. The series has not only captured the hearts of viewers but has also put Cebu firmly on the map as a must-visit destination for travelers seeking a blend of natural beauty, luxurious accommodations, and a relaxed island atmosphere. The ongoing success of the drama is expected to drive sustained growth in tourism revenue and contribute to the overall economic development of the region.
The Department of Tourism is expected to release further data on the impact of the series on tourism numbers in the coming months. Travel agencies are already reporting increased inquiries about Cebu, and local businesses are preparing for a potential influx of visitors. The success of “Boyfriend on Demand” serves as a compelling case study for the power of entertainment-driven tourism promotion.
Looking ahead, the Philippine Department of Tourism will likely continue to monitor the series’ performance and adapt its marketing strategies accordingly. Further promotional campaigns may be launched to capitalize on the increased awareness and interest generated by “Boyfriend on Demand,” solidifying Cebu’s position as a leading tourist destination in Southeast Asia. The next key update from the Department of Tourism regarding tourism statistics is scheduled for release in late April 2026.
What are your thoughts on the impact of Korean dramas on tourism? Share your comments below and let us know if you’re planning a trip to Cebu!