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Manila Bulletin devider Philippines devider National devider Cebu tourism gets global boost from Netflix K-drama — DOT

Cebu tourism gets global boost from Netflix K-drama — DOT

Published Mar 10, 2026 05:11 pm
The Netflix K-drama series “Boyfriend on Demand,” starring BLACKPINK’s Jisoo and South Korean actor Seo In-guk, has given the tourism industry in Cebu a global boost, the Department of Tourism (DOT) said Tuesday, Mar. 10.
DOT Secretary Christina Garcia-Frasco said the series highlights Cebu’s attractions and the warmth of Filipino tourism workers.
Filmed in Cebu in February 2025, the romantic comedy featured scenes with local tourism personnel.
The project was coordinated by the DOT Korea Office, the Office of Film and Sports Tourism, DOT Regional Office VII, local stakeholders, and airport authorities to ensure the smooth arrival, stay, and departure of the cast and production team.
“Global exposure through platforms like Netflix strengthens Cebu’s visibility as a top international destination and creates opportunities for local communities and tourism workers,” Frasco said.
She added that the government continues to showcase the Philippines’ natural beauty and the people behind its tourism industry under the administration of President Ferdinand R. Marcos Jr.
The DOT is intensifying promotions in the South Korean market through partnerships with airlines and travel agencies, along with digital and outdoor campaigns.
Data from the DOT showed that 1,346,301 South Koreans visited the Philippines last year.
This accounted for 20.76 percent of total international arrivals, making South Korea the country’s largest source market.
Cebu remains a top destination among Korean travelers due to its beaches, diving sites, and diverse tourism experiences.
Seo In-guk, who also serves as the Philippines’ Celebrity Tourism Ambassador, has actively promoted Philippine destinations in South Korea through tourism campaigns and cultural exchanges.
His participation in “Boyfriend on Demand,” which premiered on March 6, is expected to further strengthen Cebu’s appeal among Korean and international viewers.

Related Tags

cebu tourism netflix-kdrama boyfriend on demand DOT Seo In-guk South Korea travel market film-induced tourism
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