Boyfriend on Demand () is a 2026 South Korean romantic comedy television series written by Namgung Do-young and directed by . The series stars Jisoo and Seo In-guk, it follows a burnt-out webtoon producer whose reality blurs after she subscribes to a virtual dating service. Originally developed for broadcast on MBC, the series was later acquired by Netflix as an original production. It was released on Netflix on March 6, 2026 and received mixed reviews from critics, who generally praised the visual production but criticized the script and lead performances.
Exhausted by the demands of her career, webtoon producer Seo Mi-rae seeks an escape from the complexities of real-world relationships through a subscription-based virtual reality application. The service allows her to inhabit a digital world where she can interact with a wide array of simulated partners programmed to be her ideal matches. However, the boundaries between her digital romance and her professional reality begin to blur as she becomes increasingly immersed in the simulation.
The series was developed to be an MBC drama but was later picked up as a Netflix Original. Director , who helmed Work Later, Drink Now series (2021âÂÂ2023) and No Gain No Love (2024), took the megaphone. The script was written by Namgung Do-young with production collaborated by , , and Kakao Entertainment.
Director Kim stated that the series' primary appeal lies in its "anthology-like" romance structure, where Mi-rae, played by Jisoo, interacts with different characters across various simulated worldviews and settings. He emphasized that the production focused on showcasing Jisoo's versatility by assigning her character distinct occupations and varying "acting tones" for each virtual episode to differentiate them from her real-world persona.
In February 2025, both Jisoo and Seo were seen filming in Cebu, Philippines.
In August 2024, Jisoo received an offer to star as the female lead for the series. The next month, Seo In-guk was cast to take the male lead role. Netflix confirmed Jisoo and Seo's roles by February 2025.
In 2025, Gong Min-jeung was cast and this would be her first work after giving birth. Kim Ah-young, , Ha Young, and Han Ga-eul were also cast to play various supporting roles. The production features an ensemble of actors portraying the various "virtual boyfriends" within the titular subscription service. The lineup includes Seo Kang-joon, Lee Soo-hyuk, Lee Hyun-wook, Lee Jae-wook, Kim Sung-cheol, Lee Sang-yi, Ong Seong-wu, Kim Young-dae, and Jay Park. While Yoo In-na would be taking on a specialized role as the "dating manager" responsible for matching the protagonist with her ideal scenarios.
The soundtrack features a contribution from Doyoung of NCT, who recorded his track prior to his mandatory military service in December 2025. The song which described as a warm, refreshing ballad, was first previewed during the February 2026 production showcase. The collaboration drew media attention due to the performers' "Jin-Ji-Do" bond, established when they served as co-hosts for the music program Inkigayo from 2017 to 2018. Choi Ye-na and Fromis 9 were also confirmed to contribute to the series' soundtrack, delivering an anime-themed track and a refreshing sound, respectively.
Boyfriend on Demand was reportedly scheduled to be released on Netflix in 2026. In January 2026, Netflix unveiled its 2026 Korean Contents lineup and the series was lineup in the first quarter release window of 2026. The next month, it was confirmed for a March 6 premiere with a total of 10 episodes. Netflix released the first teaser poster and a 50-second teaser trailer, which the series' premise of a "subscription-based virtual dating service". These promotional materials depicted the contrast between the protagonist's career as a webtoon producer and the dating scenarios experienced within the simulation.
International reception was largely divided between praise for the showâÂÂs conceptual charm and criticism of its narrative depth. Joel Keller of Decider gave the series a "Stream It" recommendation, highlighting the "diverse dating scenarios" and Jisoo's "charm" as elements that distinguished the show from conventional romantic comedies. Similarly, The Economic Times labeled the series a "must-watch," specifically praising the lead chemistry and the "fresh setting" of virtual romance.
Conversely, Pierce Conran of the South China Morning Post rated the series 2.5 out of 5 stars, describing it as "too conventional" with a "loopy and repetitive" narrative that failed to utilize the leads' emotional range. India Today gave a 3 out of 5 rating, noting that while the actors were "watchable," the production was hampered by a predictable plot and uneven execution. Writing for Time, Kaity Burt argued the series took a "safer, less rewarding path" that limited its potential to provide meaningful commentary on digital immersion versus human connection.
Korean critics focused heavily on the technical execution and acting quality. Kim Jong-eun of iMBC gave the series 2 out of 3 stars; he praised the direction and soundtrack but described Jisoo's performance as "stagnant," citing issues with vocal delivery and articulation in emotional scenes. The Fact Kim Saet-byeol echoed these sentiments, calling Jisoo's portrayal "underwhelming" and noting that Seo In-guk was limited by a "repetitive character archetype". Choi Ha-na of TV Daily criticized the series for prioritizing aesthetics over substance, stating that the focus on close-ups could not compensate for a slow-paced script, though she noted that Seo Kang-joon's cameo in the third episode provided a temporary boost to the narrative. Lee Sun-myung of Sports Kyunghyang noted that sharp criticism regarding the lead performance was reflected by both domestic audiences and international viewers on platforms such as MyDramaList and Reddit.
A multi-review report by Maeil Business Newspaper further illustrated this polarization through four industry evaluations, with ratings ranging from 1.5 to 3 out of 5 stars. Reporters Yang So-young and Han Hyun-jung criticized the lack of romantic chemistry, with Han remarking that "the acting is bad, but the visuals are a perfect fit". While one anonymous broadcast reporter suggested the lead role was not a "tailor-made outfit" for the actress, another industry insider awarded the show 3 stars, attributing much of its appeal to the strength of the supporting performances.
On March 17, Professor Seo Kyoung-duk of Sungshin Women's University publicly denounced the widespread illegal distribution of the series on Chinese piracy websites. Despite the lack of an official release in the region, the drama gained traction on the Chinese review site Douban, where it received numerous user ratings. Seo criticized the unauthorized viewership as a "lack of shame" regarding intellectual property rights and urged Chinese authorities to take responsible measures to prevent the persistent piracy of South Korean cultural content.
Upon its release, Boyfriend on Demand debuted at number four on Netflix's Global Top 10 Non-English Shows chart. In its first three days (March 6âÂÂ8, 2026), the series accumulated 25.6 million hours watched, totaling 2.6 million views and reached the Top 10 in 34 countries.