REVIEW: ‘Boyfriend On Demand’ Is A Wholly Satisfying Rom-Com

Boyfriend On Demand (Wolgannamchin) is the kind of delightfully humorous, rewarding KDrama romance I’ve been missing. Starring Blackpink’s Kim Jisoo and Seo In-guk, this latest Netflix KDrama is directed by Kim Jung-sik and written by Namgung Do-young. Through the exploration of what is best described as a virtual-reality dating sim, this KDrama examines the current dating culture’s woes, how technology can both help and hinder the growing loneliness dilemma, and ultimately, the importance of real love over all. 

Centered around Seo Mi-rae (Kim Jisoo), the series quickly establishes that she is a woman with very little free time. Working as a Webtoon producer, her life is completely dedicated to her job, making dating nigh impossible given last-minute pivots and late-night deadlines. Making matters worse is that she’s still not over the emotional aftermath of her last relationship (Kim Sung-cheol), and so she’s practically given up on love. That is, until she’s gifted the Boyfriend On Demand app package from a client partner, Min (Lee Hak-joo), opening up a whole new realm of experiences.

Over the course of the series, Mi-rae grows to enjoy and rely on the app. Featuring roughly 900 different virtual boyfriends to experience, the sky’s the limit for what kind of romantic experience a user can encounter on this app. And, true to form, it opens up conversations about the commodification of human desire, which, at times, hit comedy gold. At other times, it hit painfully realistic realities (such as trial periods ending right when things start getting good, subscription tiers, gamification of love, etc.).

In a society with no free time to date, where can workaholics like Mi-rae find love?

For Mi-rae, what starts off as hesitance and well-deserved cringe over the first romantic paramour she’s partnered with (who is played to perfection by Lee Soo-hyuk), her experiences with the app soon take her on a journey of healing her heart. First, by confronting her past relationship and its highs and lows before allowing her to reconcile with its end, with the help of her second virtual boyfriend (Seo Kang-joon). A litany of cameo appearances from various popular KDrama and idol stars in the app, framed as virtual boyfriend options, make for fun Easter eggs throughout.

These lessons play out in both the real world, where she gets roped into her ex’s engagement discussions and conversations in the workplace. Yet the app allows her to channel her emotions in a safe space and process them away from the possibility of judgment. Boyfriend On Demand shows through Mi-rae’s journey, as well as others that experiences like these, whether they are games or not, have a therapeutic purpose. It’s not just a tool for escapism; it can be something entirely more. 

However, one danger prevalent in these apps (as well as other forms of media) is the fantasy overtaking reality, something Mi-rae cannot afford. Thankfully, for better or worse, her job keeps her grounded. And if her workload isn’t, her black cat-coded colleague, Park Kyeong-nam (Seo In-guk), is there to draw her attention. As her rival in the workplace, Mi-rae sees him as her nemesis. Little does she know that, through her charms, whimsy, and staunch work ethic, his barbed remarks hide the crush he’s been nursing for her. Because, of course!

Boyfriend On Demand takes the discussion surrounding technology’s grip on humanity’s search for love to fun heights.

A huge part of what makes this romance work is that the series embraces the opposites attract trope all the way. Jisoo channels the level of adorkable, awkward energy needed for the high-strung Mi-rae, paving the way for a great many hilarious moments in the series. In just one episode, you can figure out that Mi-rae can’t hide anything from anyone. Her emotions are directly on her sleeve (and her face). And while questions may still arise about Jisoo’s range, director Kim Jung-sik knows just how to use her innate comedic instincts to good use.

Contrasting with Jisoo’s high-energy performance is Seo In-guk, who plays Kyeong-nam with commendable micro-intensity. Fitting snuggly in the quiet male lead category, one might think Kyeong-nam doesn’t feel much of anything at all, except Seo In-guk relies on subtlety to belie the character’s real feelings. Coupled with key dialogue moments from the character, it becomes obvious that Kyeong-nam loves Mi-rae. She’s just too swept up in her fear of loving again and her work commitments to really see past the surface.

The growing cultural distaste for dating and love as a whole rears its head repeatedly in Boyfriend On Demand, with dating culture on many characters’ minds. While Mi-rae is scared to dive back into the dating pool, others, like her friend, complain about how awful it is. Complaints about the dismal state of modern dating are something anyone can relate to, in any culture, paving the way for apps like Boyfriend On Demand and games like Love in Deep Space to exist as ways to fill that sense of loneliness and connectivity people crave.

While virtual love is fun, it is predictable. Boyfriend On Demand reminds us why real love is better than virtual.

The subplot surrounding the webtoon industry, particularly the constant drama fest that popular webtoon artist Yoon Sung (played with peak chaos gremlin energy by Gong Min-jung) delivers, never overpowers or detracts from Boyfriend On Demand. In fact, the corresponding plots intertwine seamlessly as the app gains traction, as more characters, including Yoon Sung, find solace, inspiration, and love within this virtual universe. 

However, a plagiarism storyline develops, which opens a can of worms about the technology that, honestly, could have been better explored and even expanded upon. This is where concerns about the tech arise that, while obvious to some more savvy viewers, could have prompted a storyline that highlights further dangers. Even something exploring further on how these kinds of games or experiences can influence or inspire creators would have been interesting to see, rather than just the sprinkling of discussion we get. 

Ultimately, through Mi-rae’s journey, we see how this technology can both heal and hinder. 

That said, Boyfriend On Demand is focused on Mi-rae and her journey, not just in finding love but also in learning how to let go and take the first step forward towards love. Through her experiences, we see how the app comes to impact her life, and the dangers of it becoming a crutch that inhibits the pursuit of adventure in favour of something safe and comfortable, but never real. It is this culmination of Mi-rae’s experience that ultimately delivers a romance that feels earned and wholly satisfying.

Romance gets a bad rap sometimes, often seen as a lesser genre in a sea of genres because of its formula and comfort-food sensibilities. It’s KDrama romances like Boyfriend On Demand that show the haters that romance actually has a lot to say and explore, and can still be fun in the process. With Jisoo at the helm, giving us an incredibly relatable mess of a protagonist to glom onto and a romance that hits the mark, Boyfriend On Demand is definitely one to add to your viewing list.

Boyfriend On Demand is now streaming exclusively on Netflix.