South Korean singer and actor Seo In Guk is coming for a fan meet on Aug. 22, 2026 at the Main Atrium of the SM Mall of Asia, with fans and K-drama lovers still clearly hung over from his latest drama series Boyfriend On Demand.
Seo In Guk is Global Brand Ambassador of BENCH, the Philippine retail giant and global lifestyle brand. The BENCH’s Boyfriend Jeans Campaign highlights the brand’s versatile, stylish, and comfortable denim wear.
The partnership is traced to Seo In Guk’s acclaimed performance in the musical, The Count of Monte Cristo, where he portrayed Edmond Dantès. BENCH chairman Ben Chan was impressed with Seo’s commanding stage presence and versatile performance, finding him a natural fit for the brand’s global vision. Discussions for the ambassadorial deal followed.
The launch of BENCH’s Boyfriend Jeans collection coincided with the global premiere of Seo In Guk’s Netflix series, Boyfriend On Demand, where he stars with another global Korean idol, Jisoo.
Boyfriend on Demand is perfectly relatable to the millennials and the GenZs. At the onset, the target demographic of this romcom series is obvious—and smart choice. Jisoo’s character is a comic producer who’s married to her work and doesn’t want to waste time dating. It doesn’t help that this girl committed to a single’s life is assigned to work with a writer from hell who demands her attention 24/7.
In her workplace, she’s pitted against a colleague who’s at his peak—an asshole, in her view—and you guess, it’s a poker-faced, phlegmatic Seo In Guk.
Early scenes will make you sit up—they’re shot in the instantly recognizable Mactan beaches.
Our harassed and unlucky-in-love female lead finally succumbs to the temptation of subscribing to a virtual boyfriend app—900 boyfriends to choose from, so why not?
Not only is this series unabashed comedy, it’s also a parade of some of K-drama’s most famous male visuals doing cameo roles in this story about a boyfriend app. Famous actors and idols guest in episodes as AI partners of the pretty Jisoo—you realize how lovable an actress this idol is. And even better, the actor guests seem like they’re enjoying their guest roles—as CEO, as campus heartthrob, and so on.
The AI boyfriends are a cut above any human boyfriend, and the female lead is getting addicted to them. Then—Seo In Guk as her real-life office colleague/rival begins to figure more and more in her life. There’s even an AI version of him in her app. Then—her app subscription expires.
Who wins in our female lead’s life? The human or the AI?
A stupid question? In fact, this stupid question is becoming more and more a reality in today’s life that’s full of virtual reality, where AI takes hold each passing day.
This romcom fantasy is a fun binge-watch.
In the BENCH fan meet, K-drama lovers and fans will come face to face with the real Seo In Guk as he shows off the Boyfriend Jeans collection.
The line has lightweight fabrics and relaxed fits for comfort and adaptability. The jeans have a relaxed “boyfriend” silhouette, while the denim polos and jackets allow versatile styling, including layered or denim-on-denim looks.
In the campaign visuals, Seo In Guk models a light-wash denim suit with crisp white shirt, a combination of laid-back comfort and contemporary fashion sophistication.
In sync with the success of the drama series, the BENCH collection projects Seo’s “boyfriend” persona—stylish and relatable—featured on both fashion and entertainment platforms.
BENCH and Seo In Gook forge a strategic collaboration—a blend of fashion and entertainment and popular culture. This strategic timing reinforces the brand’s image as a global lifestyle leader, a fresh era of global engagement, from billboards on Metro Manila’s busy streets to the world’s streaming platforms.
