Korean-Filipino romcom eyes bankable Korean star, pushes PH as main setting

Producers Ilho Lee and Tristan Cheng say casting will hinge on fan power as the film aims to boost Philippine tourism.

A Korean-Filipino romcom is taking shape with a clear strategy: build excitement early by casting a Korean star with a strong following in the Philippines.

For producer Ilho Lee of Life Communications Korea, the search for a male lead goes beyond acting ability. “We have shortlisted two to three actors… when they have a fan meet here in the Philippines, they should have ticket-selling power,” he said during a recent dinner with local showbiz scribes.

The approach turns casting into a marketing move. By choosing an actor who already draws crowds locally, the project positions itself to tap into an existing fan base even before production begins.

Star power drives the production

Lee has seen this dynamic firsthand. He was among the producers of “Boyfriend on Demand,” which was partially shot in Cebu and prominently featured the Philippines. “Through the two-week shoot that I had here, I got to know a lot of people… we thought it would be good if we could continue this connection,” he said. That experience helped lead to the current project.

Alongside casting, the team is developing a localized story anchored in Filipino culture. “Through the collaboration with a Filipino writer, we are trying to localize the script itself… what type of expressions or words we must use to really hit the Filipino audience,” Lee added.

Filipino producer Tristan Cheng of Trifecta Brand Lab said the film also aims to change how co-productions are typically done. “Usually, only 10 to 20 percent is shot in the Philippines, and then 80 percent from other places. But since we want to push for Philippine tourism, we are opting to make it the majority here in the Philippines.”

The plan is to shoot most of the film locally, with around 70 to 80 percent of the cast expected to be Filipino. The Philippines, Cheng said, will not just serve as a backdrop but as a central part of the story.

“When you watch it, you should be able to think, ‘I want to go to the Philippines because of that film,’” he said, underscoring its tourism-driven goal.

Shifting the lens on Philippine beauty

For director Nam Ki-hoon (“Tunnel,” “Voice,” “Kiss Sixth Sense”), the project also reflects a shift in perspective.

“To be honest, I portrayed the Philippines as a dark place… a bit creepy,” he said. “But I wanted to renew or break that perspective—that the Philippines is beautiful. The hearts of Filipinos are warm. Filipinos are kind.”

His view changed after spending time in Cebu. He recalled experiencing an earthquake during his stay. “You would think people would only care for themselves, but they were helping each other. They also helped me. I didn’t see that in Korea. I only saw that here,” he said.

“The hearts of the Filipinos are really warm… Filipinos are really friendly,” he added.

The film’s direction is clear: cast a Korean lead with strong Filipino fan appeal, build a localized story, and present the Philippines in a new light for global audiences. If successful, it could go beyond the box office—drawing tourists and strengthening the country’s visibility through film.

 

 

When you watch it, you should be able to think, ‘I want to go to the Philippines because of that film.

Tristan Cheng

 

 

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