The Netflix original series “When Life Gives You Tangerines,” filmed in Jeju, has gained global popularity, drawing attention to the island’s scenic filming locations. With its success expected to boost Jeju’s tourism, the Jeju Special Self-Governing Province said on March 17 that it will work with the Jeju Contents Agency to promote the drama worldwide.
The title comes from a Jeju dialect phrase, “Pokssak Sogatsuda,” meaning “You’ve worked really hard.” The series follows Ae-sun, a strong-willed girl from Jeju, and Gwan-sik, a devoted man, as they navigate life across four seasons. Starring a stellar cast including IU, Park Bo-gum, Moon So-ri, and Park Hae-jun, the first part, covering spring (episodes 1–4), was released on March 7. Volume 2, set in summer (episodes 5–8), was released on March 14 in 190 countries. The autumn chapter (episodes 9–12) will be released on March 21, with the final winter chapter (episodes 13–16) arriving on March 28.
To support the drama, Jeju Province and the Jeju Contents Agency assisted with location scouting for over a year, starting in late 2022, and provided 50 million won ($35,000) in location incentives.
Filming locations include Seongsan Ilchulbong, Gimnyeong Beach, Jeju Mok gwana (government office), and the buckwheat flower fields in Ora-dong.
Gimnyeong Beach in Gujwa-eup is where 10-year-old Ae-sun waits for her mother, a haenyeo who is always the last to return from diving for abalone. The beach, known for its smooth basalt rocks and emerald waters, is one of the island’s most scenic spots.
At the foot of Seongsan Ilchulbong Sunrise Peak, a UNESCO World Heritage site, Ae-sun is forced to do 3,000 prostrations after being blamed for not having a son.
The Jeju Mok gwana, a national heritage site that was the political, administrative, and cultural center of Jeju from ancient times to the Joseon Dynasty, is where Ae-sun, who aspires to be a poet, writes a poem longing for her mother during a writing contest.
Jeju Province is aiming to maximize tourism promotion through the success of the drama. With Netflix’s approval, promotional videos are being aired across more than 1,200 platforms, including the official YouTube channel (Happyjejudo), Visit Jeju, digital billboards, and bus stop information screens. Once the drama concludes, Jeju plans to establish tour routes centered around the filming locations and install signage to attract visitors.
Jeju Island has already seen the impact of Hallyu content on tourism. Locations from popular dramas like “Welcome to Samdal-ri” and “Extraordinary Attorney Woo” continue to draw visitors. Places like Ojo Port in Seongsan, where the Samdal-ri’s Five Eagle Brothers often visited, and the Sinchang Windmill Coastal Road, where Sam-dal and Yong-pil’s love story unfolds, remain popular spots.
Similarly, Sindo Port in Daejeong, where Woo Young-woo and Lee Jun-ho went to see dolphins, and Changkkom Rock in Jocheon, where lawyer Jung Myung-seok recalls moments with his wife, have also become tourist destinations.
“With the growing success of Jeju-based productions, ‘When Life Gives You Tangerines’ is generating even greater interest,” a Jeju Contents Agency official said. “We will continue working to attract more location shoots to the island.”
