When Life Gives You Tangerines: K-Dramas Turning Jeju Into Global Tourism Hotspots | Places to go?

Jeju Island, often hailed as the "Hawaii of Korea," has long been a top domestic and international travel destination. With its breathtaking natural landscapes, unique cultural heritage, and a history steeped in folklore, Jeju has always held a special place in the hearts of travelers. Now, thanks to the global success of the Netflix drama When Life Gives You Tangerines ("Thank You for Your Hard Work" in Jeju dialect), Jeju is experiencing another wave of Hallyu-fueled tourism interest.

The Power of K-Drama in Tourism

Over the years, several K-dramas have turned filming locations into must-visit tourist attractions, and Jeju is no exception. Previously, shows like 우리들의 블루스 (Our Blues) and 웰컴투 삼달리 (Welcome to Samdalli) showcased Jeju’s scenic beauty, boosting tourism in the region. Now, When Life Gives You Tangerines, featuring top stars IU and Park Bo-gum, is capturing the attention of global audiences, further cementing Jeju's status as a prime Hallyu tourism destination.

The drama, which narrates the adventurous life of Jeju locals 애순이 and 관식이 over four seasons, has quickly gained traction worldwide. Released in over 190 countries, it has received stellar ratings on platforms like IMDb and ranked 6th in global OTT rankings, according to FlixPatrol. According to Netflix, When Life Gives You Tangerines recorded 3.6 million views and 13.9 million hours watched within the first three days of its release, becoming the #1 non-English TV show globally.

The Meaning Behind the English Title

While the original title When Life Gives You Tangerines directly translates to "Thank you for your hard work" in Jeju dialect, Netflix chose to localize the English title as When Life Gives You Tangerines. This clever adaptation plays on the well-known saying, When life gives you lemons, make lemonade, replacing lemons with tangerines—a signature produce of Jeju Island.

During the press conference, lead actress IU explained that the title conveys a message of resilience: "Even if life throws you bitter tangerines, you can turn them into sweet tangerine tea." Other language adaptations also took creative liberties: in Spanish, the title translates to If Life Gives You Tangerines, while in Thai, it means Smile Even on the Days When Tangerines Aren’t Sweet. The Taiwanese title even incorporates the idiom 苦盡甘來 ("After hardship comes sweetness"), modifying the character for "sweet" (甘) to "tangerine" (柑) to reinforce the Jeju connection.

Jeju’s Strategic Tourism Boost

Recognizing the impact of When Life Gives You Tangerines, Jeju officials and tourism agencies have launched an extensive promotional campaign. Collaborating with Netflix, they have rolled out advertising across multiple platforms, including:

• YouTube channels such as 빛나는 제주TV (Shining Jeju TV)

• The official tourism website 비짓제주 (Visit Jeju)

• Digital billboards across 1,200 locations, including bus stops and city centers

Beyond online promotion, Jeju is actively developing When Life Gives You Tangerines-themed tourism experiences, including guided tours of filming locations like 제주목관아 (Jeju Mokgwana), 성산일출봉 (Seongsan Ilchulbong), 김녕해변 (Gimnyeong Beach), and 오라동 메밀꽃밭 (Ora-dong Buckwheat Flower Field). These efforts aim to sustain interest in the island even after the drama's broadcast ends.

Lessons from 'Welcome to Samdal-ri'

Jeju’s confidence in drama-driven tourism isn't unfounded. The 2023-2024 hit drama 웰컴투 삼달리 Welcome to Samdal-ri, starring Ji Chang-wook and Shin Hye-sun, achieved a peak national viewership of 12.4%, attracting waves of tourists to its filming locations. Japanese tourism agencies have even redesigned their Jeju tour packages around the drama, leveraging the island’s growing popularity in Japan. With direct flights from Tokyo and Osaka, Jeju hopes to see a significant rise in Japanese tourist numbers.

Government Support for Hallyu Tourism

To further incentivize the development of Hallyu-themed travel experiences, Jeju Tourism Organization has announced a funding initiative. From March 6, 2025, local travel agencies can apply for up to 3 million KRW in funding if they create tour packages featuring K-drama filming locations. Eligible programs must be at least three nights and four days, including visits to iconic Hallyu-related spots.

Additionally, social media influencers with over 50,000 followers are encouraged to participate in these tours, with their expenses covered, including entrance fees, transportation, and souvenirs. This initiative aims to amplify Jeju’s global presence as a premier Hallyu travel destination.

A Bright Future for Jeju Tourism

The worldwide success of When Life Gives You Tangerines is more than just a win for Korean entertainment—it’s a massive boost for Jeju’s cultural and tourism industries. By capturing Jeju’s stunning landscapes and rich local history, the drama has introduced a global audience to the island’s unique charm. As Jeju officials continue to capitalize on the Hallyu wave, the island is well on its way to becoming a must-visit destination for K-drama fans worldwide.

With more international tourists discovering Jeju’s beauty through the lens of K-dramas, it’s only a matter of time before the island becomes a global hotspot not just for Korean travelers, but for the world.

Planning a Trip to Jeju?

If you’re inspired to visit Jeju after watching When Life Gives You Tangerines, be sure to check out these must-visit filming locations and curated travel experiences:

1. Seongsan Ilchulbong 🌄

• A UNESCO-listed volcanic crater formed by an underwater eruption over 100,000 years ago.
• Famous for its breathtaking sunrise views, making it one of the best spots to watch the sun rise in Korea.
• The short hiking trail (20-30 min) to the summit offers panoramic views of Jeju’s coastline.
• Recognized for its diverse plant ecosystem and unique geological features.

2. Gimnyeong Beach 🏖️

• Known for its pristine white sand and crystal-clear turquoise waters, perfect for relaxation.
• Popular for snorkeling and windsurfing, thanks to its shallow, calm waters.
• Offers a peaceful alternative to more crowded beaches like Hyeopjae or Hamdeok.
• Close to Gimnyeong Maze Park and Manjanggul Cave, making it a great stop on an island tour.

3. Ora-dong Buckwheat Flower Field 🌸

• A picturesque seasonal field that blooms in spring and autumn, creating a sea of delicate white flowers.
• A popular photo spot for nature lovers and those seeking a tranquil atmosphere.
• Often compared to the famous Bongpyeong Buckwheat Fields but with a unique Jeju charm.
• Ideal for romantic walks and cultural experiences, especially during peak bloom.

3. Bijarim Forest 🌲

• A mystical woodland home to over 2,800 nutmeg trees, many of which are 500 to 800 years old.
• Known as the "Forest of a Thousand Years," offering a peaceful and serene atmosphere.
• Features a well-maintained walking path, perfect for a relaxing nature walk.
• Provides fresh air and lush greenery, making it an ideal escape from city life.

4. Manjanggul Cave 🦇

• One of the longest lava tubes in the world, stretching 7.4 km (4.6 miles).
• Formed by a volcanic eruption over 200,000 years ago.
• Features lava stalactites, lava columns, and rare rock formations.
• Home to a massive 7.6-meter (25-foot) high lava column, one of the largest in the world.
• Maintains a cool, eerie underground atmosphere, perfect for an adventurous visit.

5. Jusangjeolli Cliff 🌊

• A dramatic coastal rock formation created by volcanic lava meeting the ocean.
• Composed of hexagonal basalt columns, some standing up to 20 meters (65 feet) tall.
• Offers stunning views of waves crashing against the cliffs, making it a popular photo spot.
• Located along Jeju’s southern coast, near Jungmun Tourist Complex.
• A must-visit for geology lovers, photographers, and nature enthusiasts.