The international success of a new Korean drama set on Jeju Island is breathing new life into South Korea’s long-stagnant tourism industry.

Since its worldwide debut on March 7 across One Hundred Ninety countries, the Netflix original series When Life Gives You Tangerines has soared in popularity, climbing to fifth place in Netflix’s global top television rankings as of March 18, according to streaming analytics platform FlixPatrol. The show has also topped charts in nine countries, including South Korea, Vietnam, Thailand, Taiwan, and the Philippines.

Set entirely on Jeju Island, the series follows the intertwined journeys of two locals over the course of a year, offering a season-by-season portrait of the island’s lush beauty. With sweeping shots of tangerine orchards, coastal cliffs, and volcanic landscapes, the drama immerses viewers in the unique charm of Jeju’s natural environment.

Once the crown jewel of domestic tourism in South Korea, Jeju has faced a prolonged downturn due to global travel restrictions and shifting trends. However, the renewed spotlight from the globally streamed series is prompting fresh interest from international travelers eager to explore the island’s serene shores, traditional villages, and vibrant culture.

Industry experts anticipate that the cinematic showcase of Jeju’s landscapes and lifestyle could catalyze a surge in global tourism to the island throughout 2025 and beyond, as fans of the series look to retrace its scenic paths and relive the drama’s heartfelt narrative in real life.

With the global audience now enchanted by Jeju’s year-round magic, local tourism boards are preparing for a potential revival, leveraging the show’s momentum to reintroduce the island as a top-tier travel destination in Asia.

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