When Life Gives You Tangerines: Jeju’s Not Just Squeezing Tangerines — They’re Squeezing Opportunity

With the growing popularity of the Netflix series When Life Gives You Tangerines, filmed against the scenic backdrop of Jeju Island, the local government is taking action to capitalize on the show's success — and perhaps boost what it felt was a missed opportunity.

On April 1, the Jeju Provincial Government and the Jeju Content Agency announced plans to launch a major content industry cluster project this month. The initiative includes the creation of a large-scale outdoor set, featuring permanent open-air studios, indoor facilities, and supporting infrastructure. Construction is expected to begin as early as next year.

Currently, 3 to 5 candidate sites in eastern Jeju, including rural ranch areas, are under review. Authorities will use the upcoming feasibility study to determine the most suitable location and investment model. They are also exploring how to utilize nearby infrastructure to support the facility.

Jeju’s picturesque nature — including coastal zones and volcanic hills (oreum) — is often restricted by conservation laws, making large set construction difficult. As a result, many productions have struggled to build filming locations on the island.

In fact, When Life Gives You Tangerines had originally planned to build its set on Jeju, but scrapped the plan due to administrative hurdles. The final filming location was moved to Andong in North Gyeongsang Province.

💰 More Incentives for Film & Drama Projects

To encourage future productions, Jeju has increased its filming incentives from 50 million KRW to 100 million KRW (approx. $75,000 USD) per project starting this year. An additional 200 million KRW was secured through a supplementary budget, bringing the total 2024 support fund to 3.5 billion KRW.

By comparison, Gyeonggi Province offers up to 150 million KRW in filming support, while Incheon, Gwangju, and Daejeon each provide 100 million KRW.

In the past two years, Jeju has hosted over 20 film and TV productions, including tvN’s Welcome to Samdalri, and films like Tyrant and Exhuma, generating an estimated 31 billion KRW in local economic impact. Based on these results, the province has committed to expanding production support.

🚢 Cruise Tourism from Jeju Set to Launch This May

In a related tourism boost, Jeju will also launch its first cruise departures from Gangjeong Port in Seogwipo starting in May.

The cruise will sail round-trip from Jeju to international destinations and back, operating 33 trips through the end of the year. Each voyage will carry 60–120 domestic passengers, offering 4- or 5-night itineraries.

When Life Gives You Tangerines — The Netflix K-Drama That Captivated the World

When Life Gives You Tangerines, the heartwarming Netflix K-drama set in Jeju Island, quickly became a global hit, topping trending charts across the world.

The series follows the emotional growth of two childhood friends, Ae-soon (played by global K-pop and drama icon IU) and Gwan-sik (Park Bo-gum), as they navigate love, life, and dreams on the scenic coastlines of 1950s Jeju.

Its emotionally rich storyline, stunning cinematography, and slow-burn romance struck a chord with both domestic and international audiences. The drama's finale aired to critical acclaim, praised for its poetic closure and deep character arcs.

Directed by Kim Won-seok (My Mister, Signal), the cast also includes veteran actress Moon So-ri, Park Hae-joon, and Kim Seon-ho in a special role — further boosting its buzz among fans of top-tier Korean dramas.

With its strong performances, nostalgic setting, and emotional depth, When Life Gives You Tangerines solidified its place among the best Korean dramas on Netflix in 2024.