China Does It Again? Even This Scene From ‘When Life Gives You Tangerines’ Got Stolen

A major controversy has erupted after scenes from the popular Netflix K-drama When Life Gives You Tangerines were reportedly used without permission in advertising displays at a supermarket in China. The unauthorized use of key visuals featuring lead actors Park Bo-gum and IU has raised concerns over portrait rights violations.

According to Seo Kyung-duk, a professor at Sung-shin Women’s University, a supermarket in Hebei Province, China, was found using still images from the drama for commercial purposes. The specific scene in question depicts the character Gwan-sik (played by Park Bo-gum) selling cabbages on behalf of Ae-soon (played by IU), a heartwarming and widely recognized moment from the series.

The supermarket allegedly used this image along with the promotional caption, “Our cabbage is sweet,” to sell their produce. In addition, other items were being marketed using edited stills from the show with slogans like “Try Ae-soon’s pea rice” and “Is this really yellow croaker?”

Professor Seo criticized the practice, calling it a blatant example of how Korean dramas are being illegally accessed in China, followed by unauthorized commercial exploitation of K-drama actors’ likenesses. He further pointed out that similar infringements have occurred before with global hits like Squid Game and The Glory.

“China has repeatedly used the images of Hallyu stars without consent to promote or sell imitation products within its domestic market,” Seo explained.

Netflix does not officially offer its streaming service in China. Professor Seo highlighted this fact, stating, “This case clearly exposes the reality that Chinese consumers are watching Korean content through illegal means.”

He urged the Chinese government to crack down on such activities, stressing the need for stronger enforcement and preventative measures. “This kind of unauthorized use and portrait rights violation must not be ignored. Strong action is necessary to prevent similar incidents in the future,” he concluded.

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