“When Life Gives You Tangerines” Was So Popular, It Reopened an International Flight Route

According to the Jeju Tourism Organization, T’way Air announced on April 22 that it has officially resumed regular direct flights from Kaohsiung, Taiwan’s southernmost and largest port city, to Jeju four times a week. The route had been suspended since 2019 due to the COVID-19 pandemic.

What reignited the demand? Tourism officials point to the soaring international popularity of When Life Gives You Tangerines, the romantic life drama starring IU and Park Bo-gum, which is set entirely on Jeju Island and follows the lives of two island natives, Ae-soon and Gwan-sik, across four seasons.

An official from the Jeju travel industry noted:

"For years, we've seen steady overseas inquiries about Jeju travel thanks to popular K-dramas streamed on global platforms. With the buzz around When Life Gives You Tangerines, interest from Taiwan has grown significantly."

That buzz is backed by numbers:

By February 2024, Taiwanese visitors to Jeju totaled 19,217, up 50.7% from the same period the previous year. While China and Japan traditionally held the top two spots for inbound tourists, Taiwan has now surpassed Japan, rising to second place in 2023.

Since its release, When Life Gives You Tangerines has climbed into the Top 10 most-watched shows in 39 countries, including South Korea, Bolivia, Chile, Morocco, Malaysia, and the Philippines. The show’s emotional storytelling, scenic landscapes, and authentic use of Jeju dialect—carefully localized through subtitles—have resonated deeply with global audiences.

Kang Dong-han, Netflix Korea's VP of Content, recently spoke at the event “Netflix and K-Content Soft Power”, noting:

"From the language to the food, emotions, and music—K-dramas vividly and multidimensionally introduce Korea to the world."

Kaohsiung, Taiwan’s second-largest city, is known not just for its bustling port, but also its transformation into a hub of arts, culture, and eco-friendly urban development. Popular attractions include:

Pier-2 Art Center

Fo Guang Shan Buddha Museum

Cijin Island and Sizihwan Bay

Liuhe Night Market

Its direct connection to Jeju is expected to further strengthen tourism and cultural exchange—a clear example of how Korean content can move people, quite literally, across borders.

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