'When Life Gives You Tangerines' shows Jeju, now being nurtured into a K-content industry
- Input
- 2026-05-04 10:37:53
- Updated
- 2026-05-04 10:37:53
From 'Welcome to Samdalli' and TVING's 'Island' to Disney+'s 'Tyrant,' a series of works utilizing Jeju locations have followed. The trend of Jeju gaining attention as a production base for K-content has also become distinct. The Jeju Content Agency (President Kang Min-bu) is focusing on connecting this trend to local industries. With the mission of "Content Embracing Jeju, a Content Industry Growing with Residents," it is promoting the realization of "Jeju" as a leading K-content city through the convergence of culture and industry.
The key is to transform Jeju's unique stories into industrial assets. The 1,000-year history of Tamna, Jeju Haenyeo and stone culture, Oreums and the sea, village communities, and the lifestyle culture of the old downtown do not remain merely as materials for tourism promotion. When planning, production, distribution, investment, and overseas expansion are intertwined, they become source intellectual property (IP) for films, dramas, webtoons, games, and immersive content. IP refers to content rights that can be expanded into various products and services, such as characters, stories, videos, and music.
Achievements in the video sector were the first to set the trend. Films supported by the Jeju Diversity Film Program recorded 35 instances of winning, being invited to, or being screened at domestic and international film festivals in 2024. This number increased to 76 in 2025. This included 2 domestic releases, 22 awards at domestic and international film festivals, and 52 invitations or screenings.
Films shot on location in Jeju and supported by the Diversity Film Program, such as 'My Name Is' and 'Hanran,' also expanded their reach to audiences at domestic and international film festivals and theaters. Attracting filming locations to Jeju is also intertwined with the local economy. 'Pokssak Sogasuda' conveyed Jeju's nature and family narratives to global viewers. 'Welcome to Samdalli' brought Jeju villages and the sentiment of returning home to the stage of drama consumption.
'Island' and 'Tyrant' demonstrated the potential for Jeju to be utilized for the production of fantasy and genre works. The effectiveness of attracting these works is also confirmed by the numbers. 2 billion won in 2025. 6 billion won in 2025.
1 billion won. Jeju Governor Oh Young-hoon and Kim Min-young, Head of Content for Asia-Pacific at Netflix, are holding up the agreement after signing the ‘Memorandum of Understanding for the Revitalization of Jeju’s Culture, Tourism, and Content’ at Hyangsadang in Jeju City on May 16, 2025. This agreement includes support for the production of content filmed in Jeju, linking domestic and international promotional channels, and establishing a one-stop collaboration system. /Photo provided by Jeju Special Self-Governing Province The points of contact between Jeju and Netflix are also expanding.
*Be Fooled* captures the adventurous life stories of Aesun (played by IU), a "clever rebel" born in Jeju, and Gwansik (played by Park Bo-gum), a "doting, iron-willed man," through the four seasons. Featuring a Jeju dialect title and a narrative set in tangerine orchards and seaside villages, this series is considered a prime example demonstrating how Jeju's lifestyle and culture can connect with global viewers through global online video streaming services (OTT). /Photo = News1 【Financial News Jeju = Reporter Jeong Yong-bok】 Netflix's *Be Fooled* has imprinted the image of Jeju—its tangerine orchards and seaside villages—on global viewers. Since then, Jeju is no longer consumed merely as a backdrop for tourist destinations.
Netflix continues to maintain its ties with Jeju. "Kingdom: Ashin of the North" and "Suriname" were filmed in Jeju. "Pokssak Sogasuda" prominently featured a Jeju dialect title and Jeju's lifestyle and culture. Recently, the production of a new series tentatively titled "Gwandang" has also been confirmed, starring Jeju-born actress Go Doo-shim, as well as Han Suk-kyu, Yoon Kye-sang, Choo Ja-hyun, Yoo Jae-myung, and Kim Jong-soo.
This work depicts the stories of three families based on Jeju's unique regional characteristics. "Gwandang" is a Jeju dialect term referring to close relationships intertwined by kinship, blood, and geographical ties. Jeju's language and social networks are being utilized as narrative assets for global OTT genre productions. The Jeju Content Agency is also strengthening its support system for attracting filming locations.
Starting this year, the support limit for video productions filmed or produced in Jeju has been raised from the previous 50 million won to a maximum of 100 million won. New initiatives are also being pursued to provide logistics and technical support to reduce the burden of filming on the island. Filming in Jeju requires transporting equipment and personnel across the sea. Logistics support serves as a mechanism to lower this cost barrier and encourage long-term filming stays.
The creation of a large-scale video industry cluster has also entered the review stage. This is due to the increased demand for large-scale sets driven by the growth of online video service platforms. Jeju Province is pushing ahead with the construction of a large-scale outdoor set next year. Through a commissioned research study, the agency is reviewing candidate sites, scale, and business feasibility.
The Jeju Content Agency operated a promotional booth for Jeju locations at the Hong Kong Filmart. Moving forward, the plan is to continue efforts to attract international works to festivals such as the Bucheon International Fantastic Film Festival and the Busan International Film Festival. The location industry is a complex industry where accommodation, food, transportation, equipment, on-site personnel, and tourism consumption all move together. When a project arrives, it is not just the filming site that moves.
*Be Fooled* captures the adventurous life stories of Aesun (played by IU), a "clever rebel" born in Jeju, and Gwansik (played by Park Bo-gum), a "doting, iron-willed man," through the four seasons. Featuring a Jeju dialect title and a narrative set in tangerine orchards and seaside villages, this series is considered a prime example demonstrating how Jeju's lifestyle and culture can connect with global viewers through global online video streaming services (OTT). /Photo = News1 【Financial News Jeju = Reporter Jeong Yong-bok】 Netflix's *Be Fooled* has imprinted the image of Jeju—its tangerine orchards and seaside villages—on global viewers. Since then, Jeju is no longer consumed merely as a backdrop for tourist destinations.
/Photo provided by Jeju Content Agency Creative infrastructure and talent cultivation are the backbone of the industrial ecosystem. The Jeju Content Agency operates the Jeju Content Korea Lab, the Asia CGI Animation Center, the Jeju Webtoon Campus, the Jeju Music Creation Center, the Hallim Small Cinema, the Jeju Indoor Video Studio, and the BeIN; Performance Hall. These spaces connect education, creation, production, post-production, performance and screening, and startup support. The Jeju Indoor Video Studio has accumulated filming and operational experience, including for *Island*, *Tyrant*, and the 2022 CFS Grand Finals esports tournament.
Educational achievements followed. The number of graduates in the fields of comics, webtoons, and video increased from 4,924 in 2024 to 5,160 in 2025. Job support for local content companies also expanded. In 2025, the agency supported the hiring of 156 new full-time employees at 76 companies.
The number of employees retained for over two years was recorded at 40. The foundation for connecting the content industry with local jobs is also broadening. Startup support results demonstrate that local content can lead to business opportunities. The Jeju Content Agency provided capacity-building support to 10 early-stage startups in the province.
*Be Fooled* captures the adventurous life stories of Aesun (played by IU), a "clever rebel" born in Jeju, and Gwansik (played by Park Bo-gum), a "doting, iron-willed man," through the four seasons. Featuring a Jeju dialect title and a narrative set in tangerine orchards and seaside villages, this series is considered a prime example demonstrating how Jeju's lifestyle and culture can connect with global viewers through global online video streaming services (OTT). /Photo = News1 【Financial News Jeju = Reporter Jeong Yong-bok】 Netflix's *Be Fooled* has imprinted the image of Jeju—its tangerine orchards and seaside villages—on global viewers. Since then, Jeju is no longer consumed merely as a backdrop for tourist destinations.
This agreement includes fostering talent in Generative AI content, supporting local content companies in utilizing AI technology, and cooperating through global network linkages. /Photo provided by Jeju Special Self-Governing Province Generative Artificial Intelligence (AI) is emerging as a new testing ground for Jeju's content industry. On March 17, the Jeju Content Agency (JCA) signed a business agreement with Adobe Korea and Jeju Special Self-Governing Province at the Biin Performance Hall to "revitalize the content industry based on generative AI. " This agreement is a collaboration that stemmed from the Jeju AI International Film Festival.
*Be Fooled* captures the adventurous life stories of Aesun (played by IU), a "clever rebel" born in Jeju, and Gwansik (played by Park Bo-gum), a "doting, iron-willed man," through the four seasons. Featuring a Jeju dialect title and a narrative set in tangerine orchards and seaside villages, this series is considered a prime example demonstrating how Jeju's lifestyle and culture can connect with global viewers through global online video streaming services (OTT). /Photo = News1 【Financial News Jeju = Reporter Jeong Yong-bok】 Netflix's *Be Fooled* has imprinted the image of Jeju—its tangerine orchards and seaside villages—on global viewers. Since then, Jeju is no longer consumed merely as a backdrop for tourist destinations.
AI creative education was also conducted for 83 students from 11 countries. Through collaboration with international companies and organizations such as Adobe, Google Cloud, and UNESCO, the intersection between AI technology and cultural content was also expanded. AI video production is a field that is transforming creative methods, copyright, ethics, and distribution structures. The Jeju Global Content Forum yielded results in investment and broadcast distribution.
Through Partners Day consulting, Jeju Aepongdang secured 500 million won in investment. The opening animation, 'Shinbi Halmang,' has been confirmed for broadcast on Tooniverse and ANITV in 2026. These are examples of content originating in the region connecting to investment and broadcasting platforms. The challenge ahead is to ensure that Jeju content does not circulate solely within the region.
A structure is needed where creators, companies, investors, platforms, the tourism industry, and educational institutions work together. We must also discover original regional IP and create a more robust network of channels connecting production, distribution, and overseas expansion. This is why Jeju must move beyond being merely a filming location and evolve into a content production base where planning, production, manpower, and distribution are interconnected. Kang Min-bu, President of the Jeju Content Agency, stated, "Stories move people, and content drives regional growth.
" He added, "We will create an environment where creators and companies can stably take on challenges and grow, enabling us to capture the texture of Tamna's 1,000-year history, the daily lives and memories of Jeju people, and the values they have preserved in our content. " President Kang emphasized, "We will strengthen practical support throughout the entire process, from the planning stage to production, distribution, and expansion. " He further stated, "We will work together as an organization with answers on the ground so that Jeju's stories can create empathy and value on more stages.
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jyb@fnnews.com Jeong Yong-bok Reporter