A poster for "When Life Gives You Tangerines" / Courtesy of Netflix

The global popularity of Netflix's original Korean series "When Life Gives You Tangerines" could help spark a long-awaited rebound in the stagnant tourism industry of the southern resort island of Jeju.

First released on March 7 in 190 countries, the series ranked 5th on the global chart for top TV shows on Netflix, according to the streaming analytics website FlixPatrol on Tuesday. It also emerged as the most popular series in nine countries, including Korea, Vietnam, Thailand, Taiwan and the Philippines.

The series follows the adventurous life of Jeju-born Oh Ae-soon (played by IU), described as "rebellious and clever," and Yang Gwan-sik (played by Park Bo-gum), described as "foolish and sturdy." Their story unfolds across four seasons on Jeju Island, capturing the essence of its changing landscapes.

The series has brought attention to the iconic natural landscapes of Jeju Island, once the leader of Korea's domestic tourism, highlighting its evergreen beauty and captivating scenery.

Visitors pose in a canola flower field in Seogwipo, Jeju Island, Feb. 13. Yonhap

The island was a popular honeymoon destination in the 1980s, a favored retreat in the early 2000s, and a sought-after getaway during the COVID-19 pandemic.

For example, Gimnyeong Seongsegi Beach, known for its cobalt blue ocean, white sand and lava rocks, in the northeastern part of Jeju Island, is where 10-year-old Ae-soon waited for her mother, who was always the last to return from picking abalone off the coast of Jeju.

Additionally, the temple where Ae-soon is forced to perform a meditative 3,000-bow practice by her mother-in-law to conceive a son after marriage is located beneath Seongsan Ilchulbong, a massive volcanic crater designated as a UNESCO Natural World Heritage site.

According to the Jeju Tourism Association, the number of Korean visitors to Jeju Island has been on a continuous decline, from 13.8 million in 2022 to 12.66 million in 2023 and 11.86 million in 2024.

The decline comes as Koreans increasingly favor neighboring Southeast Asian countries, Japan and China, alongside a reduction in available flights. In 2022, Jeju International Airport handled 171,754 domestic flights, but this number dropped to 161,632 in 2023 and further declined to 156,533 in 2024.

In addition, poor service, overcharging and a rise in crimes involving visitors in recent years have also contributed to the decline in interest in traveling to Jeju.

Building on the previous halo effects that K-dramas have had on regional tourism, Jeju aims to revive the tourism industry on which the island heavily relies.

Gimnyeong Seongsegi Beach on Jeju Island / Gettyimages

Jeju's special provincial government announced on Tuesday that it will launch a spring travel campaign from March 28 to April 6, promoting the island's scenic locations adorned with spring flowers and highlighting various cultural events.

In partnership with the Korea Heritage Service's "Visit Jeju Heritage Year 2025" campaign, the island plans to draw visitors to its cultural festivals, set against a regional landscape filled with springtime flowers like canolas and cherry blossoms.

Additionally, a stamp tour program invites visitors to explore the island's famous tangerines, Indo-Pacific bottlenose dolphins and camellia flowers at filming locations, with the chance to win a flight ticket to Jeju through a lottery.

In the meantime, the island's tourism industry insiders hope the growing trend will continue to boost visitor numbers.

"Since the drama's release, inquiries about travel to Jeju have increased significantly. It remains to be seen how this will impact the number of visitors to the island, especially considering the slowdown in travel during January and February," a tourism industry official said. "The popularity of K-dramas appears to be positively impacting the revitalization of tourism to Jeju Island, with the number of foreign tourists also expected to rise amid the ongoing K-drama craze."

"We hope that Jeju's cultural and natural resources will be introduced around the world through the global success of the drama that captures the beautiful four seasons of Jeju,” Kim Yang-bo, director of the culture, sports and education bureau of the Jeju government, said.