On May 16, 2025, Netflix and the Jeju Special Self-Governing Province signed a landmark business agreement aimed at revitalizing Jeju Island’s local economy through the production of Korean content, while promoting the island’s rich culture and tourism. The deal, formalized in a ceremony attended by key figures including Kim Min-young, Netflix’s vice president of content for Asia, and Oh Young-hun, Jeju’s governor, marks a significant step in leveraging the global appeal of K-content to drive regional growth. This partnership builds on the success of the Netflix series When Life Gives You Tangerines, which has spotlighted Jeju as a must-visit destination for both domestic and international audiences.
The agreement outlines a multi-faceted collaboration designed to enhance Jeju’s role in the global content industry. Key components include increased financial incentives for Netflix-produced projects filmed on the island, streamlined administrative processes to facilitate local production, and a joint effort to measure the economic and cultural impact of Jeju-based content. According to Netflix, the partnership aims to provide “practical support for the long-term growth of the Korean content ecosystem,” which Kim Min-young described as having “world-class competitiveness.” The deal is expected to create a ripple effect, boosting tourism, supporting local businesses, and fostering job creation in Jeju’s creative sector.
A Tangerine-Fueled Success Story
The Netflix series When Life Gives You Tangerines, partially set in Jeju, has been a catalyst for this collaboration. The show, which weaves the island’s scenic beauty and cultural heritage into its narrative, has drawn significant attention to Jeju as a tourist destination. From its lush barley fields to its iconic tangerine groves, the island’s landscapes have captivated viewers worldwide, sparking a surge in interest among fans eager to explore the settings featured in the series. According to local officials, the show’s success has already contributed to increased tourism demand, with visitors flocking to sites like the barley field highlighted in a May 4, 2025, promotional image.
The agreement seeks to capitalize on this momentum by encouraging more content production on the island. By offering incentives such as subsidies and tax breaks, Jeju aims to attract filmmakers and production companies, positioning itself as a hub for high-quality content creation. Simplified permitting processes will further ease the logistical challenges of filming on the island, making it an attractive destination for both domestic and international projects.
Netlfix & Jeju's Regional Collaboration
The Netflix-Jeju partnership sets a precedent for how streaming platforms and regional governments can collaborate to mutual benefit. By aligning cultural promotion with economic goals, the agreement offers a blueprint for other regions seeking to harness the power of content creation. For Jeju, the deal is an opportunity to move beyond its traditional image as a tourist destination known for tangerines and beaches, establishing itself as a dynamic player in the global content industry. Kim Min-young underscored this vision, stating, “The value of this business agreement lies in its ability to foster sustainable growth for both the Korean content ecosystem and Jeju’s local economy.”
Local stakeholders are optimistic about the partnership’s potential. Tourism officials anticipate a sustained increase in visitors, particularly from international markets, as more Netflix productions showcase Jeju’s landscapes and traditions. The creative community on the island is also expected to benefit, with opportunities for local talent to contribute to high-profile projects. The agreement’s focus on simplifying administrative hurdles ensures that Jeju remains competitive as a filming destination, potentially attracting other major players in the entertainment industry.
As Netflix and Jeju embark on this collaborative journey, the world will be watching to see how this partnership shapes the future of K-content and regional development. The success of When Life Gives You Tangerines has already proven Jeju’s appeal as a storytelling backdrop, and with Netflix’s backing, the island is poised to become a cornerstone of Korea’s content industry.
The agreement’s emphasis on data-driven analysis will provide valuable insights into the interplay between content, tourism, and economic growth, potentially informing similar initiatives elsewhere.For now, Jeju’s tangerine groves and barley fields will continue to inspire stories that resonate with global audiences, thanks to a partnership that transforms cultural heritage into economic opportunity.
Source: WikiTree via Korea JoongAngDaily
