The K-content ecosystem, which stands at the center of the global cultural zeitgeist, is beginning a journey that creates conditions for focusing on production while also contributing to the revitalization of the local economy.
Netflix and Jeju Special Self-Governing Province signed a memorandum of understanding on May 16 to promote domestic content production and cultural tourism in Jeju. Attending the signing ceremony were Kim Min-young, Netflix's vice president of content for the Asia-Pacific region (excluding India) (hereafter Kim Min-young VP), and Oh Young-hoon, the governor of Jeju Special Self-Governing Province, along with various officials from the institutions. The agreement between Netflix and Jeju aims to step forward in revitalizing the local economy through K-content and to create a unique content production environment in Jeju that provides tangible benefits to domestic creators and production companies.
Recently, When Life Gives You Tangerines has gained immense popularity among viewers both domestically and internationally, shining a light on Jeju as a diverse tourist destination for fans worldwide. Through When Life Gives You Tangerines set in Jeju and Kian’s Bizarre B&B set on Ulleungdo, as well as the upcoming Netflix variety show I Want to Date Although I'm a Single Mom, which is set in Jeju and slated for release in the first half of the year, Netflix is showcasing the colorful attractions of key domestic tourist spots to a global audience.
Netflix and Jeju are collaborating to establish various institutional measures to expand incentives for Netflix-produced content filmed locally, streamline administrative procedures for filming permits, reduce local facilities and equipment rental fees, and facilitate the stay of overseas production personnel. This will support creators to work in a more stable environment.
Furthermore, this cooperation is expected to open new possibilities for content filming in Jeju for the domestic creative industry, while enhancing the competitiveness of K-content, characterized by high quality and robust local storytelling, based on a flexible production environment.
Additionally, there are plans to leverage Netflix's global marketing capabilities and channels to effectively promote Jeju's cultural and tourism assets both domestically and internationally, while also working to enhance local brand value through content. Collaborative marketing efforts will discuss the use of Netflix's official content for promotions such as trailers and posters, as well as connections to domestic and international events and showcasing Jeju-specialized content.
Both parties are also pushing for joint research to more precisely examine the economic and cultural impacts of this cooperation. They plan to broadly investigate the effects of content set in Jeju on local awareness and tourism demand, as well as the process through which local production support leads to growth in regional economic industries.
Kim Min-young VP said, “The memorandum of understanding between Netflix and Jeju is valuable in that it provides practical support for the long-term growth of the South Korean content ecosystem, which has world-class competitiveness.” She added, “We will continue to engage in comprehensive domestic collaboration to promote Korean stories and culture around the world and contribute to the local economy through tourism and the restaurant industry.”
Oh Young-hoon, the governor of Jeju Special Self-Governing Province, remarked, “Today marks a meaningful day as Jeju becomes the first metropolitan local government to sign a memorandum of understanding with Netflix. It signifies the opening of the door to content revitalization efforts made with the Korean content industry and cultural and local tourism development.” He also stated, “With this agreement with Netflix, we will focus all our capabilities to ensure that Jeju can leap forward as a hub for the K-content industry, beyond South Korea, through job creation related to content, training of professionals, support for location filming, establishment of open set studios, and expansion of incentives up to 100 million won.”
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