According to South Korean media outlet Chosun Biz, the images of Park Bo Gum and IU, the two main leads of the popular Netflix drama When Life Gives You Tangerines, were reportedly used without permission by a supermarket in China.

Professor Seo Kyung-duk of Sungshin Women’s University revealed that a large supermarket in Hebei Province had used still cuts from the series for promotional purposes. Scenes featuring Park Bo Gum’s character Yang Gwan Shik and IU’s character Oh Ae Soon, where the characters are selling cabbages in a market, were spotted on in-store displays. The images were accompanied by marketing phrases like “Sweet cabbage!” and “Try Ae Soon’s pea rice!”

Professor Seo condemned the unauthorized use, highlighting it as a clear case of commercial exploitation and violation of portrait rights. He further noted that this misuse is part of a broader trend, citing previous cases where characters from Korean dramas like Squid Game and The Glory were similarly exploited to promote counterfeit goods in China.

When Life Gives You Tangerines’ Popularity in China Sparks Piracy Concerns

The Korean drama When Life Gives You Tangerines has achieved remarkable popularity in China, even with the country’s ban on Netflix. According to Chosun Biz, the drama recorded the highest ratings of the year on China’s major review platform, Douban.

Upon release, the series entered Netflix’s Global Top 10 (non-English) series chart. It ranked fourth in its first week, climbed to second in the next, rose to first in the third week, dropped to third in the fourth week, and returned to first in the fifth week.

Despite Netflix being blocked, Chinese viewers accessed the drama through proxy services and unauthorized platforms. Clips of When Life Gives You Tangerines circulated on several Chinese OTT platforms, with local media extensively covering the show’s growing popularity. Chosun Biz reported that the drama earned a 9.4 score on Douban, China’s largest review platform.

The emotional depth of the series was further emphasized when a viewer reportedly required hospitalization after experiencing breathing difficulties during a particular scene.

Chosun Biz also noted that the enthusiasm around the show sparked discussions about a possible softening of China’s restrictions on Korean cultural content. Some believe this shift in attitude could hint at a broader change.

However, the situation has not been without criticism. Professor Seo expressed concern over the widespread piracy and criticized China for allowing illegal access to foreign content. He stated, “Now is the time for the Chinese authorities to step in. They must conduct strict crackdowns on illegal activities by their citizens to ensure that such incidents do not happen again.”

When Life Gives You Tangerines: A Timeless Story of Love and Dreams

Set in 1950s Jeju Island, When Life Gives You Tangerines paints a heartfelt tale of dreams and first love. The story centers on Ae-sun, a spirited young woman who aspires to be a poet, and Gwan-sik, a quiet man who cares for her deeply but struggles to show it.

The drama captures global attention, topping IMDb’s list of highest-rated TV shows for 2025 with a 9.3 score. The series is available on Netflix.

When Life Gives You Tangerines has been nominated in several categories at the Baeksang Arts Awards, including nominations for IU and Park Bo-gum for Best Actress and Best Actor in the Television category, respectively.