Illustration: Liu Xiangya/GT 

A single line from a South Korean drama When Life Gives You Tangerines has once again brought Zhangjiajie in Central China's Hunan Province into the spotlight. In the final episode of the drama, which premiered on Netflix in March, the main characters promise to "go to Zhangjiajie to see the falling leaves next year."

Thanks to years of steady engagement with the South Korean market, the Zhangjiajie National Forest Park was quick to respond, sharing episode stills, riding the wave of attention, and once again proving that film and television can open powerful doors for tourists when cities are prepared to act.

The moment struck a chord with audiences and quickly went viral on China's social media platform Sina Weibo, sparking conversations about why this scenic mountain park has become such a beloved destination for South Korean travelers.

The drama, starring K-pop star IU and Park Bo-gum, has received a high rating of 9.6/10 on Chinese media review site Douban. According to the Korea Times, the series held the top spot on Netflix's global Top 10 list for non-English shows from its premiere on March 7 up until just before the fourth episode aired. More significantly, it may revive South Korea's long-standing interest in a real-world destination: Zhangjiajie.

The drama reached its finale over the weekend, with the main characters overcoming hardships and finally finding happiness, making a promise to "go to Zhangjiajie to see the falling leaves." Zhangjiajie's cultural and tourism authorities promptly seized the opportunity and made the most of the buzz, sharing stills from the final episode on Douyin, China's major short-video platform, with the hashtags, "Let's go to Zhangjiajie to see the falling leaves next year" and "When Life Gives You Tangerines."

Listed as a UNESCO World Heritage Site, the Zhangjiajie National Forest Park, part of the Wulingyuan Scenic Area, is well known for its tall sandstone pillars. This isn't the first time that Zhangjiajie has gained international attention through TV dramas and films. Parts of the 2009 movie blockbuster Avatar by James Cameron was filmed in Zhangjiajie, which brought a wave of global tourists. Now, this heartfelt South Korean drama is once again putting Zhangjiajie on the map, this time by connecting viewers through emotion and story.

According to a report by the China Youth Daily on Monday, a staff member from the Zhangjiajie Municipal Government's Tourist Service Center said that it's not unusual for Zhangjiajie to be mentioned in South Korean dramas.

"We have dedicated marketing campaigns targeting the South ­Korean ­market. South Korean travelers visit here throughout the year, and many believe that showing filial piety means bringing their parents to see the mountains in Zhangjiajie."

Data from local authorities in Hunan shows that foreign nationals made up about 60 percent of all entry-exit travelers in the province during the first half of 2024. In Zhangjiajie, the proportion of foreign travelers was especially high, with South Korean tourists making up the largest share, ranking first among all foreign visitors to Hunan, domestic news outlet Jiemian.com reported.

Zhang Mingtao, an official with local publicity department, responded to Jiupai News, saying that they had taken note of the viral quote.

"Zhangjiajie has always been especially popular among South Korea's senior travelers," he noted.

From November 8 to December 31, 2024, Zhangjiajie received nearly 23,000 visitors from South Korea, doubled compared with the same period in 2023 and up 47 percent from 2019. Looking ahead, cultural and tourism authorities will step up efforts in various areas to further boost inbound tourism, said Zhang.

"The jie in Zhangjiajie does not mean 'border,' it stands for a shared space that belongs to you, me and everyone. It is a place open to the world," Zhang added.

While using popular films and TV IPs to promote tourism, local cultural and tourism authorities should also focus on targeted communication. It's important for each region to analyze the specific characteristics of its existing sources of international visitors. Then, whether through the internet or films and TV programs as a medium, they should highlight and promote their unique local features that are most likely to appeal to audiences, Sun Jiashan, an associate researcher at the Central Academy of Culture and Tourism Administration, told the Global Times.

Zhangjiajie has become a top destination for South Korean tourists thanks to over two decades of engagement, a strong cultural fit and impressive natural landscapes. Since 2001, Zhangjiajie has invested in Korean-language services, direct flights, and sister-city relations to better serve this market. With mountain hiking deeply rooted in Korean culture, the park's unique sandstone peaks and forest scenery perfectly align with South Korean travelers' preferences.

While in the past, most travelers from South Korea to Zhangjiajie tend to be elder, and many opt for group tours, Kyle, a Chinese graduate student and travel enthusiast in Seoul, told the Global Times that he believes more and more young people in South Korea will embrace Zhangjiajie as well.

Many travel influencers have identified Zhangjiajie as their new selling point. On YouTube, a well-produced long-form video about the destination can easily attract viewers, Kyle pointed out.

"That said, Zhangjiajie's vast natural beauty continues to captivate visitors, and its appeal goes far beyond traditional travel styles. As personalized, self-guided travel options continue to grow, Zhangjiajie may well become a popular choice for young adventurers looking to reconnect with nature and seek out thrilling experiences," he added.

Beyond Zhangjiajie, cities across China are starting to realize that a scene in a popular TV show can attract more tourists than traditional advertising.

Take Hengdian World Studios, a major film production base in East China's Zhejiang Province as an example. It has also risen to become a popular tourist spot, especially for foreign visitors who enjoy Chinese historical dramas. According to China Central Television, the number of international tourists visiting Hengdian saw a 10-time year-on-year increase in 2024.

Source: Global Times