On April 24, the Gyeongbuk-based local creator company 'Jeodong Coffee' appeared as a filming location for the globally popular Netflix variety show "Daehwanjang Gianzang."
"Daehwanjang Gianzang" is an innovative guesthouse variety program in which designer Kian84, global superstar BTS Jin, and rising variety star Ji Yeeun run a unique accommodation floating on the sea off Ulleungdo. Since its first broadcast on April 8, the show has captured the attention of viewers worldwide, ranking high in the global TOP 10.
In particular, in the final episode released on April 22, 'Jeodong Coffee,' a leading local brand from Ulleungdo that grew through the Gyeongbuk Local Change-Up Project, appeared as a filming location and garnered significant attention from viewers.
'Jeodong Coffee,' selected as an outstanding company in the 2023 Gyeongbuk Local Change-Up Project, developed caramel using local specialties such as pumpkin and deep-sea salt, establishing itself as a representative souvenir of Ulleungdo and a major tourist attraction.
In addition, Jeodong Coffee has continued to discover local resources and develop content, such as creating 'Squid Ink Ice Cream' and Dokdo-themed goods, earning enthusiastic responses from tourists and establishing itself as a regional leader in Ulleungdo's content industry.
The Gyeongbuk Local Change-Up Project is an initiative to discover content that embodies 'local identity,' reinterpret it as a modern brand, raise awareness of local issues, and foster local leaders who seek solutions through collaboration with community members.
The 2025 Local Creator Training Program 'Login Gyeongbuk,' which recruited participants from March 25 to April 21, closed with a high competition rate of 17 to 1.
Additionally, the 'Living Area Local Content Activation Project,' which is recruiting participants from April 21 to May 16 to build a sustainable local economic ecosystem, is also attracting significant interest from local activists.
Jung Sunghyun, Director of the Gyeongbuk Provincial Policy Bureau for the Local Era, stated, "This variety show was a meaningful opportunity to introduce Ulleungdo's identity to global viewers," and added, "We will continue our efforts to discover diverse content that can promote Gyeongbuk's local resources to the world."
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