The faces of Park Bo Gum and IU, stars of the hit Netflix series 'When Life Gives You Tangerines', were reportedly used without permission by a supermarket in China, prompting public criticism.

The drama is not officially available in China, raising serious concerns over illegal distribution and the violation of publicity rights.

Professor Seo Kyung Duk of Sungshin Women’s University stated:

“I received reports from netizens that a large supermarket in Hebei Province, China, was using scenes from the drama without permission for marketing purposes.”

Photos from the site show still cuts from the show featuring Park Bo Gum (as Yang Gwan Shik) and IU (as Oh Ae Soon) being used on promotional displays. Their images were spotted in various product sections, alongside phrases such as “Sweet cabbage!” and “Try Ae Soon’s pea rice!”

Professor Seo strongly criticized the incident:

“This is not just a case of illegal streaming but also blatant commercial exploitation of the actors’ images without consent. In recent years, characters from Korean hits like Squid Game and The Glory have similarly been misused in China to promote counterfeit goods and generate profit.”

Although Netflix is not officially available in China, Korean dramas — including 'When Life Gives You Tangerines' — continue to circulate widely through unauthorized channels, fueling the ongoing illegal use and commercialization of their content.

Professor Seo added:

“If Chinese authorities are turning a blind eye to this, they’re effectively condoning the illegal distribution of foreign content. Government-level action is urgently needed to protect the rights of Korean creators and their intellectual property.”