Joo Ho-jin
Can This Love Be Translated? protagonist
From Wikipedia, the free encyclopedia
Joo Ho-jin (Korean: 주호진; pronounced [tɕu.ho.dʑin]; born 1991) is a fictional character and the main protagonist of the Netflix romantic comedy series Can This Love Be Translated?, created and written by screenwriters Hong Jung-eun and Hong Mi-ran (the Hong sisters). Portrayed by Kim Seon-ho—marking his return as a romantic comedy lead—the character made his debut when the series premiered on January 16, 2026.
- Episode 1
- January 16, 2026
- Episode 12
- January 16, 2026
| Joo Ho-jin | |
|---|---|
| Can This Love Be Translated? character | |
Joo Ho-jin on his job as simultaneous interpreter for dating show Romantic Trip (portrayed by Kim Seon-ho) | |
First appearance |
|
Last appearance |
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| Created by | Hong Jeong-eun and Hong Mi-ran[1] |
| Portrayed by | Kim Seon-ho[2] |
| In-universe information | |
| Full name | Joo Ho-jin |
| Korean name | |
| Hangul | 주호진 |
| RR | Ju Hojin |
| MR | Chu Hojin |
| Nickname | Papago[A] |
| Occupation | Multilingual interpreter Korean, Chinese, Japanese, English, Italian, French |
| Family | Yoon Won-jae (maternal grandfather, deceased) Joo Seong-han (father) Yoon Mi-jung (mother) Dario (step-father) Na Jin-seok (half-brother) Na Yeon-jeong (Na Jin-seok's mother) |
Significant other | Cha Mu-hee |
| Origin | Seoul |
| Nationality | South Korean |
Directed by Yoo Young-eun, the series features Ho-jin as a polyglot working as a freelance simultaneous interpreter. The plot follows his evolving relationship with global top star Cha Mu-hee (Go Youn-jung) while working as an interpreter during the international production of the dating reality show Romantic Trip in Canada and Italy.
The character generated high audience engagement on social media—frequently described by press outlets as "Joo Ho-jin fever"—which helped drive the series' global viewership. Netflix reported that the series spent two consecutive weeks at number one on its global non-English chart and ranked as the second most-watched South Korean Netflix original series in the first half of 2026.
Kim's performance received critical praise, with reviewers highlighting his foreign-language dialogue execution, vocal tone, and on-screen chemistry with Go. The role earned him several Best Actor nominations. Beyond the screen, the character spurred set-jetting tourism to filming locations across South Korea, Japan, Canada, and Italy, while dialogue spoken by Ho-jin was featured on the 2026 10th Grade Literature Exam in Hanoi, Vietnam.
Character storyline
Joo Ho-jin is a professional simultaneous interpreter who maintains a highly structured life. He makes an annual trip to Shonan, Japan, to manage his lingering attachment to his first love, Shin Ji-sun (portrayed by Lee E-dam).[3] During his last visit, he meets aspiring actress Cha Mu-hee at a local ramen shop. After an incident arises that requires Ho-jin to interpret, Mu-hee witnesses his skills and gives him the nickname Papago.[A][5] Following an event where Ho-jin helps Mu-hee resolve a personal issue, the two spend time together before parting ways in the afternoon at the Enoden railway crossing.[6]
They reunite in South Korea when Ho-jin is served as an interpreterfor Mu-hee during her international press tour following the success of her film, The Quiet Woman. Their paths cross again at a hotel in Japan, where Ho-jin discovers that Mu-hee struggles with hallucinations of Do Ra-mi, her character from the film. He helps her secure an appointment with a Japanese psychiatrist and serves as her interpreter.[6]
Seeking to avoid the wedding of his first love Ji-sun to his half-brother, Na Jin-seok (portrayed by Sung Joon), Ho-jin joins the crew of the dating reality show Romantic Trip, where Mu-hee participates as a featured cast member. Filming takes place in Canada and Italy.[7] Tasked with translating for Mu-hee and Japanese actor Hiro Kurosawa (portrayed by Sota Fukushi), Ho-jin finds his professional boundaries compromised by his growing feelings for Mu-hee. When Ji-sun unexpectedly arrives in Canada as a replacement director, tensions rise. After sharing a memorable night watching the aurora and their first kiss a few days later, a misunderstanding regarding Ho-jin's past relationship with Ji-sun causes Mu-hee to withdraw from him, prompting him to attempt to resign from the show.[3]
Discovering Mu-hee's alter ego, Do Ra-mi, Ho-jin realizes the true depth of her condition and stays on the show. In Italy, he works as the interpreter by day and acts as a secret handler for Do Ra-mi by night, eventually learning her childhood trauma before Do Ra-mi says goodbye. When rumors spread that Ho-jin has an Italian girlfriend, Mu-hee grows jealous, not knowing that it was actually Do Ra-mi. Production eventually moves to Ho-jin's mother's winery, where Mu-hee helps him reconcile with his estranged mother just before her wedding to her new Italian husband, Dario. During the final shoot, Ho-jin translates Hiro's love confession. After obtaining footage of Ho-jin's devastated state, Mu-hee regains her memory, and the two reconcile, kiss, and spend their final night in Italy together.[8]
Meeting by chance on a train to Busan, Ho-jin finally has an opportunity to come clean about his past feelings for Ji-sun, and both part ways amicably as they already move on with their new relationships. Mu-hee's uncle later meets Ho-jin to share details about Mu-hee's childhood incident. Later, Ho-jin relays what he has learned to Mu-hee, revealing that her family has deceived her and her parents are actually still alive. Mu-hee decides to find her mother abroad, prompting a temporary breakup with Ho-jin. Near Christmas, Mu-hee returns, and the two reunite at a star observatory, sharing a kiss.[9]
Characterization
According to Netflix promotional materials, Joo Ho-jin is characterized as a "language genius," highlighting his role as a polyglot proficient in multiple languages, including Japanese, English, and Italian, in addition to his native Korean. He works as a simultaneous interpreter, traveling globally for his work,[6][10] having previously abandoned his ambitions of becoming a novelist.[11]
Actor Kim Seon-ho described the character as capable and intelligent, noting that while Ho-jin may seem indifferent at times, he possesses an underlying warmth and stands firmly on his own as a mature man.[12] Director Yoo Young-eun sought to portray him as a refined, classic figure rather than a follower of contemporary trends, a design philosophy reflected in both his wardrobe and living environment.[13] Ho-jin's house, inherited from his maternal grandfather, serves as a space filled with books and antiques that acts as a metaphor for his lingering ties to the past.[14] Yoo conceptualized the residence as a blend of Western and traditional Hanok architectural styles, creating a modern design deeply rooted in generational history to emphasize that the property was passed down rather than newly built.[13]
Netflix Tudum further describes Ho-jin as reserved, introspective, and highly rational,[14] stating that he "prioritizes exactitude above all else in his work and personal life" and "prefers to deal with the complexities of language rather than own emotions."[6] Although the drama leaves his family background largely unexpressed on-screen, Kim approached the role understanding that the character carries deep emotional scars beneath his wealthy upbringing. Because he developed defense mechanisms to act like nothing is wrong, Ho-jin remains largely unaccustomed to expressing his true feelings.[15] Kim explained that while affectionate, Ho-jin remains emotionally restrained, deliberating carefully before speaking or taking action.[16] Director Yoo echoed this perspective, characterizing him as grounded and rational, someone who processes the world logically, akin to "zero or one." Although polite and kind, Ho-jin maintains firm boundaries until he can fully process his feelings.[13]
Ho-jin's personality closely influences his communication style. Within the Myers–Briggs Type Indicator framework, Kim identified Ho-jin as a "T" (thinking type),[16] while Go Youn-jung categorized him more specifically as an ISTJ.[17] Kim noted that these personality traits manifest in a communication style that is neat, sharp, and direct, often delivered with a formal, literary cadence.[18] Director Yoo highlighted the character's linguistic choices, such as the use of the term dangshin,[B] noting that it reflects a traditional, elevated manner of speech.[13]
Character development, casting and portrayal
Concept and creation
In 2019, the Hong sisters began developing a tvN television series centered around an interpreter, with Park Jun-hwa attached as director.[20] Plans for international filming in China were initially set, but the COVID-19 pandemic forced their cancellation.[21] Production restarted in 2023 under Trii Studio, a subsidiary of Imaginus, which is the parent company of the Hong sisters' label, Studio Sot. Yoo Young-eun took over as director for this phase.[22][23] By June 2024, the series was officially confirmed as a Netflix original series,[24] marking the first time for both the Hong sisters and Yoo.[25]
The Hong sisters collaborated closely with Yoo during the development phase. Their initial aim was to produce a romantic comedy about contrasting personalities who bridge their gaps through language, a concept that influenced the title, scenarios, and character professions. As the work developed, the story shifted from overcoming mere linguistic boundaries into a profound exploration of truly understanding another person.[26][27]
Ho-jin's profession as a simultaneous interpreter anchors the narrative structure.[28] Building on their observation of how heavily the public relies on mobile translation applications, the Hong sisters proposed that when trust is placed in a human interpreter, dependence increases, creating a foundation for a powerful romantic connection. The core premise is that love operates as a form of communication; however, because each individual possesses a distinct "love language," expressions of affection often get misinterpreted. To drive the plot, they designed Ho-jin to clash with a love interest possessing an entirely opposite communication style, generating an ongoing cycle of misunderstandings.[29][30]
Casting
The casting process for Joo Ho-jin's role went through several iterations, beginning in April 2023 when Son Suk-ku was offered the lead role,[31] but ultimately declined in favor of Nine Puzzles.[32] In July 2023, it was reported that Kim Seon-ho was in talks to play the part.[33] Netflix confirmed the casting of Kim and his main co-stars in June 2024.[24] The production marked Kim's first leading role in a Netflix original series, as well as his return to the romantic comedy genre following Hometown Cha-Cha-Cha (2021).[34][35]
Yoo explained that Kim was chosen because his acting strengths matched the complex traits of the character, which were shaped through extensive discussions with the writers. Because the drama focuses on a slow-burn romance, Yoo needed an actor who could clearly project subtle emotional changes. According to Yoo, Kim possesses exceptional talent with these expressions, alongside the ability to handle the character's serious, restrained traits while delivering the writers' signature comedy style.[36][37] The Hong sisters expressed satisfaction with the casting, stating, "After casting actor Kim Seon-ho, we truly enjoyed writing the script while imagining his performance. From Ho-jin's characteristic neatness to the dynamic moments where he wavers due to love, and the cool-headedness with which he controls the unexpected twists thrown by Mu-hee, he portrayed everything perfectly. He performed even better than we had imagined, making us incredibly happy."[38]
"Everyone has their own language. To understand a person; actions, eye contact, tone of voice, and even physical touch are all languages too."
Kim decided to accept the casting offer because he enjoyed the previous works of the screenwriters and director, and he was drawn to the script's international travel aspect. He also found the role of a multilingual interpreter an interesting challenge, particularly resonating with the line, "Every person has their own language."[39] Regarding the fantasy element, he only grasped the full picture after receiving the complete script prior to the table read.[18] However, he was already aware of the dual-identity nature of Cha Mu-hee and Do Ra-mi beforehand. Although he had previously been attached to Pretty Crazy, a project featuring a similar dual-identity concept, it did not influence his decision to accept this role. He noted that the narrative unfolded differently, finding Ho-jin's secret relationship with Do Ra-mi entertaining[40] and Do Ra-mi serving as an "interpreter" for Ho-jin and Mu-hee especially compelling.[15][41]
Portrayal
From Kim's perspective, no scene was particularly difficult apart from learning the new languages. Even then, he did not regard the process as overly hard, noting that he later found it enjoyable in retrospect.[42] While Ho-jin's official profile lists him as fluent in six languages, Kim lacked actual fluency in foreign languages. To prepare, he underwent four months of intensive training. Luckily, he only needed to master three: Japanese, English, and Italian. He started by memorizing the script verbatim before establishing the emotional framework through Korean run-throughs. He collaborated closely with language coaches to refine pronunciation and vocalization. He deliberately maintained a consistent speaking speed and tone across each language while still meeting his coaches' standards, achieving a natural delivery through rigorous repetition. In his own time, he also studied grammar. During filming, he continued working simultaneously with his coaches.[15][43] At the series press conference, he remarked that acting in a foreign language is more challenging than performing action sequences.[44] He mentioned that multilingual scenes demanded sustained focus, noting that he occasionally stuttered when transitioning back to his native Korean.[45]
To portray an interpreter convincingly, Kim drew on real-world experiences. He observed many professional interpreters, noting that Sharon Choi served as a particularly important influence.[46] Further practical guidance came from his Japanese coach, who is himself a professional interpreter,[47] and his Italian coach, who works as an interpreter at the Italian embassy.[46] He paid close attention to the technical demands of the profession and to interpreters' habits.[48] He noticed that professional interpreters tend to focus heavily on reading speakers' lips to capture everything being said and jotting it down quickly in memos.[49] Most interpreters also detach themselves from their own emotions to maintain objectivity.[48] Translating these insights into his performance, Kim aimed for precision in his vocal delivery as an interpreter: a flat, natural tone that would transmit cleanly through a microphone into earpieces, with crisp pronunciation.[43] He lowered his pitch and register significantly below his normal speaking voice,[50] while modifying his speech patterns to create a clear distinction between moments of interpreting and ordinary conversation.[46] Because the role placed heavy demands on his voice, he established a daily morning routine of drinking warm tea to preserve it throughout the production.[51]
The Hong sisters also welcomed improvisation, allowing Kim and Go to contribute their own ideas and ad-libs.[52] Director Yoo noted that their contributions enriched the scenes beyond the original script.[13] In building on-screen chemistry with Go, Kim explained that their rapport developed gradually mirroring their characters' journey. Early filming in Japan felt awkward after only five days of preparation in Korea, but their bond deepened during shoots in Canada and Italy.[43] During their free time, they memorized and rehearsed lines together, swapping roles to better understand the nuances of each character.[53] Kim found the technique helpful; because his MBTI aligns with a "feeling type," he often struggled to grasp Ho-jin's blunt delivery. By consulting Go, who identifies as a "thinking type," he gained a clearer understanding of Ho-jin's motivations, which in turn helped him fully internalize his character.[15][49]
Kim also described their characters' contrasting personalities using a metaphor, framing Ho-jin as a "tree that doesn't sway" and Mu-hee as "grass swaying in the wind."[17] He realized that if Ho-jin failed to maintain his center, there was a risk he would be swept away and the core meaning of the character would be lost amid Mu-hee's fluctuating emotions.[50] This led Kim to prioritize precision in his performance, remaining composed with minimal physical reactions. He focused on minute details—such as gaze direction, eyebrow movement, or a single hand gesture—to convey weight while keeping the rest of his body still, pouring immense intention into his movements to match the careful delivery of his dialogue.[54] Kim consulted the screenwriters beforehand on how much of his own personality to blend into the role, resulting in subtle physical expressions, natural reactions, and specific performance nuances that closely reflect his own, a detail he noted he would be pleased if viewers noticed.[55]
Kim stated, "As Ho-jin gets to know Mu-hee, their colors mix and dye each other."[14] To portray how the initially stiff and upright Ho-jin begins to waver under Mu-hee's influence, Kim discussed with the director and screenwriters to map out this transformation.[50] He and Yoo also analyzed the script together to plan precise moments for his character to soften.[15] With the creative team agreeing that Do Ra-mi should be viewed as a reflection of Mu-hee's emotional scars rather than a separate persona, Kim approached the alter ego with added flexibility, portraying Ho-jin as warmer, albeit clumsy and unsure, to convey his earnest desire to help.[50][56]
Themes and analysis
The character's profession as multilingual interpreter has prompted discussion about the continuing importance of human interpreters in the age of artificial intelligence. Reporter Kim Ji-hwan stated that the very presence of a human interpreter carries significance, no matter how much science advances.[3] Referring to Ho-jin as the "Human Papago,"[A] Tech reporter Hwang Jeong-ho argued that AI-driven translation is transforming the interpreter's role from a full profession into a specialized skill, particularly in high-stakes fields such as law and medicine, where human interpreters like Ho-jin remain essential. AI cannot yet replicate their role in ensuring professional accountability, interpreting non-verbal intent, and navigating complex social dynamics. Ultimately, the role is shifting from simple linguistic bridging to facilitating the critical human connection necessary for successful communication.[57]
Critical analysis has further examined Ho-jin's inner characterization. Sejong University visiting professor Son Chi-yeok noted that Ho-jin follows the Hong sisters' character archetype, wherein seemingly perfect characters are often suspended between "past and present" or "reality and fiction," and they achieve personal growth only by colliding with their opposites. However, Ho-jin is unique because of his profession as an interpreter. Viewing language purely as a tool for work rather than a means of expressing feeling, he distrusts relationships built on words. He withholds emotion from both his family and Ji-sun, clinging to a rigid, logical existence that cannot accommodate instability. This defensive structure only begins to crumble after he encounters Mu-hee.[58]
Art Insight editor Kang So-jeong posited that Ho-jin uses his profession as a psychological shield, adhering to an ethic of strictly accurate translation free from personal emotion. While essential to his work, this habit of clinical and straightforward communication becomes a liability in his personal life, where its perceived bluntness hinders his relationships.[59] In a separate analysis, Kim Hyun-jung of Science Times cited a 2024 Human Nature article by Marta Kowal et al. defining love as a "commitment device" rather than a mere feeling, arguing that Ho-jin's role as an interpreter mirrors this idea as he constantly interprets Mu-hee's intentions to ensure their relationship becomes a lasting commitment.[60]
누가 다정하면 죽을 것 같았다
Nuga dajeonghamyeon jugeul geot gatatda
I felt like I would die if someone were kind to me
The term dajeong (다정; 'affectionate, gentle, or kind') defines Ho-jin's character. Professor Choi Yu-kyung observed that the inclusion of Kim Kyung-mi's poem Dajeongi Nareul in the series explains the dynamics between Ho-jin and Mu-hee. Choi suggested that Mu-hee, convinced she is unlovable, feels deeply unsettled by Ho-jin's kindness because it forces her to confront long-buried emotional vulnerabilities.[61] Writing for The Hankyoreh, popular culture critic Hwang Jin-mi evaluated Ho-jin's character setup as dajeonghan namseongseongui yutopia (다정한 남성성의 유토피아; 'utopia of gentle masculinity'). His persona as a sunjeong dajeong mungwanam (순정 다정 문과남; 'a devoted, kind, liberal arts man') serves as an antithesis to igwanam.[C] This latter archetype is frequently associated with the rise of gender divide in South Korea, further intensified by derogatory online tropes such as pongpongnam[D] and eogulchung.[E] Hwang argued that Ho-jin's sensitivity and capacity to embrace personal flaws offer an alternative to the toxicity prevalent in male-dominated online subcultures and serve as a model for successful romance.[63]
Gong Na-ri of The Media & Arts Culture identified Ho-jin as a practical psychoanalyst for Mu-hee, by observing Mu-hee's "untranslated language" through her alter ego, Do Ra-mi, as well as her impulsive behavior and delusions. Gong interprets his approach through a Freudian lens, comparing Ho-jin's explanations of Do Ra-mi's actions to the psychoanalytic interpretation of dreams, and suggests his presence acts as a psychological mirror that helps integrate Mu-hee's fragmented self.[67] Heo Gyu-hyeong, Chief Director of the Yonsei Sansup Mental Health Clinic, documented a discussion with fellow psychiatrists Kim Ji-yong and Oh Dong-hoon that further analyzed Ho-jin's role. They argued that while navigating Mu-hee's dual personality, Ho-jin functions as someone who connects her "scattered heart." The "true interpretation" in the drama, they maintained, lies in acknowledging all facets of a person rather than dismissing them. By seeking the emotions behind Do Ra-mi's words instead of trying to erase her, Ho-jin helps integrate Mu-hee's fragmented self.[68]
Focusing on the character's visual presentation and aesthetic choices, Kim Ui-hyang of The Boutique commented that his refined style suits his character, describing his fashion as "a smart dandy look" or "warm classic" centered on the principles of quiet luxury by prioritizing high-quality fabrics and precise silhouettes over overt branding.[69] Columnist Cho Soo-jin offered a separate semiotic analysis of his clothing, arguing that it mirrors the central conflict of the character: his professional ability to decode complex global languages contrasted with his tendency to misread emotional cues. Cho observed that Ho-jin uses rigid, structured tailoring and neutral tones in professional settings to project logic and emotional distance, but as his feelings for Mu-hee evolve, his wardrobe shifts from crisp, tightly buttoned formal wear to softer, textured knits as a visual metaphor for the gradual cracking of his defenses and his character development.[70]
Reception and impact
Critical reception
While critical response to the series was mixed, Kim's return to romantic comedy received widespread praise. Writing for Ize, columnist Cho Seong-kyung stated that Kim "is once again earning fans' trust with his romantic acting."[71] India Today critic Keshri described his return as a reclamation of his place in the genre after a long absence, noting that he excels at portraying Ho-jin as an emotionally present character rather than a dramatic or heroic one. She observed that much of his performance is conveyed through silences, pauses, and hesitant glances, making the character feel real.[72] Writing separately for India Today, Agarwal highlighted his "natural warmth, suave restraint, and playfulness," noting that Kim gave initially stoic character "emotional elasticity" without falling into caricature.[52] Palat of Gulf News also praised Kim for portraying his character with more depth than typical male leads,[73] while Gong Na-ri of Munhwa Journal Mac credited his balanced performance with softening the character's potential stiffness.[67]
Park Jin-young of JoyNews24 commented that the performances of Kim and Go and their on-screen chemistry served as the series' sole defining highlight despite its narrative flaws.[74] Other critics largely shared positive view regarding their chemistry: Keller of Decider described it as "undeniable,"[75] Suwitcha of Bangkok Post called it "fantastic,"[76] Almeida of O Tempo referred to it as "magnetic,"[77] and Nadkarni of Mashable India framed it as "so beautiful that you unknowingly fall in love with everything the show has to offer."[78]
Critics also praised Kim's performance as a multilingual interpreter. Baek Byung-yeul from The Korea Times called his performance "impressive."[79] Musnicky noted that Kim almost seamlessly navigated the various languages and stylistic nuances required for the role,[80] while French pop critic Guigou highlighted his smooth transitions between languages alongside direction that emphasizes emotional vulnerabilities.[81] Writing for the literary magazine Keulmadang, Axelle likewise described Kim's capacity to switch between distinct language families as "particularly remarkable."[82] Jeong Seo-yeong of Woman Donga further remarked that Kim demonstrated impressive range by mastering the unique diction and gestures of each foreign language, alongside praising his deep immersion and restrained gaze.[83]
Jung Yu-mi from Ize noted that the interpreter role suited Kim and showcased his true potential. Jung also praised his gentle baritone and characterizing the performance as exquisite due to his natural delivery, nuanced acting, and precise emotional timing.[84] Writing for Korea Medical, Lee Bo-hyun analyzed the technical aspects of Kim's vocal delivery and attributed his skill to classical theater training. Lee observed that Kim's voice blends masculine resonance with softness, highlighting his clear pronunciation and breath control, which allow him to convey subtle emotional shifts without monotony. Lee concluded that Kim's steady, low register delivers a sense of stability "akin to that of a professional voice actor."[85]
Kim's performance garnered numerous accolades, including a nomination with Go in the Fan Choice Couple category at the 2026 Asia Star Entertainer Awards,[86] he secured nominations for Best Lead Actor and the People's Choice Award for Male Actor at the 2026 Global OTT Awards,[87] as well as Best Performance in an International Series at the SEC Awards.[88] Further recognition followed with Best Actor and Popularity Award nominations at the 2026 Blue Dragon Series Awards, as well as nominations for Best Actor in International Competition[89] and Outstanding Asian Star at the 2026 Seoul International Drama Awards.[90]
Viewers reception and its impact
The character generated significant social media interest, with a viral clip circulating under what media outlets described as "Joo Ho-jin fever."[91] This helped drive the series' global viewership.[92] Netflix reported that the series reached the top 10 in 60 countries and topped the global non-English chart for two consecutive weeks following its premiere. The series remained in the top 10 for five weeks, accumulating over 271 million viewing hours and 20.6 million views during its first seven weeks.[93] Later, the Netflix engagement report for the first half of 2026, released on July 17, 2026, recorded the series ranking 19th globally with 28.6 million views and 377.7 million hours viewed.[94][95]
Ho-jin's impact was further evidenced by big data analytics firm Good Data Corporation, which ranked Kim second after his in TV-OTT drama cast buzzworthiness for three consecutive weeks in January, while the series also ranked first in the integrated TV-OTT drama category during that same period.[96] By the end of January, Kim had gained more than one million new social media followers.[97] The buzz also influenced fashion trends, with consumer interest spiking for Ho-jin's messenger bag and overall wardrobe.[69]
Beyond fashion, the drama stimulated literary interest, with Women Sense reporting the rise of "poet core" and highlighting the show's role in promoting Kim Kyung-mi's poetry collection, The Order of the Shooting Pain, which entered the bestseller list after being featured.[62] On June 1, 2026, a dialogue from the series was featured in the 2026 10th Grade Literature Exam in Hanoi, Vietnam. The exam question quoted an exchange where Ho-jin states that there are over 7,100 languages in the world, to which his teacher responds, "There are as many languages as there are people in the world, because everyone speaks their own language." Based on this excerpt, candidates were required to write an essay exploring an individual's capacity to listen to the voices around them.[98][99] Ho-jin's appearance in the exam quickly gained online attention, with young viewers expressing excitement that a popular drama had become part of a major test, while teachers praised the material as fresh and relatable for encouraging student reflection on communication and empathy.[100]
Tourism impact
Travel Alberta and Destination Canada have partnered with Netflix to launch a strategic set-jetting campaign showcasing Alberta by leveraging Ho-jin and Mu-hee's on-screen journey.[101] To drive travel to the region, the tourism boards published official filming location guides featuring the couple in their official websites,[102][103] while Netfix Canada mapped out the show's southern Alberta settings on its "Netflix In Your Neighbourhood" platform.[104] This tourism promotion is further amplified by marketing collaborations with major airlines, WestJet and Air Canada.[105][106]
The campaign delivered measurable results. By February 15, South Korean travel platform Tripbtoz reported that the destinations' accommodation reservations had doubled, with demand centering on Banff and Canmore.[107] On February 18, Hana Tour noted increased interest in the Canadian Rockies, identifying Quarry Lake in Canmore as a frequently requested site.[108] In May, Mark Ham, executive director of Alberta Film Commissions and Cultural Industries, reported over 23,500 views for Travel Alberta's campaign materials, while partners estimated 3,316 bookings generating approximately CA$15 million in economic value.[109] By July, local artist Jason Carter noted a surge in visitors to Quarry Lake which also increased foot traffic to his nearby art gallery.[110]
Tourism also surged in other countries, prompting South Korean travel agencies to introduce specialized tour packages not only to Canada, but also to Japan and Italy.[111] In March 2026 Trip.com reported that interest in Kamakura and Enoshima, the couple's first meeting spots, have increased by 60%, including a 55% jump in hotel searches, a 66% rise in Enoden train bookings, and a 64% increase in local tour reservations.[112] This influx led to overtourism near the featured railway crossing. In response, local authorities installed multilingual signage in late March to protect private properties.[113] Blue House Senior Spokesperson Kang Yoo-jung mentioned in MBC Radio interview that the series transformed the small Tuscan town of Montalcino, turning it from a quiet destination into a tourists hotspot.[114] Italian media also reported similar tourism surges in Civita di Bagnoregio, Lazio.[115]
See also
Notes
- Papago is an artificial intelligence language translation program owned by Naver.[4]
- Pongpongnam (퐁퐁남) is a neologism combining pongpong (퐁퐁; 'a dishwashing soap brand') and nam (남; 'man'). Proponents, primarily misogynists, use this derogatory term to describe husbands they view as emasculated income providers. It stems from Seolgeojiron (설거지론; 'Dishwashing Theory'), a narrative claiming that women with promiscuous pasts marry elite, inexperienced men who then surrender their paychecks and perform household chores like dishwashing.[64][65]