section_path: Reception/Impact
section_name: Impact
paragraph_text: Impact
  
  According to the mobile big data platform Mobile Index, Netflix reported 14 million monthly active users (MAUs) in March 2025, reflecting an increase of over 640,000 from the previous month. This marked the first time Netflix's MAUs exceeded 14 million since January 2023, when the drama The Glory gained significant popularity. Following the initial public release of the series, Pan Entertainment 's stock price rose by 22.12%. Ahead of the second release, the stock reached 3,930 won, surpassing its 52-week high.
  
  Following its release in the first week of March, the series topped the Good Data Corporation's Top 10 TV-OTT Drama Topicality Ranking for seven consecutive weeks. During this period, IU ranked first in the buzz-worthy drama performer category. Park Bo-gum ranked second for six consecutive weeks and third the following week. In the third week of March, Lee Jun-young was fourth, and Kim Seon-ho was tenth. In the fourth week, Kim Seon-ho ranked third, Lee Jun-young eighth, and Kang You-seok tenth. The series also secured the top spot in Gallup Korea 's nationwide survey of favorite TV programs for March, April, and May 2025. It is Netflix’s fifth series to rank first for three consecutive months. It is also the first drama to surpass a 10% preference rating since January 2013.
  
  The show had a major influence on popular culture, resulting in the creation of the term "Pokssak Sogatsuda Craze" (폭싹 속았수다 열풍). It's impact went beyond the series, shaping trends in furniture, fashion, food, and tourism. The mother-of-pearl chest treasured by Ae-sun in the drama prompted a trend of refurbishing similar chests, with many sharing their work on social media. Cafes and boutique hotels incorporating mother-of-pearl chest in neighborhoods like Seongsu-dong and Ikseon-dong have gained popularity among Generation Z. The fashion styles of Ae-sun and Gwan-sik in the drama led to a resurgence of Retro chic, also known as Grandmacore. Online shopping sites reported a spike in searches for these styles after the drama's release, with retro items like pearl hairpins, dot scarves, checkered ties, and floral shirts experiencing a notable increase in sales. A school lunch menu with dishes inspired by the series, such as barley and pea rice, squid, and croaker, gained popularity on social media. These dishes subsequently appeared in various cafeterias, including Hybe 's cafeteria, further increasing online interest. Sales of sesame oil, perilla oil, soju brand, fried chicken brand, and snacks from the show have also experienced a significant boost.
  
  The Jeju Tourism Organization has observed a surge in interest in Jeju, the main setting of the series, prompting airlines to increase flights to Jeju for Golden Week. Major airlines like Korean Air, Asiana Airlines, and Jeju Air reported that all flights to Jeju during the May Golden Week (May 1-6) were fully booked. Many routes to and from Jeju closed early before the holiday, and some remaining seats were sold at more than double the usual price. In addition, after the success of the series, Jeju's local government and Netflix Korea signed the "Business Agreement for Activation of Jeju Culture and Tourism and Content" on May 16, 2025.
  
  IU and Park Bo-gum 's rendition of "Mountain Boy's Love Story" in Gayo Stage was praised, with the song becoming popular in streaming and social media as well as karaoke rooms. Park Bo-gum and Park Hae-joon 's portrayals of Gwan-sik have been well received both domestically and internationally. Their depiction of a loving husband sparked a meme referred to as "Gwan-sik-ness," with the phrase "My Own Gwan-sik" trending on social media as users shared posts about partners and fathers exhibiting similar loving behaviors. Choi Dae-hoon 's portrayal also led to the "Hak-ssi Craze," with the catchphrase "Hak-ssi" becoming well-known and earning him the nickname "Mr. Hak-ssi." Additionally, " Kim Seon-ho 's smile challenge," in which netizen mimics his wink and smile from the drama became viral on social media globally.
  
  The series' recognition led to unauthorized use of its images. A supermarket in Hebei, China, used images of the main characters from the drama in advertisements without permission, including scenes of Park Bo-gum as Gwan-sik selling cabbages and IU as Ae-sun holding a cup of pea rice. On June 2, 2025, shortly before 2025 South Korean presidential election, candidate Kim Moon-soo posted a parody of the series on his social media replacing the faces of Park Bo-gum and IU with his and his wife's. Prior to this, he wore a red tracksuit similar to Gwan-sik's costume while campaigning in Jeju. Some viewers questioned whether Netflix had authorized the use and expressed concerns about politicizing the show. On June 3, Netflix stated that it was aware of the parody but had not approved it and was monitoring for further unauthorized uses.
  
  According to the mobile big data platform Mobile Index, Netflix reported 14 million monthly active users (MAUs) in March 2025, reflecting an increase of over 640,000 from the previous month. This marked the first time Netflix's MAUs exceeded 14 million since January 2023, when the drama The Glory gained significant popularity. Following the initial public release of the series, Pan Entertainment 's stock price rose by 22.12%. Ahead of the second release, the stock reached 3,930 won, surpassing its 52-week high.
  
  Following its release in the first week of March, the series topped the Good Data Corporation's Top 10 TV-OTT Drama Topicality Ranking for seven consecutive weeks. During this period, IU ranked first in the buzz-worthy drama performer category. Park Bo-gum ranked second for six consecutive weeks and third the following week. In the third week of March, Lee Jun-young was fourth, and Kim Seon-ho was tenth. In the fourth week, Kim Seon-ho ranked third, Lee Jun-young eighth, and Kang You-seok tenth. The series also secured the top spot in Gallup Korea 's nationwide survey of favorite TV programs for March, April, and May 2025. It is Netflix’s fifth series to rank first for three consecutive months. It is also the first drama to surpass a 10% preference rating since January 2013.
  
  The show had a major influence on popular culture, resulting in the creation of the term "Pokssak Sogatsuda Craze" (폭싹 속았수다 열풍). It's impact went beyond the series, shaping trends in furniture, fashion, food, and tourism. The mother-of-pearl chest treasured by Ae-sun in the drama prompted a trend of refurbishing similar chests, with many sharing their work on social media. Cafes and boutique hotels incorporating mother-of-pearl chest in neighborhoods like Seongsu-dong and Ikseon-dong have gained popularity among Generation Z. The fashion styles of Ae-sun and Gwan-sik in the drama led to a resurgence of Retro chic, also known as Grandmacore. Online shopping sites reported a spike in searches for these styles after the drama's release, with retro items like pearl hairpins, dot scarves, checkered ties, and floral shirts experiencing a notable increase in sales. A school lunch menu with dishes inspired by the series, such as barley and pea rice, squid, and croaker, gained popularity on social media. These dishes subsequently appeared in various cafeterias, including Hybe 's cafeteria, further increasing online interest. Sales of sesame oil, perilla oil, soju brand, fried chicken brand, and snacks from the show have also experienced a significant boost.
  
  The Jeju Tourism Organization has observed a surge in interest in Jeju, the main setting of the series, prompting airlines to increase flights to Jeju for Golden Week. Major airlines like Korean Air, Asiana Airlines, and Jeju Air reported that all flights to Jeju during the May Golden Week (May 1-6) were fully booked. Many routes to and from Jeju closed early before the holiday, and some remaining seats were sold at more than double the usual price. In addition, after the success of the series, Jeju's local government and Netflix Korea signed the "Business Agreement for Activation of Jeju Culture and Tourism and Content" on May 16, 2025.
  
  IU and Park Bo-gum 's rendition of "Mountain Boy's Love Story" in Gayo Stage was praised, with the song becoming popular in streaming and social media as well as karaoke rooms. Park Bo-gum and Park Hae-joon 's portrayals of Gwan-sik have been well received both domestically and internationally. Their depiction of a loving husband sparked a meme referred to as "Gwan-sik-ness," with the phrase "My Own Gwan-sik" trending on social media as users shared posts about partners and fathers exhibiting similar loving behaviors. Choi Dae-hoon 's portrayal also led to the "Hak-ssi Craze," with the catchphrase "Hak-ssi" becoming well-known and earning him the nickname "Mr. Hak-ssi." Additionally, " Kim Seon-ho 's smile challenge," in which netizen mimics his wink and smile from the drama became viral on social media globally.
  
  The series' recognition led to unauthorized use of its images. A supermarket in Hebei, China, used images of the main characters from the drama in advertisements without permission, including scenes of Park Bo-gum as Gwan-sik selling cabbages and IU as Ae-sun holding a cup of pea rice. On June 2, 2025, shortly before 2025 South Korean presidential election, candidate Kim Moon-soo posted a parody of the series on his social media replacing the faces of Park Bo-gum and IU with his and his wife's. Prior to this, he wore a red tracksuit similar to Gwan-sik's costume while campaigning in Jeju. Some viewers questioned whether Netflix had authorized the use and expressed concerns about politicizing the show. On June 3, Netflix stated that it was aware of the parody but had not approved it and was monitoring for further unauthorized uses.