18 mixed-breed dogs who once roamed the streets of Jeju Island have successfully “debuted” into loving families over the past two and a half years. (Image courtesy of Tangerine Entertainment)
JEJU, Mar. 19 (Korea Bizwire) – In an uplifting tale that has captured hearts across the nation, 18 mixed-breed dogs who once roamed the streets of Jeju Island have successfully “debuted” into loving families over the past two and a half years, courtesy of an ingenious adoption campaign.
The project, spearheaded by a group called “Tangerine Entertainment” (translated), employed a novel “debut” concept akin to the K-pop industry to promote the oft-overlooked “country mutts” — known as Sigorjav in Korean — for adoption.
Beginning in November 2021, the group rebranded these rescues as “trainee idols” seeking their big break — in this case, finding a “dedicated fan” (an adopter) to welcome them into their home.
Divided into three groups — Jeju Tangerines, Jeju Mandarins, and Noji Citrus — the canine trainees were promoted through quirky marketing tactics typically reserved for aspiring pop stars.
The first batch, the Jeju Tangerines, found families in Seoul, Busan, and elsewhere within just five months of the project’s launch, their photogenic appeal amplified by creative posters akin to an idol group’s debut teasers.
An American family from Illinois finally offered Orange her debut opportunity, becoming the 18th and final rescue to complete the adoption journey. (Image courtesy of Tangerine Entertainment)
As the Tangerines graduates moved into their forever homes, the older Noji Citrus members — the “mother dogs” of the Tangerines — swiftly followed suit, with all but one finding adoption success. The Jeju Mandarins, rescued after the Tangerines, were next to secure families, one by one.
However, one trainee — a Mandarin named Orange — lingered without a permanent home, becoming the project’s self-proclaimed “long-term trainee.” That was until March 14, when an American family from Illinois finally offered Orange her debut opportunity, becoming the 18th and final rescue to complete the adoption journey.
Orange will temporarily remain under Tangerine Entertainment’s care until joining her new family in the United States this summer, with the organization documenting her “debut preparations” on social media.
“The profound significance lies in these being medium-sized mixed breeds, traditionally less favored for indoor adoption in Korea,” explained Koo Nak-hyeon, Tangerine Entertainment’s founder. “While such dogs are ubiquitous in rural areas, including Jeju, their countryside origins don’t justify a life of hardship. We wanted to prove that mixed breeds can find loving homes just like any other dogs.”
The lighthearted “debut” approach resonated, earning praise for positively reframing the often-somber narrative surrounding abandoned animals. Upon news of Orange’s adoption, comments flooded social media, with one individual posting, “This is the happiest news I’ve encountered this year.”
Lina Jang (linajang@koreabizwire.com)
