At the southernmost point of South Korea lies the volcanic island of Jeju. It is a UNESCO World Heritage Site and Biosphere Reserve and, thanks to its beautiful beaches, also a popular vacation spot. Some 670,000 people live on the island, which measures 70 kilometers long and 30 kilometers wide and boasts the 1,950-meter-tall volcano Hallasan.
When South Korea first began issuing licenses for the sale of ground water on industrial scale back in 1995, the provincial government of Jeju decided to take commercializing the island's volcanic springs into its own hands. In that way, the island was able to protect its natural resources while at the same time generating revenue with which to drive the region's development. The company that was established for this purpose in 1995, Jeju Province Development Co. (JPDC), is still owned by the provincial government. JPDC currently fills around a million tons of water into PET bottles each year and holds a 42 percent share of the market, making it the leading supplier of bottled water in South Korea.