[뉴스피처] “Bibimbap is our food” Made in China infiltrating the home theater

(Seoul = Yonhap News) TVN drama’Vinsenzo’, which has been broadcasting in popularity since last month, advocating a black comedy.

On the 14th broadcast on the 14th, the protagonist Vincenzo (played by Song Joong-ki) and Hong Cha-young (Jeon Yeo-bin) ate instant bibimbap in Korean and Chinese.

The product was written under the Chinese brand name,’Charged Baked Stone Pot Bibimbap’.

Immediately after the broadcast, an online community posted an article pointing out the PPL of’Vinsenzo’, which exposed our representative food, bibimbap as a Chinese product, and it became controversial.

An advertising technique PPL that places the company’s product or brand image in a drama or movie in exchange for sponsorship from a specific company.

It is active in that companies can raise product awareness and that broadcasters and film companies can cover production costs.

Recently, as Korean programs are spreading all over the world through various online video services (OTT), there are many cases of foreign companies doing PPL on Korean dramas.

However, the reckless PPL that hinders the immersion of the drama makes viewers frown.

In a situation where China claims that Hanbok and Kimchi are their own culture,’Vinsenzo’, which put Chinese bibimbap products, could not escape criticism.

Some viewers expressed an uncomfortable appearance, saying, “The whole world sees through Netflix, but it’s not good to see Korean food advertised as Chinese products.”

Here, controversy arose as it became known that the brand labeled’Korean bibimbap’ and’Korean style pao chai’ on other products.

One netizen strongly criticized, “Because bibimbap is our own food, it makes no sense to say that it is Korean’style’,” and “If you think that way, there will be a Chinese’style’ mapo tofu.”

Experts point out that even if it is to cover production costs, we should have been careful in selecting products.

Seo Kyung-deok, professor at Sungshin Women’s University, said, “We have chosen to cover the production cost of (drama), but aren’t China making a ridiculous claim that kimchi, hanbok, and pansori are their own culture?” Chinese food can be misleading to viewers.”

Popular culture critic Chung Deok-hyun also said, “It was a situation where we could know in advance that it could be misleading or create problems if we mix it with the problem of propagation process in China recently.” “It must have been a great disappointment.”

In addition to’Vinsenzo’, PPLs without the context of domestic dramas are often on the cutting board.

The tvN drama’Goddess Advent’, which ended last month, was also overwhelmed by excessive PPL controversy, such as the protagonist buying hot pot from a Chinese company at a convenience store or continuously exposing Chinese brands.

PPL, which is difficult for viewers to accept, has an adverse effect, but the increased exposure of foreign products to domestic dramas also suggests that the status of Korean content has risen.

Critic Deok-Hyun Jung explained, “It means that I acknowledge that PPL for Korean works can be effective in other markets in Asia,” and said, “It means that Korean dramas and contents are exerting global influence.”

Professor Kim Byeong-hee of the Department of Advertising and Public Relations at Seowon University also said, “When tourism is activated, there are many cases where you will always find such things to introduce products (through PPL by foreign companies) to Korean consumers.”

The situation where the capital required for drama production and the demands of viewers are compatible. It seems important to find the right balance between the two.

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2021/03/19 07:00 sent