[서울신문] “Koreans are excited with bibimbap because of lack of food culture”… Chinese mockery [이슈픽]

Song Joong-ki’s drama PPL controversy

While criticism is being raised as excessive Chinese PPL (product indirect advertisement) for’Chinese bibimbap’ that appeared in the tvN weekend drama’Vinsenzo’, Chinese netizens have even dismissed food culture and are controversial.

According to the content that became popular on the 18th, the Chinese government-run Global Times recently posted a scene in the drama’Vinsenzo’ through Weibo’s official account, where the protagonist Song Joong-gi eats Chinese bibimbap. It exploded.”

Chinese netizens are working under the favor of bibimbap. Through SNS and article comments, reactions such as “Bibimbap is a way to handle leftover food”, “Bibimbap came out after collecting the remaining ingredients because there was not much to eat in Korea”, “Koreans are excited about bibimbap because of lack of food culture”. Showed.

The controversy about bibimbap from China began when the scene of the male protagonist Vincenzo (Song Joongki) being handed an instant bibimbap in’Vinsenjo’ aired on the 14th. It was a short video of about 3 seconds, but the brand was a Chinese brand, and especially, it was a traditional Korean food, bibimbap.

In addition, the point that the product was marked as’Korean Pao Chai (Chinese pickled vegetables)’ in Chinese was pointed out and pointed out that it’reflects China’s position.’

Seo Gyeong-deok “It’s a pity these days”Seo Kyung-deok, professor at Sungshin Women’s University, said “It’s unfortunate” about the controversy over the Chinese bibimbap PPL in the drama’Vinsenzo’.

Professor Seo said on his Facebook page that he learned that Chinese bibimbap appeared as a PPL in the drama Vincenzo.

“Recently, China is continuing to argue that Kimchi, Hanbok, and Pansori are’the culture of their own country’. Rather than targeting Korea, this PPL is a product in many countries through the global influence of Korean dramas. I think it was aimed at publicity.”

“A country where drama production is impossible without Chinese capital”

China’s influence on Korean content is increasing. The industry says it is difficult to turn away from China’s PPL to cover the increased production costs. The average production cost per episode on a mini-series basis has risen to the level of 600 million won. This is a three-fold increase from 200 million won in the early 2010s.

Prior to’Vinsenzo’, in the tvN drama’Goddess Advent’, a high school girl in the drama eats an instant hot pot from the famous Chinese instant food brand’Zhai Guo’. In addition, the logo of the Chinese e-commerce company’Jingdong’ was indirectly advertised in the background of the bus stop.

There is also a mockery of’China Money’, which is spreading as a Korean drama film.

Over the China Money PPL, Chinese netizens continued to mock “A country where drama production is impossible without Chinese capital”, “Don’t ignore Chinese influence”, “Korean dramas are dominated by Chinese influence” and “Just make it in China”.

Reporter Kim Chae-hyun [email protected]