[팩트체크] Chung Jung-won collaborated with Chinese bibimbap?

Drama’s Bibimbap PPL and Chungjungwon collaboration controversy confirmed

Recent tvN dramas <빈센조>Chinese instant food brand’Zhai Guo’ bibimbap appeared. It was pointed out that it was inappropriate PPL when considering China’s cultural process. It is argued that people who watched the drama may misunderstand bibimbap as Chinese food.

However, a suspicion was raised that Zhhaiguo bibimbap, which appeared in the drama, was related to the target group’s’Cheongjeongwon’. The Chinese and Korean markings are written on Zhai Guo bibimbap, and the phrase “Collaborate with Cheongjeongwon” is written on the cover. Some netizens have raised questions about whether the product was made for export to China by Chungjungwon. The news top confirmed whether Chung Jung-won and Zhhai Guo bibimbap were related.

◈ Is Zhi Guo bibimbap a collaboration product with Chungjungwon? → Not true

As a result of the newstop’s confirmation, Zhi Guo bibimbap, which is sold in domestic shopping malls such as G Market and Wemake, stated that it is “collaborating with Cheongjeongwon’s Korean brand.” In the product description, he emphasized the fact that it embodies the traditional taste of Korea, saying, “It is a real Korean kimchi bibimbap made with Cheongjeongwon.”

However, in a phone call with a newstop, Chung Chung-won said that Zhi Guo’s product description was untrue. The person in charge said that the contents of cooperation with Chungjungwon are specified in the current Zhaiguo product, and “Cheongjeongwon and Zhaiguo have never made an official collaboration.” In addition, as stated on the Chungjungwon website, it is possible that Chungjungwon has delivered products to China, but said that it has not researched and produced products in collaboration with the Zhaiguo company. Next, Zhi Guo said that the company itself will respond to the declaration that it has produced products in collaboration with Chungjungwon in domestic and overseas shopping malls.

The newstop asked the seller’s position through’Overseas Direct Guo Lai Lai’, which is in charge of overseas direct delivery of’Zhai Guo Bibimbap’ in Korea. Zhikouo explained that there was a translation error in the process of producing the product detail page in the Korean version. The product description that “cooperated with Cheongjeongwon” originally means, “Based on Chungjungwon, a traditional Korean food brand, the traditional taste, aroma, and shape of Korea are utilized.” There is no actual collaboration between Chungjungwon and the manufacturing process.Is. In addition, he acknowledged that the product description may be misleading and said that it will change the contents in the near future.

In fact, the Chinese local Zhaiguo products currently sold at the’Gyeongdong’ shopping mall in China are simply marked as “originated from an authentic Korean brand, Chungjungwon.” The term’collaboration’ was not used. However, there is a lot of misunderstanding that there was some kind of cooperative relationship with Chungjungwon just by mentioning “It originated in Chungjeongwon.”

As controversy arose on the Internet, Chung Jung-won made a statement on the 16th that it did not cooperate with Zhikouo Bibimbap. Through the homepage, Chungjungwon drew a line saying that they simply supply raw materials to China, have never jointly developed products, and have not been involved in domestic marketing.

◈ Korean kimchi Pao Chai (泡菜)Why write?

In addition to the phrase that it collaborated with Chung Jung-won, the product of Zhai Guo bibimbap was controversial by marking kimchi as’pao chai’. Both the zhai guo bibimbap sold in Korea and China marked Korean kimchi as’pao chai’. By the way, Pao Chai is a Chinese-style pickled vegetable that is unique to China. Although the expression’Korean Pao Chai’ may be familiar to China, it is bound to seem contradictory to Koreans.

In the background of the bizarre expression’Korean Pao Chai’, there is a policy of writing kimchi in China. In China, kimchi sold locally is referred to as Yanchai (腌菜ㆍpickled vegetables). “Chinese Food Safety National Standard GB 2714-2015 Pickled Vegetables” means vegetables made by processing salt, candied or pickled soy sauce. The term’Yenchai’ is used as a major category that refers to all salted vegetables, including kimchi.

Pickled vegetable foods that fall under this category include’Dong Chai’ and’Song Chai’, and’Ja Chai’, which is known to Koreans as a Chinese restaurant’Cha Sai’, and’Pao Chai (泡菜). ‘Etc. Pao Chai is famous for Sichuan Pao Chai and is a traditional Chinese food such as Western pickles and Japanese skemono. However, confusion has arisen in China as Korean kimchi is marked as Pao Chai.

Although kimchi is clearly different from other pickled vegetables such as pao chai, the perception of kimchi as the same as pao chai is still prevalent. The Naver Chinese Dictionary also translates Pao Chai into’Kimchi’. As a result of searching Pao Chai in the search box,’Kimchi Jjigae’,’Kimchi Jeon’, and’Kimchi Fried Rice’ were found as related keywords.

Recently, there have been reports that the Chinese government is forcing the labeling of’pao chai’ (泡菜) on Korean kimchi sold in the country. In fact, Korean companies such as Chungjungwon and Jonggajip write the product name of kimchi that they produce or export in China as’Pao Chai’ and write it as kimchi in English. However, the Chinese national standard GB is classified to be labeled as Pao Chai as pickled vegetable foods from not only Korea but also other countries such as Germany. However, as Chinese companies write Korean kimchi as Pao Cha, and sell them all over the world more frequently, the perception that China is trying to steal kimchi has grown.

Korean kimchi is quite different from Chinese Pao Chai. In principle, spaghetti is not called’Italian noodles’ in Korea, so it is correct to call kimchi rather than’Korean Pao Chai’. However, Chinese characters are not phonetic characters, but ideograms with meanings for each character. As there is an inconvenience of having to create the word’Kimchi’ by combining new Chinese characters, there is also the aspect of just using the familiar Pao Chai. In the early 2010s, food stocks for agriculture, forestry, and livestock have applied for trademark rights in China, Taiwan, and Hong Kong by designating the Chinese name of kimchi as’Shinchi’, but they are not used well. Given this situation, there are voices that the Korean government needs to actively respond to maintain the kimchi brand.

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