On the 16th, Chungjungwon posted a notice on its homepage and said, “In relation to the PPL of the Chinese brand’Zhai Guo’ inserted in the recently aired’Binsenzo’, the contents of the collaboration with the Chungjungwon brand are mentioned, but this is not true.
He then emphasized, “Cheongjeongwon simply supplies the raw materials of kimchi produced to Chinese consumers at a local plant in China to Zhaiguo, and it is not a form of a joint venture.”
“This product is a product independently produced and distributed by Zhuhai Guo, and our company is not involved in Zhi Guo’s domestic marketing activities or PPL at all,” he said. “There is also no collaborative activity such as product joint development.”
Chung Jung-won also said, “I am sorry that the activity of simply supplying our raw materials to local customers in China while conducting a global business in China has caused concern to our customers as the recent issues are intertwined with them.”
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In episode 8 of the tvN Saturday and Sunday drama’Vinsenjo’, which aired on the 14th, a scene where Hong Cha-young (Jeon Yeo-bin) handed a bibimbap lunch to Vincen-jo (Song Joong-ki) was drawn. The lunch box is a product of a Chinese company, and the logo of the company in Chinese was clearly seen in the scene.
As a result, some viewers expressed their resistance to bibimbap written in Chinese that appeared in Korean dramas.
Seo Kyung-deok, a professor at Sungshin Women’s University, who is taking the lead in promoting Korean culture, said through social media on the day, “Of course, it will be the situation that I chose to cover the production cost of the drama, but it seems to be a really sad decision these days.”
For the reason, he said, “This is because China continues to make ridiculous claims that Kimchi, Hanbok, and Pansori are’the culture of their own country’.”
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Professor Seo said, “Of course, this PPL is not targeting Korea, but I think it was aimed at promoting products in many countries through the global influence of Korean dramas.”
He added, “The most worrying thing is that bibimbap in a disposable container written in Chinese may cause misunderstandings as Chinese food to overseas viewers.”
The product is a product released by Chinese brand Zhi Guo for’domestic use’, and some media outlets reported that the product PPL was part of a joint venture by a Korean company Chung Jung-won, and criticism shifted.