Chinese bibimbap PPL controversial drama’Binsenjo’. PhotoㅣtvN broadcast screen capture[매일경제 스타투데이 신영은 기자]
“Sprinkling Chinese bibimbap on the finished’Binsenjo'”. Netizens pointed out: The drama’Binsenzo’, which was on the rise in the hot performance of Hallyu star Song Joong-ki, received a glimpse of controversy over the Chinese bibimbap PPL (Product Placement). In the drama’Goddess Advent,’ which ended last February, the controversy over the Chinese-made PPL is intensifying, with the protagonists Moon Ga-young and Cha Eun-woo eating Chinese instant hot pot.
Chinese bibimbap PPL controversial drama’Binsenjo’. PhotoㅣtvN broadcast screen captureIn the tvN Saturday drama’Vinsenzo’ (played by Jae-beom Park, director Hee-won Kim), which aired on the 14th, Vincenzo Casano (played by Song Joong-ki) and Cha-young Hong (played by Jeon Yeo-bin) ate instant foods with the word ‘marbled stone pot bibimbap’ at the Straw Attorney The appearance came out.
This product is a bibimbap for domestic use in China made by a famous Chinese instant food brand, Zhihaiguo, and is a product that cannot be found in Korea. When it became known that this bibimbap was a product in collaboration with Chungjungwon, Chungjeongwon’s side hurriedly explained that “we did not cooperate.” In particular, the fact that Zhaiguo marked’Korean bibimbap’ and kimchi as’Korean-style pao chai’ on other products added to controversy. Netizens pointed out that “bibimbap is a Korean food, but it’s very exciting to say’Korean-style bibimbap’.”
In addition, the Chinese reaction added to the discomfort. In relation to the Chinese-made PPL of’Binsenzo’ on the 17th, the Global Times, an English version of China’s official media outlet, reported on the 17th that “Korean netizens exploded when the main character eats Chinese’children’s bibimbap”. Some Chinese netizens said, “Bibimbap” It was ridiculed by saying, “It’s about handling leftovers” or saying, “It’s a difficult country to make a drama without Chinese capital.”
The controversy over Chinese-made PPL is not just’Vinsenzo’.
Chinese instant hot pot PPL placed in front of Eunwoo Cha Eun-woo of’Goddess Advent’. PhotoㅣtvN broadcast screen capture 
The drama’Goddess Advent’ was glorified by the Chinese-made instant hot pot PPL. PhotoㅣtvN broadcast screen captureThe tvN drama’Goddess Advent’, which ended last month, has been controversial due to excessive Chinese product PPL. In the play, the main characters Lim Joo-gyeong (played by Moon Ga-young) and Lee Soo-ho (played by Cha Eun-woo) eat an instant “hot pot” of “Zhai Guo” at a cafe. Viewers’ backlash over the deployment of instant hotpot eating instant hot pot in a cafe was strong. The bus stop was also frowned upon by advertisements from China’s e-commerce company’Jingdong’. The netizens were bitter, saying, “It’s not “the goddess advent”, but the “continental advent.”
PPL, which exposes products of specific companies to dramas and movies to cover production costs, is increasing day by day, but PPL that breaks the flow of the drama often rises to the cutting board. In particular, the criticism of the Chinese-made PPL is increasing as China has recently launched an absurd Northeast project that claims that Korean food and culture such as Kimchi and Hanbok are Chinese. Netizens also complained, “Do I have to eat Chinese bibimbap and hot pot at this time?”
South Korean public relations expert Seo Kyung-deok, professor at Sungshin Women’s University, also regretted this. Professor Seo said on his Instagram recently, “A close person suddenly contacted me, so I learned that’Chinese bibimbap’ appeared as a PPL in the drama’Vinsenzo’.” “It seems like it’s a really regrettable decision,” he pointed out.
Professor Seo was also concerned about the further negative impact of Chinese-made PPL, which has been hiding in the world-famous Korean dramas. Professor Seo said, “Rather than targeting Korea, this PPL was aimed at promoting products in many countries through the global influence of Korean dramas. The most worrying thing is, bibimbap in a disposable container written in Chinese. “It can cause misunderstandings of Chinese food to overseas viewers,” he said.
A Chinese advertisement was hung at the bus stop in the drama “The Goddess Advent.” PhotoㅣtvN broadcast screen captureAn official from one production company said, “The status of Korean dramas is increasing, and as they are introduced on global OTT (online video services) such as Netflix, PPL marketing for Korean content by overseas companies is increasing. It is actively used as a window to inform the product to the market,” he said.
An official from a broadcasting company said, “The increase in PPL of overseas products is a proof that Korean dramas are so popular.” I think it seems,” he said.
[ⓒ 매일경제 & mk.co.kr, 무단전재 및 재배포 금지]