[서울=뉴스핌] Reporter Lee Ji-eun = tvN was caught up with excessive PPL (Product Placement, indirect advertising). Following’The Goddess Advent’,’Vinsenzo’, which has recently exceeded 10% of the viewer ratings and is receiving favorable reviews every day, is also being hit with excessive Chinese PPL.
◆ Chinese PPL dominated the drama… Bibimbap is also’made in China’?
On the TVN’Vinsenjo’ aired on the 14th, a scene where Jeon Yeo-bin (the role of Hong Cha-young) handed a bibimbap to Song Joong-gi (the role of Vinsen-jo) was broadcast. The scene passed by briefly, about 3 seconds, but the aftermath was great. This is because bibimbap, a traditional Korean food, was wearing Chinese brand clothes.
Recently, some Chinese people insisted that not only Korean kimchi and hanbok, but also the traditional cultural heritage of the knot is Chinese culture.
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| [서울=뉴스핌] Reporter Lee Ji-eun = Chinese brand bibimbap that appeared in the drama’Vinsenzo’ [사진=tvN ‘빈센조’ 캡처] 2021.03.18 [email protected] |
As’Vinsenzo’ is currently being released on Netflix, the world’s largest online video service (OTT), there are growing concerns that overseas viewers may misunderstand the traditional Korean food bibimbap as Chinese food.
Sungshin Women’s University professor Seo Gyeong-deok said after the broadcast, “It may be the situation that I chose to cover the cost of the drama production, but it seems to be a really regrettable decision these days.” He added, “This is because China continues to argue that Kimchi, Hanbok, and Pansori are’the culture of their own country’.”
Professor Seo said, “Rather than targeting Korea, I think that this PPL was aimed at promoting products in a number of countries through the global influence of Korean dramas.” He pointed out that bibimbap may cause misunderstandings as Chinese food to overseas viewers.
◆ tvN consistent with’silent and silent answer’… “When to think about an alternative method”
This is not the first time tvN has been controversial as a Chinese PPL. In the previous’Goddess Advent’, the excessive PPL in China has already made viewers antagonistic.
In the case of’The Goddess Advent’, a lot of Chinese appeared in the background of the work as it would not be strange even if it was a Chinese drama. The scene of eating instant hot pot produced by a Chinese company, the protagonist having a conversation in front of a billboard of a Chinese distribution company, and eating food in front of a convenience store with a Chinese advertisement poster were enough to disturb viewers’ immersion.
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| [서울=뉴스핌] Reporter Lee Ji-eun = Chinese PPL from the drama’The Goddess Advent’ [사진=tvN ‘여신강림’ 캡처] 2021.03.18 [email protected] |
In particular, the hot pot from’Goddess Advent’ is known as a product that is not universally sold in Korea but can be obtained from overseas direct buying sites. did.
PPL has always been controversial within the drama. Viewers are also aware of the use of PPL to cover production costs and are watching the drama, but the controversy is due to the non-realistic setting. Also, as China’s PPL is overexposed in a situation where China is in conflict over Kimchi, Hanbok, etc., viewers’ resentment is growing.
The controversy arose and the viewership rating of’Goddess Advent’ declined slightly, but tvN has consistently remained silent and unanswered despite the PPL controversy of’Goddess Advent’ and now’Vinsenzo’ and has not disclosed any position.
One broadcaster said, “PPL is an element that should not be left out of the work because PPL covers insufficient production costs when producing a drama. It is difficult to receive PPL due to the recent Corona 19, so it is difficult to receive PPL. So this situation has occurred. I think it seems,” he said.
“It is an unavoidable choice from the point of view of the production crew, but as the drama is being released on OTT as well, the ripple power of PPL should also be considered once again. And since the target viewing country of the drama is Korea first, it is replaced when the antipathy of the domestic viewers increases, and You will have to think about how to do it,” he added.