Can a new ad fuel a bibimbap boom in New York?
Can a new ad fuel a bibimbap boom in New York?
A big advertisement for bibimbap (spicy Korean rice mixed with vegetables) carried by the New York Times yesterday is part of an aggressive push to promote Korean food worldwide.
“How about bibimbap for lunch today?” the ad read on the A section on page 23. A picture of colorful bibimbap against a black and white background made the dish look even more appetizing.
A short paragraph below the headline read, “Bibimbap is cooked rice mixed with various vegetables, beef, garnishes and fried red pepper paste. It is said that this dish originated from those attending memorial services and people from rural villages. This dish is very convenient to prepare. Just mix cooked rice with various vegetables, namul (Korean cooked vegetables) and red pepper paste.”
The ad also carried the names and contact information of 17 Korean restaurants in Manhattan. The promotional campaign is the brainchild of Korea PR expert Seo Kyoung-duk and the cast and crew of the Korean TV variety show “Infinite Challenge.” The show’s producers shouldered the expense of the ad.
The show’s cast and crew initially visited New York to shoot a Korean cookery session for the show.
“While shooting episodes on the globalization of Korean food in the middle of New York, we couldn’t help but notice how Korea and Korean food were badly lacking in image,” producer Kim Tae-ho said.
The money for the ad came from funds left over from their overseas travel expenses and from the profits from the Olympic Expressway Charity Concert back home.
“The only way for foreigners to understand Korea without visiting the country is by experiencing Korean cuisine,” Seo said. “This is how we decided to plan our latest advertisement.”
Yoo Jae-seok, a comedian who appears on Infinite Challenge, said, “It’s good to have a chance to promote our national food bibimbap to the world. The ad was made by all the singers who participated in the charity concert earlier and the people who bought the album.”
Starting with bibimbap, Seo said he will begin promoting traditional Korean foods such as bulgogi (Korean marinated beef) and makgeolli (milky rice wine) around the world together with the show’s cast and crew.
Bibimbap is popular in Japan and is rapidly spreading to China and other neighboring countries.
Sam Rehnborg, the president of Nutrilite Health Institute who is visiting Korea Dec. 22-26 to give lectures on healthy living, also said bibimbap is a most nutritious dish in being a rich source of carbohydrates, minerals and protein.
In addition to promoting bibimbap to the world, Seo is also raising awareness of international disputes involving Korea over history and territory to the world, such as fending off Japan’s claim over Korea’s Dokdo island, the use of the term “East Sea” versus “Sea of Japan,” the history of the ancient Korean kingdom of Goguryeo (37 B.C. – A.D. 668), and sex slavery of Korean women in World War II by the Japanese army.
His latest campaign targets China’s alleged attempt to claim Baekdusan Mountain, a revered place for Koreans throughout the centuries.
Seo has also produced TV commercials promoting Korea’s stances on Dokdo and the East Sea. They will be aired at New York’s Times Square. Those interested in his activities can visit his Web site http://www.forthenextgeneration.com/.
