tvN Drama 'Vincenzo', Controversy Over Chinese Bibimbap PPL
Seo Kyung-deok "It Was Probably a Choice for Production Costs, but It's Regrettable"
[Asia Economy Reporter Heo Midam] The tvN weekend drama 'Vincenzo' has sparked controversy for indirectly advertising (PPL) a bibimbap product from a Chinese company, while Chinese netizens recently mocked bibimbap as "food for poor people," causing an uproar.
Earlier, in episode 8 of the drama 'Vincenzo' aired on the 14th, there was a scene where Hong Ja-young (played by Jeon Yeo-bin) handed a bibimbap lunchbox to Vincenzo (played by Song Joong-ki).
The lunchbox was labeled in both Korean and Chinese as "Chadolbagi Dolsot Bibimbap." The problem lies in the fact that the name of the Chinese company, famous for instant food, was prominently displayed, which could lead foreigners unfamiliar with Korean cuisine to mistakenly believe bibimbap is Chinese food.
Especially amid recent Chinese claims asserting kimchi, hanbok, and pansori as "Chinese traditional culture," criticism has intensified over the decision to feature a Chinese company's bibimbap as PPL.
One netizen commented, "I was surprised to see Chinese writing on bibimbap. Foreigners who don't know bibimbap well might think it's Chinese culture," adding, "This kind of PPL is inappropriate in the current situation. The production company should issue an official apology."
In this regard, China's state-run media Global Times reported on the 17th via its official Weibo account that "Korean netizens exploded over the main character eating China's 'self-heating bibimbap.'"
Upon hearing this news, Chinese netizens disparaged bibimbap, calling it "low-quality food." They reacted with comments such as "Bibimbap came about by gathering leftover ingredients because there wasn't much to eat in Korea," "Bibimbap is a way to use up leftover food," and "Koreans get upset over food made from leftovers."
Some netizens criticized, saying, "They took ads because they lacked money, so what complaints do they have?" "This isn't the first time they make a fuss over trivial matters," and "Without Chinese capital, drama production is impossible in that country."
Meanwhile, Professor Seo Kyung-duk of Sungshin Women's University also expressed concern regarding the Chinese bibimbap PPL in 'Vincenzo.'
Professor Seo stated on his Facebook, "I learned that 'Chinese bibimbap' appeared as PPL in the tvN drama 'Vincenzo.' While it might have been a choice to cover production costs, it seems truly regrettable in times like these."
He added, "The biggest concern is that bibimbap served in disposable containers labeled in Chinese might cause overseas viewers to mistakenly think it is Chinese food."
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