[Column] Bulgari and COVID-19

Lee Seung-jin, Consumer Economy Department Reporter

[Asia Economy Reporter Seungjin Lee] A report has emerged that has shocked the entire nation at the brink of the fourth wave of COVID-19. It claims that ‘Bulgari’s’, a fermented milk product from Namyang Dairy Products, can prevent COVID-19. Following the report, the Korea Disease Control and Prevention Agency rebutted, stating that "it is difficult to expect any effect." Experts pointed out that "mentioning effectiveness without human trials is a very dangerous statement," intensifying the controversy.

The controversy began at the ‘Symposium on the Development of Antiviral Foods in the COVID-19 Era’ held on the 13th, hosted by the Korea Institute of Medical Science. At the symposium, research results were presented showing that Bulgari’s product inhibited the COVID-19 virus by 77.8% in experiments using monkey lung cells as host cells.

Surprised by the unexpected announcement, reporters attending the symposium repeatedly asked whether drinking Bulgari’s would be expected to have antiviral effects. The presenter answered that it was expected to have an effect. Some responses were given by the head of Namyang Dairy Products’ Antiviral Immunity Research Institute. This is how the report that Bulgari’s has a COVID-19 inhibitory effect came about.

As the controversy grew, Namyang Dairy Products responded. They explained that the event was not hosted by Namyang Dairy Products and was simply a presentation of research results, but unintendedly, reporters who attended reported that it was effective against COVID-19, causing misunderstandings. However, the Korea Institute of Medical Science, which hosted the event, is a joint research institution for Bulgari’s, and the main presenter was a researcher affiliated with Namyang Dairy Products.

The aftermath was significant immediately after the announcement. Namyang Dairy Products’ stock price surged to the upper limit during after-hours trading. On the 14th, it continued to rise by nearly 6%. In large supermarkets and online malls, Bulgari’s quickly sold out, leading to restrictions on the number of units sold per person. Convenience stores also saw a 75% increase in Bulgari’s sales compared to the previous day.

Although Bulgari’s sold out and the stock price rose, market reactions remain cold. There are even criticisms that mentioning the effectiveness of laboratory research results for COVID-19 prevention itself violates research ethics. Namyang Dairy Products feels unfairly treated, but ultimately brought the trouble upon themselves. In a time when even vaccines are hard to trust, the public is desperate enough to cause a Bulgari’s frenzy over a small research announcement.