Foreign Hamburgers That Don't Rot for Decades, Why Does Korea Use the Same Flour? [Opinion]

Machado, Famous for Rotten Hamburger Ads, Visits Korea
Overseas Declare No Preservatives, No Artificial Colors
Domestic Bread Faces Similar Issues but Responds Passively

Marketing industry giant Fernando Machado came to Korea to attend the 2024 Busan International Marketing Advertising Festival (MAD STARS 2024), which ends on the 23rd. He is the first person in the world to win the title of ‘Grand Brand Genius’ from the famous advertising magazine Adweek twice. In April, the American Marketing Association inducted him into the ‘Marketing Hall of Fame.’

Among the marketing campaigns he launched, the most famous might be ‘The Moldy Whopper.’ In 2020, when he was the marketing director at Burger King, he publicly showcased a hamburger slowly rotting over 34 days. The sight of purple and white mold gradually engulfing the burger was far from pleasant. Logically, it is natural for food left out to spoil. People who were enthusiastic about this campaign might find it strange.

Burger King Moldy Hamburger Advertisement Photo Capture

The reason the campaign succeeded is that many people abroad believe hamburgers do not rot. In fact, stories about flour-based foods that do not rot often appear in international news. A similar article was published in April. The New York Post and others reported that a British herbalist revealed a hamburger that remained intact after one year. The herbalist noted that the fresh-looking cabbage inside the burger would turn brown if the vegetables he grows are not properly cared for.

One year is nothing. In 2022, an American man posted a photo online of a Big Mac he bought five years earlier that was still intact. In 2019, an Icelander revealed a seemingly intact McDonald’s hamburger and fries that had been stored since 2009. Iceland’s National Museum even took the burger for exhibition purposes.

In 2020, Fox News aired a story about a hamburger bought 24 years ago and stored in a closet, which still looked intact. The vegetables had rotted away, but the meat patty was just dried out and appeared fine. There was no mold. Hamburger companies respond to such controversies by citing preservation environment issues. People suspect that too many preservatives are used. There are also claims that flour made from genetically modified wheat is the cause.

After showing the rotting hamburger, Machado declared that he would drastically reduce the use of artificial colors, sweeteners, and preservatives in American stores. Subsequently, many food companies in the US and Europe announced their participation. Machado’s campaign swept major global advertising awards. However, there has been no word of Korean food companies joining in. Are Korean food products free from the problem of non-rotting flour? It is unlikely. They just seem uninterested.

In fact, in 2015, a small media outlet called FactAll bought bread from major domestic food companies such as Paris Baguette, Tous Les Jours, and Samlip Food, stored them in a refrigerator, and observed them for an article. After more than six months, there was not a single mold spot. They even tasted the bread and found no issues with flavor. At the time, FactAll asked each company about the use of preservatives and other factors, but did not receive proper answers. A CJ representative, which operates Tous Les Jours, reportedly responded by asking, “Isn’t it better if it doesn’t spoil quickly?”

Korea imports flour to make bread. If the experiment were repeated now, similar results might come out. The heatwave has turned Korea into a steam room. The tropical nights seem endless. It is hot and humid, and mold seems likely to grow everywhere. It is curious whether flour-based foods will remain unaffected. It is problematic if they cause issues, but it is also problematic if there are no issues and people simply rejoice.