Criticism Arises Over Alleged SNS Viral Marketing
'Bungeoppang Model' Kim Jongoh in the Spotlight
From Street Stall to Official Department Store Collaboration
"A handsome part-timer is selling bungeoppang.", "He’s more handsome than Kwon Sang-woo."
An unexpected 'bungeoppang selling' craze is sweeping through social networking services (SNS) like Instagram. The bungeoppang vendors drawing attention are all male influencers with striking looks. Dressed in expensive clothing, they consistently wear serious expressions while making bungeoppang and even boldly offer a special deal of '4 pieces for 1000 won.' However, some critics argue that their real purpose is not selling bungeoppang but viral marketing.
On the morning of the 14th, posts about 'handsome bungeoppang vendors' spread across various SNS platforms such as Instagram, TikTok, and X. These posts are all short video clips featuring the vendors, filled with compliments about their appearance like "More handsome than Kwon Sang-woo" and "Park Seo-joon is selling bungeoppang."
These bungeoppang vendors differ from typical self-employed business owners. They all wear high-end clothing such as famous brand leather jumpers and padded jackets, and their appearances are carefully styled. While some are ordinary people, many are reported to be SNS influencers active mainly on platforms like Instagram.
So why has this sudden 'bungeoppang selling' craze centered around male influencers emerged? Some suggest it is a benchmarking move inspired by the recently popular so-called 'bungeoppang model' Kim Jong-oh.
Kim Jong-oh, a carp bread vendor and freelance model known as the "Handsome Carp Bread Owner" in Sillim-dong, Seoul. Photo by Kim Jong-oh Instagram capture
Kim is a freelance model who used to run a bungeoppang street stall in Sillim-dong, Gwanak-gu, Seoul. He gained fame on SNS early on with the nickname 'handsome bungeoppang owner.' However, he abruptly announced he would stop selling at the end of last year, citing "too many complaints leading to contact from the district office" as the reason. His SNS fame ironically became a disadvantage for his business.
Nevertheless, he made a spectacular comeback. Collaborating with Hyundai Department Store, he developed his own bungeoppang menu and launched a bungeoppang brand called 'Bungeo-mong,' which was introduced in the department store. Not only did he open a store inside the department store, but he also planned to hold a pop-up store throughout the event period.
Following the publicity of Kim’s case, some speculate that certain influencers have jumped into bungeoppang selling aiming for viral marketing.
However, netizens’ views on the SNS bungeoppang selling craze are divided. Some express support with comments like "I cheer for them" and "Who would refuse if a handsome person sells bungeoppang cheaply?" Meanwhile, others criticize it harshly, saying "It’s disrespectful to honest self-employed people competing with taste and quality" and "It feels like forced advertising."
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