From 'True Beauty' to 'Vincenzo,' China PPL Controversy... Broadcasting Industry Calls It an "Inevitable Choice"

"Bibimbap is Chinese Food?" Viewer Discomfort

The Chinese product PPL (Chinese instant bibimbap) appeared in the tvN drama 'Vincenzo'.

[Asia Economy Reporter Kim Bong-ju] Following the tvN drama 'True Beauty,' indirect advertising (PPL) of Chinese products has appeared in 'Vincenzo,' drawing strong criticism from viewers.

In episode 8 of tvN's 'Vincenzo,' which aired on the 14th, Vincenzo (played by Song Joong-ki) and Hong Cha-young (played by Jeon Yeo-been) are shown eating a type of Chinese instant bibimbap product.

Amid rising resentment toward China due to some Chinese people recently claiming kimchi and hanbok as their own culture, viewers are questioning whether it is appropriate to advertise Chinese products under such circumstances.

The controversy over Chinese PPL is not limited to 'Vincenzo.' In the recently concluded tvN drama 'True Beauty,' there were multiple scenes featuring cup noodles hot pot at convenience stores and bus stop advertisements in Chinese.

The Chinese product PPL appeared in the tvN drama 'True Beauty'.

In particular, viewers have expressed dissatisfaction with 'Vincenzo,' saying "Korea's traditional dish bibimbap appeared as a Chinese product."

Broadcasters and drama producers maintain that it is an unavoidable choice to cover production costs amid a shrinking domestic drama market.

A broadcasting official stated, "The more dramas are produced, the more losses occur, so we have no choice but to cover losses through PPL. We are not in a position to be selective about PPL."

He added, "As the drama market shifts toward global online video services (OTT), the domestic market has become even more difficult."

A broadcasting expert commented, "It is a reality that producing dramas without PPL is difficult," but advised, "Although PPL is unavoidable, if the resistance from viewers against Chinese PPL becomes so strong that it negatively affects the drama, it should be removed."

Regarding the background of Chinese products appearing in Korean dramas, the expert analyzed, "Since many people in the Sinophone region watch Korean dramas, even if the products are not sold in Korea, advertising effects can be sufficiently realized in the Sinophone market."

This content was produced with the assistance of AI translation services.