"In the past, entertainment shows promoted Bibimbap worldwide"… Seokyungdeok criticizes PPL in 'Vincenzo'

"Chinese Bibimbap Appears as Product Placement in Domestic Drama"
"Risk of Overseas Viewers Mistaking It for Chinese Cuisine"

Product placement of a Chinese company's 'Korean-style Bibimbap' featured in the tvN drama 'Vincenzo' / Photo by tvN broadcast capture

[Asia Economy Reporter Lim Juhyung] Professor Seokyungdeok from Sungshin Women's University criticized a drama PPL (Product Placement) that featured Chinese-made bibimbap retort pouch food. He pointed out that it could mistakenly lead to the misunderstanding that bibimbap, a traditional Korean dish, is Chinese food.

On the 16th, Professor Seokyungdeok wrote on his Facebook, "I found out that Chinese-made bibimbap appeared as PPL in the tvN drama 'Vincenzo,'" adding, "It might have been a choice to cover production costs, but in times like these, it is truly a regrettable decision."

He also attached photos taken during the filming of the drama in his post. In the photos, the Chinese-made bibimbap retort pouch food and its brand name appear prominently in the center of the screen. There is also a scene where the actual product is cooked and eaten.

Regarding this, Professor Seokyungdeok said, "I think this PPL was not so much targeted at Korea but aimed to promote the product to many countries through the global influence of Korean dramas," and added, "The biggest concern is that bibimbap in a disposable container labeled in Chinese could mistakenly lead overseas viewers to think it is Chinese food."

He further stated, "Recently, China has been making absurd claims that kimchi, hanbok, pansori, and other items are 'their own culture,'" and indirectly expressed regret by saying, "It reminded me of the past when bibimbap was promoted worldwide through entertainment programs."

Meanwhile, the drama capture photo posted by Professor Seokyungdeok is from a scene in episode 8 of the tvN drama 'Vincenzo,' which aired on the 14th. In that broadcast, the protagonists were shown eating Chinese-made bibimbap products, which some viewers found unpleasant.

Since the product is hard to obtain domestically, it is unlikely to have much promotional effect, and especially, there is criticism that a Chinese company manufactured a product using bibimbap, a traditional Korean dish, as its theme.

Amid growing controversy, it has been reported that the 'Vincenzo' production team has begun discussions to cancel the remaining Chinese PPL.

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