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Has K-drama Vincenzo started a bibimbap war? Song Joong-ki was shown eating an instant Chinese version of the popular Korean dish, prompting heated online debate
STORYThe Korea Times
- First came ‘kimchi wars’ between YouTubers Hamzy and Li Ziqi, now product placement of Chinese brand Zihaiguo’s instant bibimbap is drawing Korean viewers’ ire
- Another TVN drama, True Beauty, also caused controversy for featuring Chinese brands such as JD.com
The TVN series Vincenzo, starring Song Joong-ki, has faced criticism after screening its latest episode where its main characters are seen eating bibimbap ― a popular Korean rice dish.
In the episode that aired on Sunday, March 14, a scene showed the two lead characters – Vincenzo (Song Joong-ki) and Hong Cha-young (Jeon Yeo-bin) – having instant bibimbap cups together. But as the camera zoomed in on the cups, the brand of the show’s Chinese sponsor, Zihaiguo, became visible.
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The product placement backfired, with many Korean viewers slamming the network for featuring a Chinese version of the Korean dish.
Such criticism comes in light of the recently rekindled cultural feud over kimchi between Korea and China. Recently, Chinese state-owned media outlet Global Times claimed the Korean staple side-dish is a variation on the Chinese pickled vegetable dish called pao cai, prompting anger among some Koreans.
Such criticism comes in light of the recently rekindled cultural feud over kimchi between Korea and China. Recently, Chinese state-owned media outlet Global Times claimed the Korean staple side-dish is a variation on the Chinese pickled vegetable dish called pao cai, prompting anger among some Koreans.
Chinese YouTuber Li Ziqi also drew ire when she used the hashtags #ChineseFood and #ChineseCuisine in a video of herself preparing pickled vegetables that looked similar to kimchi.
“What is this Chinese bibimbap product placement? Now they [Chinese] are going to argue that bibimbap is a Chinese dish,” a viewer wrote online.
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Another viewer wrote, “If the network just sells placement to Chinese companies for quick money, wouldn’t [foreign] people who watch this series think bibimbap’s Chinese food? This is a serious issue … I know money is important but this is taking it too far.”
Another viewer wrote, “If the network just sells placement to Chinese companies for quick money, wouldn’t [foreign] people who watch this series think bibimbap’s Chinese food? This is a serious issue … I know money is important but this is taking it too far.”