Lee Young Ae Models for NYTimes Bibimbap Ad
Actress Lee Young Ae modeled in a full-page ad for Korea’s cuisine, bibimbap, on New York Times.
On February 14, an expert on Korea’s public relations and a professor at Sungshin Women’s University, Seo Kyung Duk, published his recent efforts to advertise Korea’s bibimbap, with actress Lee Young Ae, who starred as Dae Jang Geum in the epic drama Jewel in the Palace (2003).
The ad was put on New York Times on Section A page 15 in February 13’s newspaper, featuring Lee Young Ae promoting bibimbap, with a short caption explaining the story of Dae Jang Geum as well as the description of the cuisine.
Professor Seo Kyung Duk who planned and designed the advertisement said, “I hoped to introduce bibimbap globally in the most familiar way. And with the drama Jewel in the Palace airing in 90 different countries with more than three billion people watching, Lee Young Ae was the perfect model for the ad.”
He continued, “Even though the main advertisement was for Korea’s traditional cuisine bibimbap, I wanted to share the beauty of Korea by having the actress wear hanbok, Korean traditional attire.”
Lee Young Ae reportedly gladly participated in the ad, hoping to share Korea’s cuisine and beauty of Korea.
As a globally active advocate of bibimbap for the last five years, professor Seo Kyung Duk said, “I hope to advertise bibimbap steadily and continually in the future so that people around the world will link and recall bibimbap with Korea as they do for Japan’s sushi and India’s curry.”
Advertising expenses for this particular ad was entirely sponsored by Chickenmaru with designs by dcell and Bibimbap Backpackers.
Meanwhile, professor Seo Kyung Duk teamed up with MBC’s Infinity Challenge staff in planning a tour to further spread of bibimbap worldwide. The commercial tour will kick off in Thailand’s Pattaya and journey through China’s Wangfujing Street and London’s Piccadilly Circus.
Photo Credit: MBC and Seo Kyung Duk
Reporter : Hani Park (phnsks8@gmail.com)
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