The Korea Herald
Professor and comedians promote bibimbap in Thailand
A bibimbap video advertisement was screened on Thailand's most high profile billboard, after a joint effort by a Korean comedy show and publicist.
Korea's weekly comedy show "Infinite Challenge" and Seo Kyung-duk, a professor at Sungshin Women's University, teamed up for a world tour to put out billboard ads of bibimbap, a Korean traditional dish made of steamed rice mixed with meat, fresh vegetables and red pepper paste.
Seo has placed bibimbap ads in Times Square in New York and the New York Times before, and it's his first attempt in Thailand.
The billboard ad in Thailand will be exposed 100 times for six months at the entrance of the Walking Street, where some 15 million travelers visit every year. The ad incorporated Korean traditional dance and the martial art taekwondo to describe the taste and image of bibimbap.
"As every country has its representative dish, for example, Japan's sushi and India's curry, we plan to continue the promotion so that people think of bibimbap when they think of Korea," said Kim Tae-ho, production director of "Infinite Challenge."
The team plans to visit major hotspots in Asia and Europe including Wangfujing Street in Beijing followed by Piccadilly Circus in London.