Chinese netizens respond to South Korean netizens’ attacks on Chinese product placement in South Korean dramas ‘True Beauty’ and cultural YouTuber Li Ziqi’s pickled vegetable video – Global Times

Photo: Sina Weibo

While South Korean TV drama True Beauty has captured the hearts of many Chinese netizens, with hashtags related to the show earning more than 1.11 billion views on China’s Twitter-like Sina Weibo, some Chinese product placement in the drama has drawn strong criticism from some South Korean netizens.

Photo: Sina Weibo

According to a report from Allkpop, Chinese products and brand names appearing in True Beauty have sparked controversy in South Korea, with some netizens complaining that “I don’t know if this is a Chinese drama or a South Korean drama.” During the show’s seventh episode, protagonist Lim Joo-yyung (played by Moon Ga-young) eats Chinese brand instant hot pot and in another scene a big red billboard for Chinese ecommerce platform JD.com appears in a bus station.

Many Chinese netizens feel that South Korean viewers are “overreacting.” 

“How could a South Korean drama be well-produced and earn a profit without sponsors?” wrote one Chinese netizen on China’s Twitter-like Sina Weibo. 

This is not the first time that South Korean dramas have feature product placement. Three Days, a 2014 South Korean drama, once saw an ad for Chinese e-commerce site Taobao appear during a restaurant scene; Goblin: The Lonely and Great God, 2016’s hit South Korean drama starring Gong Yoo, also saw product placement for Chinese cocktail brand RIO.

South Korean media commented that the response by South Korean netizens was due to the China-South Korea cultural debate that has been raging online in recent months and has included everything from
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