Campaign aims to spread history and authenticity of Korean food through multilingual digital content

Dongwon F&B CEO Kim Seong-yong (left) poses with Professor Seo Kyung-duk at an ambassador appointment ceremony for the "Global Hansik Campaign" held Thursday at Dongwon Group headquarters in Seocho-gu, Seoul. [Dongwon F&B]
Dongwon F&B CEO Kim Seong-yong (left) poses with Professor Seo Kyung-duk at an ambassador appointment ceremony for the "Global Hansik Campaign" held Thursday at Dongwon Group headquarters in Seocho-gu, Seoul. [Dongwon F&B]

Dongwon F&B announced Thursday that it has appointed Korean cultural promoter Seo Kyung-duk as ambassador and will launch a "Global Hansik Campaign."

The campaign was conceived amid growing recognition that as K-food gains prominence in global markets, there is an increasing need to accurately convey the history and traditions of hansik. Its goals are to protect the cultural value of Korean food from imitation products and to spread authentic Korean food culture worldwide.

Dongwon F&B plans to produce and distribute multilingual content highlighting the meaning and authenticity of hansik, centered on signature products including Yangban seaweed, rice, tteokbokki and Dongwon red pepper tuna.

Seo has previously run advertising campaigns promoting authentic Korean dishes — including bibimbap, makgeolli and kimchi — on the Times Square billboard in New York and in major daily newspapers. He has also worked to spread the cultural value of hansik by sending Korean food guides to renowned chefs around the world.

"I joined hands with Dongwon F&B to plan this campaign in order to protect and develop the cultural value of Korean food from imitation products," Seo said.


siuu@heraldcorp.com