Actress Lee Young Ae of Dae Jang Geum or Jewel in the Palace was chosen to represent Korea for a bibimbap ad. Visiting scholar Seo Jyung Duk of Sungshin Women’s University chose the actress for the ad to introduce the popular Korean dish because “she was the star of a drama watched by three billion people in more than 90 countries.” Seo Jyung Duk was referring to the 2003 drama Jewel in the Palace, which is still aired around the world. Lee Young Ae introduces the popular dish and the story of Dae Jang Geum through a statement to promote Korean cuisine. The ad was published in the Wednesday issue of the New York Times, and features the actress dressed in a traditional hanbok holding a bowl of bibimbap.
Seo has worked with Kim Jang Hoon and Song Hye Gyo to promote Korean culture, history and heritage abroad.
Does this ad make you want some bibimbap?