If you watch a K-drama, apart from the characters, what do you most often see? I’m sure most of you will answer: brand names and corporate logos. Some of the most often seen scenes are the characters chatting in the coffee shops with the names of the coffee shops clearly displayed on the walls or doors or cups; or the characters are using trendy mobile phones with the relevant brand names or logos or the mobile apps that are being used receiving close-up shots. This is product placement (“PPL”), a form of indirect advertising used in K-dramas. Let’s continue the K-drama series by talking about this well-known (or notorious?) feature of K-dramas.
In the hit Korean drama, “My Love from the Star” (별에서 온 그대), the main female character, Cheon Song-yi, likes chimaek (치맥) very much. Chimaek is the short form for fried chicken (치킨 – pronounced as “chikin”) and beer (맥주 – pronounced as “maekju”) generally used among the younger generations. Due to the popularity of that Korean drama in China, chimaek has also become a popular Korean food there. It was said that customers needed to wait in line for 3 hours to order fried chicken at some Korean fried chicken restaurants in Shanghai and Beijing. Continue reading