Bibimbap, Korea's Honorary Ambassador
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Featured on a popular cooking show in the United States, this delicious-looking dish is none other than bibimbap, Korea's iconic dish.
What was once a simple Korean dish made with rice and side dishes mixed together, has become a globally beloved food.
Now, bibimbap has taken over the dining tables around the world.
[Interview : Kim Heon-sik, Cultural critic] "The bibimbap culture symbolizes family and regional solidarity. So I believe that as a symbol of a harmonious society, bibimbap should be actively promoted abroad as Korea's iconic dish".
In the city of New York, the world's cultural hub, a bibimbap commercial was aired at Time Square, captivating New Yorkers.
The commercial was designed to promote Korean food.
It was a magnificent piece of work that painted a larger picture of Korea's culture through bibimbap, showing everything from taekwondo and samulnori to traditional Korean dance.
[Interview : Seo Kyoung-duk, Korean PR expert] "We chose bibimbap mainly because "well-being" is the keyword in today's global food trend. With the seasoned vegetables placed on top of rice, bibimbap can appeal to foreigners as a healthy dish. Through the commercial we also wanted to promote the Korean culture that bibimbap represents".
Seo Kyoung-duk[서경덕], the first Korean PR expert, has recently started another bibimbap project.
He has created the "Bibimbap Nomads", whose aim is to travel around the world and promote this dish.
[Interview : ] "Four young people came to see me".
[Interview : Seo Kyoung-duk, Korean PR expert] "They told me that they wanted to do something meaningful that could benefit Korea. They had even quit their jobs for this. So we created the "Bibimbap Nomads", whose aim is to visit countries around the world and hold bibimbap tasting events for foreigners".
Kang Sang-kyun [강상균] is the leader, Kim Myeong-sik [김명식] the oldest, Chung Kyu-woon [정겨운] the only female, and Kim Soo-chan [김수찬], the youngest.
The four energetic youths volunteered for this worldwide bibimbap tour,
having left Korea on April 5th to begin their 8-month-long journey.
[Interview : Kim Myeong-sik, Member Bibimbap Nomads] "We came to Spain last week. After working in Barcelona for a week, we are currently headed to Madrid. We travel around the world to let people in other countries know what a delicious and beautiful dish bibimbap is. We are well-received wherever we visit. Many people enjoy the dish and often ask for more".
The Bibimbap Nomads are welcomed wherever they go, and they have achieved a phenomenal success.
[Interview : Seo Kyoung-duk, Korean PR expert] "Many local reporters came to cover the event. We're greatly satisfied that through the press, people in other regions can learn about bibimbap".
And now, bibimbap is ready to wow the global audience on the stage.
[Interview : Choi Cheol-gi, Director of "Chef!"] "This performance combines beatbox, b-boying, and a cappella. Because bibimbap is a dish that symbolizes mixture and harmony, we mixed and harmonized the best aspects of these various performance genres".
The musical "Chef!", also known as "B-Bap" first earned renown abroad.
It was part of the 2010 Edinburgh Fringe Festival, and three of its 26 performances were sold out.
The press also gave rave reviews about the performance.
Based on Korea's representative dish bibimbap, the musical entertains the audience with its liveliness, humor, and artistic quality.
Will the musical "Chef!" once again take the world by storm[Interview : Caitlin Labrie, Audience member
USA] "It was really, really fun. I had no idea what to expect of it. Our study abroad program was just invited here, and so I came with no expectations really. And it was just really, really great. I didn't know that bibimbap could be so exciting".
[Interview : Justin Hinton, Audience member USA] "I think a little bit. I think it's more so just the food aspect of it. I think b-boys and break dancing is a very important part of the big part of Korean culture. So I think kind of combining all that in a fun and exciting show with the food makes it exciting and gets people to know about Korean culture".
[Interview : Seo Kyoung-duk, Korean PR expert] "It's impossible for all the foreigners around the globe to visit Korea, but what they can do is to go to a nearby Korean restaurant. Food is a highly effective PR content that can promote the taste and glamor that the Korean culture can offer. Thus, we plan to continue our Korean food PR projects, since we believe that promoting our food will also help boost Korea's image".
Bibimbap now goes beyond the dining table to stand at the center of musicals, festivals, global projects, and much more.
We look forward to seeing more of its ever-changing roles as the honorary ambassador of Korea on the global stage.
[STUDIO]
Bibimbap is certainly one of my most favorite foods here in Korea.
For those of you who aren't familiar with it try eating it when you're in the mood for a salad.
And if you're trying to watch your intake of carbs, you can eat it without the rice too it's just as delicious with the taste of fresh vegetables.
So the bibimbap nomads have about half a year left still for their tour.
We wish them great luck and we're happy for the people around the world about to taste their food.
What was once a simple Korean dish made with rice and side dishes mixed together, has become a globally beloved food.
Now, bibimbap has taken over the dining tables around the world.
[Interview : Kim Heon-sik, Cultural critic] "The bibimbap culture symbolizes family and regional solidarity. So I believe that as a symbol of a harmonious society, bibimbap should be actively promoted abroad as Korea's iconic dish".
In the city of New York, the world's cultural hub, a bibimbap commercial was aired at Time Square, captivating New Yorkers.
The commercial was designed to promote Korean food.
It was a magnificent piece of work that painted a larger picture of Korea's culture through bibimbap, showing everything from taekwondo and samulnori to traditional Korean dance.
[Interview : Seo Kyoung-duk, Korean PR expert] "We chose bibimbap mainly because "well-being" is the keyword in today's global food trend. With the seasoned vegetables placed on top of rice, bibimbap can appeal to foreigners as a healthy dish. Through the commercial we also wanted to promote the Korean culture that bibimbap represents".
Seo Kyoung-duk[서경덕], the first Korean PR expert, has recently started another bibimbap project.
He has created the "Bibimbap Nomads", whose aim is to travel around the world and promote this dish.
[Interview : ] "Four young people came to see me".
[Interview : Seo Kyoung-duk, Korean PR expert] "They told me that they wanted to do something meaningful that could benefit Korea. They had even quit their jobs for this. So we created the "Bibimbap Nomads", whose aim is to visit countries around the world and hold bibimbap tasting events for foreigners".
Kang Sang-kyun [강상균] is the leader, Kim Myeong-sik [김명식] the oldest, Chung Kyu-woon [정겨운] the only female, and Kim Soo-chan [김수찬], the youngest.
The four energetic youths volunteered for this worldwide bibimbap tour,
having left Korea on April 5th to begin their 8-month-long journey.
[Interview : Kim Myeong-sik, Member Bibimbap Nomads] "We came to Spain last week. After working in Barcelona for a week, we are currently headed to Madrid. We travel around the world to let people in other countries know what a delicious and beautiful dish bibimbap is. We are well-received wherever we visit. Many people enjoy the dish and often ask for more".
The Bibimbap Nomads are welcomed wherever they go, and they have achieved a phenomenal success.
[Interview : Seo Kyoung-duk, Korean PR expert] "Many local reporters came to cover the event. We're greatly satisfied that through the press, people in other regions can learn about bibimbap".
And now, bibimbap is ready to wow the global audience on the stage.
[Interview : Choi Cheol-gi, Director of "Chef!"] "This performance combines beatbox, b-boying, and a cappella. Because bibimbap is a dish that symbolizes mixture and harmony, we mixed and harmonized the best aspects of these various performance genres".
The musical "Chef!", also known as "B-Bap" first earned renown abroad.
It was part of the 2010 Edinburgh Fringe Festival, and three of its 26 performances were sold out.
The press also gave rave reviews about the performance.
Based on Korea's representative dish bibimbap, the musical entertains the audience with its liveliness, humor, and artistic quality.
Will the musical "Chef!" once again take the world by storm[Interview : Caitlin Labrie, Audience member
USA] "It was really, really fun. I had no idea what to expect of it. Our study abroad program was just invited here, and so I came with no expectations really. And it was just really, really great. I didn't know that bibimbap could be so exciting".
[Interview : Justin Hinton, Audience member USA] "I think a little bit. I think it's more so just the food aspect of it. I think b-boys and break dancing is a very important part of the big part of Korean culture. So I think kind of combining all that in a fun and exciting show with the food makes it exciting and gets people to know about Korean culture".
[Interview : Seo Kyoung-duk, Korean PR expert] "It's impossible for all the foreigners around the globe to visit Korea, but what they can do is to go to a nearby Korean restaurant. Food is a highly effective PR content that can promote the taste and glamor that the Korean culture can offer. Thus, we plan to continue our Korean food PR projects, since we believe that promoting our food will also help boost Korea's image".
Bibimbap now goes beyond the dining table to stand at the center of musicals, festivals, global projects, and much more.
We look forward to seeing more of its ever-changing roles as the honorary ambassador of Korea on the global stage.
[STUDIO]
Bibimbap is certainly one of my most favorite foods here in Korea.
For those of you who aren't familiar with it try eating it when you're in the mood for a salad.
And if you're trying to watch your intake of carbs, you can eat it without the rice too it's just as delicious with the taste of fresh vegetables.
So the bibimbap nomads have about half a year left still for their tour.
We wish them great luck and we're happy for the people around the world about to taste their food.
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