Visit Korean Heritage Campaign to showcase "Hansik" cuisine in London

The advertisement video showcases different aspects of Korean cuisine. The dishes featured - Tteokgalbi (grilled short rib patties) grilled over charcoal, sizzling Samgyeopsal (pork belly), Sinseollo (royal hot pot) in a simmering hot pot, and Kimchi on a grill – show the dynamism of Hansik that makes excellent use of live fire.

Overall, the advertisement presents a table full of Hansik that satisfies both the taste buds and eyes with a mix of vivid colors. It ends with a shot of Makgeolli, a traditional Korean alcoholic beverage, with Hansik. Including Makgeolli in the advertisement is to promote a harmony of Makgeolli and Hansik, enchanting people all over the world with the beverage's flavor. Korea is currently applying for Makgeolli's registration as a UNESCO cultural heritage.

This global advertisement project under the Visit Korean Heritage Campaign will follow up in Bangkok, Sydney, and other major cities until the end of the year. While the advertisement in New York focused on Hanbok and the one in London focuses on Hansik, the upcoming ones will focus on Hangeul, Hanok, and Arirang.

Choi Young-chang, Chairperson of CHF, said, "This global advertisement project is not just for showcasing the beauty of Korea's cultural heritage and tourist destinations. It's for raising the overall status of Korean culture." He added, "In anticipation of the post-COVID-19 era, we plan to preemptively boost interest in Korean cultural heritage and encourage tourists to visit Korean cultural heritage sites in the near future."

Visit Korean Heritage Campaign:

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