March 12, 2013 10:24
A giant billboard featuring actress Lee Young-ae and bibimbap has been posted in downtown Shanghai, China, Prof. Seo Kyoung-duk of Sungshin Women's University said on Monday.
He previously ran a similar full-page advertisement in the New York Times to promote the Korean dish of rice with an assortment of seasonal vegetables.
The billboard has been installed on the side of a mall in Qipu Lu, one of Shanghai's busiest shopping districts, and will remain there for six months.
"As reruns of Lee's hit drama 'Jewel in the Palace' are still being aired on several channels in China and Chinese people are becoming more interested in Korean food, I came to post the ad," Seo said.
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