Estimated reading time: 4 minutes. (Source)
Young Korean women—not men—are the only demographic in the OECD that are getting more underweight than obese.
Call me making a mountain out of a molehill, but diet-drink companies being allowed to donate their product to teens, out of supposed concerns for their heath? And plastering their classrooms with ads of heavily photoshopped women in the process? Those may just have something to do with that:
청정원 홍초가 수험생 여러분을 응원합니다 / Chung Jung Won’s HongCho Cheers For Students Taking University Entrance Exams
by Kim Jong-hoon (김종훈), Asia Today, November 4 2012
대상은 자사의 브랜드인 ‘청정원’ 홍초가 수능시험을 앞둔 고3 수험생을 응원하기 위해 오는 7일까지 서울시내 20여개 학교를 찾아 다니며 홍초 2만여개를 무료로 나눠줄 계획이라고 4일 밝혔다.
On Sunday, Daesang’s brand Chung Jung Won [English website here] announced that to support 3rd year high school students about to take their university entrance exams, they would visit 20 high schools in Seoul before the 8th (the day of the exams) and donate 20,000 bottles of HongCho to students (source, right).
청정원측은 오랜 시험준비로 지친 수험생들이 좋은 컨디션으로 시험을 볼 수 있도록 응원하기 위한 마음으로 기획 된 행사라고 설명했다. 수능이 끝난 이후에도 홍초를 내세운 다양한 마케팅 활동으로 그간 고생이 많았던 수험생들을 지원할 계획이다.
Chung Jung Won explained that this is an event for tired students that have been preparing for the exams for such a long time, so that they can be in good condition on the exam day. Also, that even after the exams, the company plans to continue supporting those students that have suffered so much, through various HongCho marketing events.
한편, 홍초는 피로회복 등에 도움이 되는 기능성 원료인 콜라겐과 헛개나무 농축액, 그리고 식이섬유를 풍부하게 함유하고 있는 건강기능성 음용식초다.
HongCho is a healthy vinegar drink that includes collagen, liquids extracted from the Oriental Raisin Tree, and a lot of fiber, and is very helpful for recovering from tiredness. (end.)
For sure, HongCho does sound quite healthy. And, technically, do not match the definition of a diet-drink:
Diet drinks: Include calorie-free and low-calorie versions of sodas, fruit drinks, energy drinks, sports drinks, and carbonated water, consistent with definitions reported by the National Cancer Institute and U.S. Food and Drug Administration food labeling guidelines. Diet drinks do not include 100% fruit juice or unsweetened teas or coffees.
However, a quick perusal of the Chung Jung Won website demonstrates that it is explicitly being marketed as a “body-changing” drink, with—especially after photoshopping—exceptionally tall and skinny Jun Ji-hyun (전지현) endorsing it most recently (that’s Kim Hee-sun/김희선 from 2010 above). Also, the following website screenshot (from 2011) and commercial show that the body-changing theme is no mere Konglish accident:
There also appears to be a sponsorship deal with the Diet War program:
Meanwhile, girl-group Kara (카라) are promoting the drink in Japan, with much the same theme. Which is ironic, considering that these are the same women who admitted that they can’t even drink water on the (frequent) days that they’re required to wear revealing clothing:
What do you think? Have any Korea-based readers had similar promotions at their own schools? How about overseas? Are concerns and issues different there? I know that in the US for instance, it is more sodas that are considered a problem, and that if students drank HongCho instead that would probably be considered a blessing. From TIME back in March (my emphasis):
If some public-health advocates have their way, sodas could become the cigarettes of food. Doctors already dislike the sugary drinks for their teeth-dissolving properties and for the role they may play in childhood obesity. There’s a constant struggle to get soda vending machines out of public schools, with administrators often forced to choose between losing sponsorship money from big soda companies and dealing with overcaffeinated, less healthy kids. Given the sheer size of the American soda industry—9.4 billion cases of soft drinks were sold in the U.S. in 2009—it’s not a war that will end anytime soon. Especially if a certain C word starts getting thrown around.
Update: From the picture, I got the impression that is was only girls’ schools that were targeted, but technically the advertorial (I can’t bring myself to call it a news report) only mentions 20 unnamed schools, and is repeated verbatim across newspapers.
Update 2: It’s not really related to the original post, but if you read that TIME magazine article above, you may also be interested in the recent findings that one of the main reasons for US children’s obesity is that they’re eating away from home so often, and (of course) that they’re mostly eating junk food when they do.
- Korean Sociological Image #66 – Inventing Labels for Women’s Bodies
- Gender Studies 101: How the media perpetuates negative body images
- How Korean Girls Learn to be Insecure About Their Bodies
If you reside in South Korea, you can donate via wire transfer: Turnbull James Edward (Kookmin Bank/국민은행, 563401-01-214324)