“This is delicious.”

Actors Yeom Jeong-ah, Jo Jin-woong, and Lee Kwang-soo, who appeared on ‘Na Young-seok’s Waggle Waggle’ on the YouTube channel ’15ya’, were amazed after tasting the easy-to-cook cup rabokki, stimulating curiosity about the product. Youngpoong’s rabokki, an agricultural corporation, was exposed in the video through the ‘2024 Joint Hallyu Marketing Support Project of Related Ministries.’

On the 4th, the Ministry of Culture, Sports and Tourism announced that it will promote the ‘2024 Joint Hallyu Marketing Support Project of Related Ministries’ together with the Ministry of Agriculture, Food and Rural Affairs, the Ministry of Oceans and Fisheries, and the Ministry of SMEs and Startups.

Hallyu marketing is a government-wide collaborative project that supports indirect advertising (PPL) and promotion/marketing of related industry products such as agricultural, fishery, and food products, beauty, and consumer goods based on K-content. It started in 2022 and is now in its second year.

The support targets a total of 40 products, including 10 types of content such as characters, board games, and fashion, 10 types of agricultural and food products such as kimchi, tteokbokki, and red ginseng, 10 types of marine products such as seaweed, fish sausage, and truffle salt, and 10 types of Brand K such as cosmetics, Bangjja Organic, and health functional foods.

Each product will receive indirect advertising exposure and content production support linked to dramas and entertainment programs scheduled to air on domestic broadcasts, overseas online video service (OTT) platforms, and local channels. They will also have opportunities to advance overseas through on- and offline Korean Wave events such as the ‘2024 K-Expo’ and ‘Korea 360’ as well as local marketing.

As part of this, on the 11th of last month, Nokchawon’s Lemonade was introduced in the tvN drama ‘Thank You’, and on the 25th of the same month, Studio W Baba’s character ‘Hipduck’ related products were introduced in the popular SBS entertainment show ‘Running Man’.

In particular, the content where the main characters of the Disney+ original series ‘No Way Out: The Roulette’, Jo Jin-woong, Yum Jung-ah, Lee Kwang-soo, and PD Na Young-seok enjoyed rabokki together on ‘Na Young-seok’s Waggle Waggle’ recorded 2.14 million views as of the 2nd. The content attracted attention by providing everything from microwave cooking recipes to usage tips such as “It’s simple, so it’s good to take it overseas.”

In addition, various products will be introduced through JTBC’s new drama ‘Good Boy’ starring actors Park Bo-gum and Kim So-hyun, MBC’s new Friday-Saturday drama ‘The Call You Just Got’ starring actors Yoo Yeon-seok and Chae Soo-bin, and JTBC’s ‘Strongest Baseball’.

Kim So-yeon, Hankyung.com reporter sue123@hankyung.com