By Kim Young-jin





This is a recent KOTRA advertisement that appeared in the Economist magazine.

Some foreigners are puzzled over a recent "chopsticks-and-beans" advertisement in The Economist magazine by the Korea Trade Promotion Investment Agency (KOTRA).



KOTRA's ad follows the same bizarre pattern as the Korea Agro-Fisheries and Food Trade (aT)'s "romantic mushrooms" video clip and the Korea Tourism Organization's "champagne-samgyeopsal" ( grilled pork belly) ad featuring rapper Psy.



"I see Asia and Korea from the chopsticks," said a native New Yorker who lives in Seoul. "But I don't think many Americans would know that Koreans use iron chopsticks ­- and even if they did, how does that connect to growth?"



The full-page ad in the weekly's Jan. 4 North American edition shows a hand holding a small object ― meant to represent a bean ― with a pair of chopsticks. The word "Korea" is written on it.



The text says, "Korea: Where you pick up beans with iron chopsticks," it reads. "With dexterity, perseverance and resilience, Korea has become an economic power. Plant the beans for your success in Korea."



"It only resonated after I was given some historical background," said Carl Ellis, an English teacher. "Cool picture though."



According to KOTRA officials, the concept is based on Koreans' historical use of iron chopsticks. It is commonly said this requires greater dexterity than the use of wooden chopsticks, more prominently used in other East Asian countries.



Several foreign observers said the reference ― and its connection with economic opportunity ― was not explained well.



"This relates to what locals know, not Americans," said Anthony Rodriguez, a tourist from the United States. "You need more information to understand the idea ― but then an advertisement needs to have a quick catch" to grab attention.



Officials of KOTRA ― a state-funded organization ― would not divulge the price of the full-page advertisement, which appeared directly behind the front cover.



According to KOTRA, the ad was one of several shown to foreign reporters during an investment-related event in October. It was chosen by the journalists as their "favorite," the agency said.



Chang Young, executive consultant for KOTRA's investment public relations team, said the agency was aiming for "a bigger message" than simply investing in Korea.

"We want to express that Koreans are very skilled people," she said. "If you invest in Korea, you will succeed. We want to express that image."



Lee Seung-yun, professor of marketing at Hanyang University, however, argued the image was "outdated" and geared toward an economy focused on labor-intensive manufacturing.



"Dexterity, perseverance and resilience are values that were stressed in 1980s and 1990s," he said.



"The image of Korea is no longer of cheap labor and diligence. We have excellent smart phones, gadgets and appliances, good design, and we're culturally cutting-edge. This ad doesn't embody a contemporary image."