Raunchy advert sparks fury for ‘sexually objectifying’ garlic in South Korea
- The advert shows a woman touching the thigh of a man named ‘Hongsan’
- He is wearing a garlic mask, and she is saying words like ‘very thick’ and ‘hard’
- This is apparently describing the quality of the local garlic, but has upset farmers
- Calling the video ‘suggestive’ and ‘inappropriate,’ a statement from local farmers associations said it ‘sexually objectified’ garlic
A rural South Korean town is getting roasted over its video advert about garlic that some farmers say stinks of obscenity and has even sexually objectified the agricultural product.
The controversy surrounds a 30-second video that had been posted on a YouTube channel for Hongseong County, a small central-west South Korean town of about 100,000 people known for its local ‘Hongsan’ garlic, for about two years.
The video shows a woman touching the thigh of a man named ‘Hongsan’ with a full garlic head mask and saying words like ‘very thick’ and ‘hard’ to apparently describe the quality of the local garlic.
It’s also a parody of a famous scene from a 2004 hit Korean movie titled ‘Once Upon a Time in High School.’
A rural South Korean town is getting roasted over its video advert about garlic that some farmers say stinks of obscenity and has even sexually objectified the agricultural product. Pictured: A woman is shown getting cozy with a man with garlic for a head in the advert
The video begins with a woman wearing a tank top, denim skirt and a kimono returning home through a door in her kitchen. She is shown calling out to someone presumably already inside the house.
The next thing you see is the woman running her hand up someone’s thigh, who she is shown looking at with adoration. To the viewer’s surprise, the ad shows this person is a ‘garlic man,’ or at least – a man wearing a garlic mask sitting at a table.
Another bizarre scene follows, with two cloves of garlic shown floating together over a building under the light of a full moon. The advert snaps back to the woman and the garlic man – whose head has now shrunk. On the table in front of them, several normal-sized cloves of garlic are shown on a plate.
The spicy ad, which reportedly generated about 190,000 views, had been largely kept underground, but began to take root in the larger public when it was aired on electronic billboards at a Seoul express bus terminal and a downtown street in the central city of Daejeon last month ahead of the garlic’s release.
One farmer who saw the video notified some farmers’ groups, while South Korean media also began reporting about it, leaving a bad taste in people’s mouths.
‘We can’t repress our astonishment,’ said a joint statement issued by the local branches of two major farmers’ organizations – the Korean Peasants League and the Korean Women Peasants Association.
The controversy surrounds a 30-second video (pictured) that had been posted on a YouTube channel for Hongseong County, a small central-west South Korean town of about 100,000 people known for its local ‘Hongsan’ garlic, for about two years
Pictured: The woman in the advert is shown putting her hand on the ‘garlic man’s’ leg
The video shows a woman touching the thigh of a man named ‘Hongsan’ with a full garlic head mask and saying words like ‘very thick’ and ‘hard’ – apparently describing the quality of the local garlic. Those unhappy with the advert have said it’s ‘suggestive’
‘We can’t repress our astonishment,’ said a joint statement issued by the local branches of two major farmers’ organizations – the Korean Peasants League and the Korean Women Peasants Association. Pictured: The woman gets up-close and personal to ‘Hongsan’
‘The video offended the people who watched it and dealt a big blow to the image of the agricultural product that farmers have laboriously grown.’
Calling the video ‘suggestive’ and ‘inappropriate,’ the statement said it ‘sexually objectified’ garlic.
The farmers’ groups asked Hongseong to apologize, punish those responsible for the video production and formulate steps on how to prevent similar incidents.
Pictured: Two cloves of garlic are shown pressed together underneath a full moon in the ad
Pictured: The woman is again shown cuddling up to the garlic man, with a plate full of heads of garlic sitting on the table in front of the pair
Shin Ji Youn, an official at the Korean Women Peasants Association, said the farmers’ groups asked Hongseong to respond to their requests by August 10.
Hongseong officials said Wednesday they’ve withdrawn the video from their YouTube channel and had stopped airing it on the billboards last week.
The county hasn’t issued any official statement on the issue, and officials said they are discussing how to respond to the farmers’ requests.
County officials said they formally changed the name of their local garlic to ‘Hongseong’ after their county name in January.
Pictured: Bulbs of garlic are displayed at a shop in a traditional market in Seoul, South Korea, Wednesday, Aug. 3, 2022. Many South Koreans believe garlic, one of the essential ingredients in Korean cuisine, boost stamina. Some think it can improve men’s sexual functions as well
Bulbs of garlic are displayed at a shop in a traditional market in Seoul, South Korea, Wednesday, Aug. 3, 2022
Many South Koreans believe garlic, one of the essential ingredients in Korean cuisine, boost stamina. Some think it can improve men’s sexual functions as well.
During the 2018 Winter Olympics in Pyeongchang, South Korea, the country’s women’s curling team earned the nickname of ‘Garlic Girls’ – four of the team’s five members came from another rural town known for its own famed garlic – as they had a fairy-tale run to win the silver medal.
In addition to their triumph, they also hit the headlines when they publicly accused two curling coaches and executives of verbal and emotional abuse, as well as withholding prize money – a scandal that rocked South Korea.
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