A fierce controversy has erupted in Italy following reports that an Asian restaurant is using Korean swear words and vulgar slang in its promotional material, an action widely condemned as inappropriate and disrespectful to Korean culture. The issue, brought to light by Korean residents in the region, was confirmed and publicized by Professor Seo Kyung-duk of Sungshin Women’s University.
Professor Seo posted on his social media account on the 5th that, after receiving reports and verifying the claims, he found the restaurant had recently posted a video on its social media platform featuring abusive Korean language, including explicit swear words, and was using it for advertising purposes.
Professor Seo Kyung-duk, who is leading the protest against the inappropriate use of Korean language in promotion.
🍴 Location and Products
The restaurant in question is located in Palermo, Sicily, the capital and largest city of the Italian island. It offers a menu that includes a wide array of Asian dishes, with a significant selection of Korean foods, such as Korean fried chicken and tteokbokki (spicy rice cakes).
Professor Seo strongly criticized the marketing tactic, stating: “No matter how popular Korean food is these days, it is really wrong to promote Korean food in this way.” He further highlighted that beyond the offensive language, the Korean sentences used in the video contain significant grammatical errors. Specifically, he called out the use of a Korean curse word (censored as ‘XX’ and written phonetically as ‘seibal’), warning that such language could cause “great misunderstanding among foreigners” who are being introduced to Korean culture.
The restaurant’s menu includes popular items like Korean chicken and tteokbokki.
🌍 The Hallyu Context and Warning
This incident occurs within a broader trend spurred by the Korean Wave (Hallyu), which has led to a proliferation of new Korean restaurants, often opened by non-Koreans, throughout Europe. While Professor Seo acknowledged that it is beneficial for Korean food to be known more widely, he issued a stern warning: “If Korean slang and swear words are used to promote Korean food, it can be counterproductive.”
He vowed to take action to rectify the situation, referencing a recent similar incident in Romania where a newly opened Korean restaurant was compelled to change its interior décor following protests over its use of the Rising Sun Flag, a symbol associated with Japanese imperialism. “Just as a new Korean restaurant was recently opened in Romania and the interior was changed in protest… we will soon protest and correct this issue,” Professor Seo confirmed, emphasizing his commitment to protecting the cultural image of Korea abroad.
The restaurant is located in Palermo, Sicily, Italy.
Frequently Asked Questions
What is the controversy involving the Asian restaurant in Italy?
The controversy stems from the restaurant using Korean swear words and vulgar slang in promotional videos posted on its social media, which critics argue is disrespectful and misrepresents Korean culture, especially given the rising popularity of K-food.
Who brought the issue to public attention?
Korean residents living in Italy reported the promotion to Professor Seo Kyung-duk of Sungshin Women’s University, who then verified the claims and publicized the incident on his social media.
What is the risk of using Korean slang for promotion?
Professor Seo warned that using swear words and slang can be counterproductive, cause great misunderstanding among foreigners, and negatively impact the image of Korean food and culture globally.
Where is the restaurant located and what does it sell?
The Asian restaurant is located in Palermo, the capital of Sicily, Italy. It sells a variety of Asian dishes, including popular Korean foods such as Korean fried chicken and tteokbokki.
