Thursday, February 3, 2011

Infinite Challenge (무한도전) prepares Bibimbap

What is this CF about?

Infinite Challenge (a.k.a. Muhan Dojeon; Korean: 무한도전, Hanja: 無限挑戰, Abbr.: Mudo) is a Korean television entertainment program, distributed by MBC. To my knowledge, it is the most popular show among the young population of Korea. I catch my roommates and other Korean friends often viewing this show on their laptops. According to statistics it is the top free-to-air television program on Saturday evening, and also the most viewed non-drama program in South Korea every week.

Infinite Challenge is known as the first “Real-Variety“ show in Korean television history. The program is largely unscripted, and follows a similar format of challenge-based Reality Television programs, familiar to the audiences in the West, but the challenges are often silly, absurd, or impossible to achieve, so the program takes on the aspect of a satirical comedy variety show, rather than a more standard reality or contest program. In order to achieve its comedic purposes its 6 hosts and staff continuously proclaim, the elements of this show are the 3-Ds, Dirty, Dangerous, and Difficult.

The buzz about Infinite Challenge recently is its high budget commercial to advertise the famous Korean dish Bibimbap to the world at Times Square. The commercial incorporates many cultural aspects of Korea to portray the harmony of different tastes in bibimbap.

Bibimbap, which is a Korean traditional food, is also commonly used to describe modern globalized Korea. The word literally means "mixed rice." Bibimbap is served as a bowl of warm white rice topped with seasoned vegetables and hot pepper paste. A raw or fried egg and sliced meat (usually beef) are common additions. The ingredients are stirred together thoroughly just before eating. It can be served either cold or hot. Vegetables commonly used in bibimbap include julienned cucumber, zucchini, mu, mushrooms, doraji, and seaweed, as well as spinach, soybean sprouts, and bracken fern stems. For visual appeal, the vegetables are often placed so that adjacent colors complement each other.

It is one of the most representative items of Korean culture and serves as a national icon in the commercial at Times Square.

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