Son Yae-jin appears in a commercial for Cuckoo rice cookers. With images of various rice dishes from around the world, the commercial states that the rice cookers are “heating up China, covering up Thailand, kneading the United States, pressing down on Japan, melting Italy, and making Spain restless.” After that Son gives out bowls of rice to various non-Koreans who apparently are enjoying their meal. The commercial ends with Son saying “World Class.” (Small print at the end of the commercial states that the Korean MOCIE has designated Cuckoo rice cookers as “The World Best Rice Cooker for the First Half of 2007.”)
67 Comments
Can’t see the video from current location but is it saying the world’s best rice or the world’s best rice cooker?
The world best rice cooker.
Hmmm, maybe I can find a Youtube version of it.
Are we watching the same video? She doesn’t say “The World Class” — in the video I’m watching she says simply “World Class”.
There are two versions of the video. One says “The World Best” this one says “World Class.” Anyways, I’ve corrected the phrase.
World Bes-uh-tuh! Number one! Like Korea dinosaur. Stegasauru-suh. Number one! Not Japane-suh!
Korea, so ni-suh.
http://www.zenkimchi.com/?p=168
An appeal to national insecurity or an attempt at appearing international in order to sell a product?
It’s a good thing they used subtitles in the commercial. I have never in 10 years found a way of verbally explaining to a Korean that I went to Thailand (태국) for a holiday. Nobody here seems to comprehend those two syllables. I end up having to gesticulate my way through an air drawing of 동남아사아.
Perhaps you weren’t aspirating the T enough, which is one of my many pronunciation problems. The Koreans have enough trouble as is keeping Thailand and Taiwan apart.
On a related note, a Korean friend just told me how she took the train from Prague to “Australia.” Which kinda makes me wonder why some people even bother traveling at all.
#8,
Reminds me of a scene from Dumb and Dumber.
so… cute… must.. demolish present rice cooker.. and buy cuckoo
I blame Confucianism…
No wait, don’t laugh, let me explain.
Confucian sensibilities would state that you need to be a good host and portray a good image with your guests. To a globalizing country, how else would you demonstrate the competence of your product but to show how delicious a meal you can create with it to an international dinner party?
Other then that, you guys need to relax a little. So she’s making rice for waeguk sarams. Big fat hairy deal. I don’t see anything sinister in that.
You guys sound like a broken record. I’m pretty much new here, but have been a lurker for a while. So, what’s my point?… From an outsider’s point of view, the same retards post all the time about how… Koreans are full of themselves… How Koreans a ignorant… How koreans are jerks… And so on and so forth. I guess it’s only human nature to be a hater, but you guys sound like bunch of bitches.
You’ve been a lurker for a while, and THAT’S what you come up with the announce your emergence from the shadows? Impressive…
Linkd,
Lots of expat lurkers come out via negative comments about some event or so in Korea. So this guy comes out because he gets tired of the negative comments about Korea and Koreans. If you criticize, let’s at least be consistent, huh?
Perhaps if soothsayer had not chosen to come out of the closet at 3 am after stumbling home from a Friday night of drinking, s/he might have found a better way to say Hi to the Hole.
soothsayer,
Boy, we don’t need none or your schoolin’. Say something original.
Worst F’n branding ever. Good luck ever marketing this POS outside of korea. seriously - who in the US will ever buy a $100 appliance called ‘cuckoo’ over something from panasonic, zojirushi or even haier.
My Toshiba rice cooker is made in Thailand. It makes great rice. Period. Japanese corporation has long been ahead in this field. Sorry to tell you Koreans, unless you start to learn the globalization game, you are in trouble.
“heating up China, covering up Thailand, kneading the United States, pressing down on Japan, melting Italy, and making Spain restless.”
Cheer up guys, and welcome to the party.
For what its worth, I never could stand eating rice until I came here. At home it would be covered in pepper and butter and you’d have to chase each individual grain across your plate with a fork. Added to that it never did taste “good”.
Here, the rice tastes better, because it is more starchy and overall Koreans know how to cook it right (..and eat it without dumping loads of butter on it).
Also rice cookers aren’t so bad either, it greatly simplifies making western dishes like risotto and jambalaya, where you just mix the ingredients in a pan and then throw everything in the cooker and it’s done.
I’ve been commenting here longer than you have, and I don’t recall too many commenters period making a grand entrance by announcing, “I’ve been lurking here for awhile…”
Panasonic is a widely recognized global brand. Zojirushi is most definitely not. I’d never even heard the name before. Haier is the new Samsung, so to speak, an electronics giant establishing a place as a cheaper, but still reliable quality alternative to Japanese and Samsung products. While living in Qingdao, I used a lot of Haier products (Haiers’ headquarters are in Qingdao) and was happy with the quality. Haier has opened a few factories in its overseas markets, including a refrigerator in Alabama. Its chairman, Zhang Ruimin has Chung Ju-yong-like legendary status. If Haier aspires to rank with other Asian corporate giants, it will need to change its goofy logo featuring a Chinese boy and a blond, blue-eyed boy clad in underwear, hugging each other.
Don’t blame Confucianism - blame Japan!
I’d go out and buy a Cuckoo rice cooker right now - but we already have one…
I’d never heard of the “Cuckoo” brand until about ten minutes ago. At the risk of offending any lurkers out there, I think both the product name and commercial are kind of lame. (Then again, negative bitch that I am, I don’t have much of an appreciation for most of the ads on Korean TV.) Hopefully, the rice it cooks is as delicious as the ad suggests.
While the Cuckoo is something completely new to me, I can vouch for the “lihom” rice cooker. My wife picked one up a few months back after our Samsung - a machine that worked wonderfully for about nine years - bit it. Not only does the new machine make great rice, but the damn thing speaks!
Anyway, I never owned a rice cooker when I lived in Canada, but I imagine it will be one of the first appliances I buy when I return there.
A covered sauce pan, rice, and water always work for me. But if you want to blow some money on a needless appliance by all means have at it.
…commercial states that the rice cookers are “heating up China, covering up Thailand, kneading the United States, pressing down on Japan, melting Italy, and making Spain restless.”
Wonderful. Now if only the same thing could be said about the national soccer team…
…who in the US will ever buy a $100 appliance called ‘cuckoo’ over something from panasonic, zojirushi or even haier.
Californians.
Wow, what a cute commercial. Witty. Better than most US commercials, I have to say.
That commercial sucks balls and so does the person who wrote those awful lines.
The cuckoo rice cooker is very nice and there are some reasonably priced models. Zojirushi has long been the leader for those wanting a quality product (even in Korea), and I assume Korea is now trying to go head-to-head with them. Most likely, they’ll do a fine job if they can keep the prices low.
What struck me about this commercial is that it uses the same tune as a life insurance commercial that was running on TV a few months ago. And that was about it….
Too much TV on my part, maybe, but I’ve seen this brand, and ads for it, since back when I lived in Korea… Back then the ads featured 김희애.
We have a high-end Cuckoo in our house. My wife loves it but there are so many controls I don’t know how to use it properly. I only know “on” and “off.”
We’ve got one as well, and it’s great. Although you can preset it, I only ever cook on the spot, preferring not to let the rice grains soak for hours before cooking. It also serves well as a crock pot, and you can make some tasty meals with it using only a box of Zatarain’s and some chicken, shrimps or spiced sausage. Costco’s got some great spiced pork sausage, and the flavor really comes out and blends with the rice when slow-cooking with the cooker.
Let me explain that Cookoo is Korea’s most popular brand of rice cooker. And “world class” in Korea is simply a marketing phrase indicating that they would like the product’s quality to be perceived as having been raised to Westerm and Japanese standards. This is convincing in Korea, where words speak louder than actions.
Let me also note the obvious irony underpinning the story - most things touted in Korea as “world class” are actually irrelevant outside this small nation. The only non Koreans who buy rice oookers are people with some Asian background, and common sense would indicate that they will buy the rice cookers sold in the stores they frequent. Since Chinese far outnumber Koreans in most parts of the world, it would stand to reason that either Chinese brands, or Japanase brands (owing to their reputation for quality) would be the leading sellers worldwide, and would therefore have earned the right to claim they are “world class” . Korean claims of “world class” need to continue to be scrutinized with bemused skepticism. An example is the Korean singer “Rain”, of whom claims were made that he sold out Madison Square Garden, which turns out not to have been true. The irrelevence of Korean culture outside of Korea quickly relegated him to obscurity. Although the national obsession with proving Korea as good as or better than the rest of the world typically leads to such arrogant but empty claims, Koreans do not yet understand that “world class” means recognition amoung non Koreans. Don’t hold your breath.
They’re good rice cookers… I don’t even cringe when I see the term ‘world class’ applied to them. I would probably own one right now, if the local Korean market carried them.
@#34, Mizar5:
It is ironic that you contrast “world class” Chinese rice cookers with Korean rice cookers since there isn’t a single Chinese brand with global appeal. Made in China is everywhere, but the goods are either generic or bear a foreign name. In China, foreign brands are regarded as more reliable than local ones, and that includes Korean names like Samsung and LG. My Chinese tailor sewed Korean labels into her clothing to add that touch of class. Haier is probably the only Chinese company seriously trying to market itself as a global brand name. Lenovo is using print and TV advertising to raise name recognition here in the US. Right now, however, there isn’t a single “world class” Chinese brand name with the market share or recognition of Samsung electronics or Hyundai cars.
@#36:
“My Chinese tailor sewed Korean labels into her clothing to add that touch of class.”
LOL, would love to know what Korean fashion labels you’re talking about. As obscure as most korean brands are outside of the motherland, can’t imagine a single fashion brand that would raise an eyelash of respect.
mizar, what happened to all the ‘we koreans’ crap? finally realized nobody was fooled? lol. can we say ‘ugly white guy’?
‘As obscure as most korean brands are outside of the motherland, can’t imagine a single fashion brand that would raise an eyelash of respect…’
samsung, kia, hyundai, lg
are you sure korean products are obscure outside the mother land? man, another hate filled expat. is there any other variety?
‘
@#38
No, he’s talking about fashion brands (clothings, handbags, etc.). Is there one though? My utter lack of expertise in fashion brands forbids me from making judgment on that issue.
To see ‘Samsung’ sewn on my tag would be a bit odd….oh well, I’m sure it’s just me…
Anyhow…
Maybe if Korea would stop looking at itself as the little nation who is just as good as _________ and just be itself. Constantly harping, ‘good as the best, better than the rest’, makes people think, ‘ummmm…NOT!’ The little man syndrome (insecurity) is not a good look and it seems that Korea wears it on it’s sleeve… for some reason…
Just be yourself and stop the silly comparisons! Geez!
Guess that depends on your circle. In mine, Tsingtao beer has made great progress. But maybe that’s more telling of my circle than Chinese brand awareness…
That’s rich.
Granted, notwithstanding labels which were bought (read FUBU), or brands that have made slim progress (Beanpole) so far.
however, the samsung (cheil) fabric used for suits is well regarded in the textile industry. if you’re going to buy a suit in korea, best spend a little extra to get the cheil quality.
It wasn’t a familiar name and didn’t need to be because it was written in Hangeul. Chinese see the Korean alphabet and think “made in Korea.”
指桑罵槐
Re: #12
soothsayer,
I agree with others that was not a wise use of your powerful, yet one-time-only “I’ve been a lurker and this is my first post” card.
Re: Others
“Koreans have too much national pride” dead horse : beaten and re-beaten to a bloody pulp. It’s slightly annoying, but I really don’t see the big deal with invoking national pride in a commercial whose purpose is to sell something.
Re: Me
This very comment is a perfect example of excessive negativity and cynicism no the ‘hole and pretty much everywhere on the ‘net.
The list of Korean exhibitors at Hong Kong fashion week (which starts today), where one day you’re in, the next - you’re out.
Annex
Color International Co Ltd
Hannah Fashion Belt Co Ltd
Daesol International Co Ltd
Dolomiti
Inter Blue Co Ltd
Jessi & Co Ltd
Love Love Fashion Inc.
N&B Leaders Co Ltd
Over-Rolls
http://hkfashionweekfw.tdctrade.com/
The commercial is crap. Korea makes crap. Nothing but crap. Korean rice cooker is crap. Korean rice is crap. Koreans are a crap.
Happy?
Now please close this crap useless thread.
I can’t let Mr. Bitter have the last word.
I have a Cuckoo brand rice cooker. I don’t know what “world class” means for rice cookers, but it works OK.
I like the commercial, there’s nothing like seeing wonderful foods on display. I’d go so far as to say nobody makes food look as appealing on TV as Korean ad makers. My only question is how many of these rice cookers do they sell in the countries mentioned?
Wow! 47 posts (and counting) just for a rice cooker. Impressive! Now if you can start another thread about kimchi refrigerators, let’s see how far that one will go!
‘unlike a certain Nulji we all used to know.’
I made several announcements I was changing my screen name. If you don’t believe me, ask my records keeper, slim. He’ll tell ya.
I can’t compare, but I have had two rice cookers in Korea and they both were the Cuckoo brand. I was really impressed when I unpacked the most recent one. It has a clock, and it was factory preset to the correct time and running (I presume this thing has backup batteries inside somewhere).
I wish my Korean was better, so I could use it to prepare other dishes as shown in the recipe book that accompanied it. Apparently you can use it as a steamer for vegetables and fish.
You can make all sorts of things in Korean rice cookers, including soondae, samgyetang, and steamed sweet potatoes. They’re really quite versatile.
As far as marketing and selling them in the U.S., perhaps a good way to do that would be to show them as a type of super-efficient crockpot that people could use to cook dinner while they’re at work. Maybe getting away from calling them “rice cookers” would work.
Anyway, more power to the company’s efforts to sell them overseas.
one of the best uses is for baby back ribs. as you may know, keeping a high moisture content is imperative to great ribs, and a good rice cooker is perfect for that.
Great point! You can make good 갈비찜 in a rice cooker, so it stands to reason baby back ribs would be good as well.
“man, another hate filled expat. is there any other variety?” - pawi
Not in the eyes of a racist, there isn’t.
“man, another hate filled expat. is there any other variety?” - pawi
“Not in the eyes of a racist, there isn’t.”
Big of you to admit to your racism, globalvillageidiot.
‘As obscure as most korean brands are outside of the motherland, can’t imagine a single fashion brand that would raise an eyelash of respect…’
samsung, kia, hyundai, lg
are you sure korean products are obscure outside the mother land? man, another hate filled expat. is there any other variety?
Yes, I’m pretty sure, based on experience in the US where the above products are not widely recognized as either Korean or quality products.
There is that. But, Korean brands have more or less gotten better recognition lately.
“There is that. But, Korean brands have more or less gotten better recognition lately.”
Yes, but that has more to do with economic factors than Korean knowhow. Gas prices are up, and with the US entering recession, Americans typically seek lower cost alternatives. The modest success of Hyundai cars in America is due to the warranty - not any reputation for quality. Time and again the pattern emerges that Korea buys business overseas at the expense of its domestic consumers.
As for rice cookers, I have a Cookoo rice cooker myself, but only because I shop in Korean stores and it’s the brand I know best. Yes, it works fine - probably just as well as any brand. And don’t forget that fellow Korean visitors will judge you on the brands in your home, so most of us just shell out extra for the more popular brand to gain the approval of others and boost our fragile self esteem.
The “world class” claim - however unsupported - works powerfully in the domestic market where status appeal is king. However, in overseas markets, where status tends to be relatively less important than function, the ad would simply be laughed at - as it should be.
A fairly typical problem with Korean marketing lies in the use of loose and unsupported claims like “world class.”
What does “world class” even mean? Where in the ad is there any proper support for the claims that our rice cooker is better than Spain’s rice cookers? Does Spain even make rice cookers?
But these are logical questions, and the domestic audience is relatively unconcerned with such details. They simply want the satisfaction of buying a rice cooker that is considered a status symbol in the eyes of others regardless of how well it actually works.
Mizar5,
An ill informed answer. Just what exactly are all those LG and Samsung cell phones, washers, dryers, refrigerators, ranges, microwave ovens, plasma TVs and DVD players doing at Best Buys, Lowes and Frys?
“man, another hate filled expat. is there any other variety?” - pawi
“Not in the eyes of a racist, there isn’t.”
Big of you to admit to your racism, globalvillageidiot.
BTW…globalvillageidiot, In case it didn’t come off that way, I was attempting to be ironic here.
I support your point. Just as Buddhas see everyone as Buddha, racists see racism wherever they look.
“Mizar5,
An ill informed answer. Just what exactly are all those LG and Samsung cell phones, washers, dryers, refrigerators, ranges, microwave ovens, plasma TVs and DVD players doing at Best Buys, Lowes and Frys?”
Seeking a niche in the downscale demographic?
Sure you do. It’s Cuckoo, BTW.
“It’s Cuckoo, BTW.”
That’s your opinion…
No, it’s not my opinion. It’s the official English spelling of the company, which you’d know if you actually owned one since Cuckoo rice cookers, like other Korean electronic goods, bear the brand name in English.
http://www.cuckoo.co.kr/Produc.....ode=shp001
One more nice thing about Cuckoo… at the Korean Electronics Fair a few months back at KINTEX, Cuckoo apparently hired the most expensive 도우미s. They pretty much had to do it though, because rice-cookers, world’s greatest or not, weren’t as cool to look at as the newest AMOLED screens from SONY. My colleagues had never shown so much interest in women’s appliances before.
“No, it’s not my opinion. It’s the official English spelling of the company, which you’d know if you actually owned one since Cuckoo rice cookers, like other Korean electronic goods, bear the brand name in English.”
Thanks for the spelling lesson. Now let’s educate you about the Endlish connotation of the word, so you can participate here on an equal footing.
PS I saw a Korean TV commercial for a Christian University today touting itself as “world leader.” Just as I thought - Korea IS the world.