A 30-second video promoting kimchi on Oct. 11 is screened on a large digital billboard at New York's Times Square. (Professor Seo Kyoung-duk's Facebook page)

By Lee Jihae

A video featuring kimchi has been screened on a large digital billboard at Times Square in New York.

Sungshin Women's University professor Seo Kyoung-duk, who planned the video, on Oct. 12 posted news of the airing on his social media.

The 30-second video has the theme "Korea's Kimchi, Now for Everyone."

From Oct. 11, the video will be screened a combined 6,720 times over four weeks on the billboard of the American Eagle Outfitters building at Times Square.

The slow-motion video shows black-and-white images of people around the world admiring kimchi while eating it. The only thing shown in color is kimchi, which appears bright red.

The professor said he planned the campaign to "emphasize the authenticity of kimchi to people around the world and properly inform the world of Korea's status as the country of kimchi."

The video was made with support from the food brand Jongga of Daesang Corp. The company said it plans to use the U.S. as its outpost for the "globalization of kimchi" and continue developing there kimchi production and ad campaigns.

Last year, Seo and Daesang had a newspaper ad for kimchi posted in the world section of The New York Times and made videos about the side dish in multiple languages.

jihlee08@korea.kr