bodyType

customContents

entityId

entityUuid

articlePageQuery

filter

article

articleBaseAdvertisingInfoArticle

articleListArticle

articleSeoArticle

hooksArticleAcknowledgementGateOverlayArticle

hooksTrackPageViewArticle

hooksContentInterestArticle

articleLinkingDataContent

hooksAmpRedirectArticle

articleSchemaContent

liveArticle

advertZone

sentiment

contentLock

topics

types

sections

paywallTypes

createdDate

publishedDate

sponsorType

urlAlias

moreOnThisArticles

commentCount

authorLocations

authors

corrections

displaySlideShow

multimediaEmbed

printHeadline

seriesContainer

articleSpeeches

socialHeadline

headline

images

flag

firstTopic

glossary

flattenTypeIds

image

relatedLinks

relatedNewsletters

__typename

sponsor

pdfFiles

seriesReverseOrder

series

disableOffPlatformContent

published

updatedDate

summary

subHeadline

body

keywords

readingTime

customTimezone

liveContents

SCMP Reporter

Ask your mum, sister or a female co-worker  what  her favourite television show is at the moment and chances are  she'll say  Jewel in the Palace, aka Daejanggeum, on TVB Jade.

The Korean television drama is based on the true story of Jang Geum,  the first and only female head physician to the emperor in the 16th century. It has drawn a huge following and also sparked a great awareness of the culture, food and history of the 'Land of the Morning Calm'.

All over Asia, fans of the cult show   are lining up to join package tours to the main  filming location, on Jeju-do Island.

A survey by Nielsen Media Research  found that the drama had caused ratings to skyrocket not only in Hong Kong but also in Guangzhou and Taiwan.

'The show succeeds because of how well it depicts the   food, culture, royal heritage and medical development of Korea,' said Titan Wang, managing director of Nielsen Media Research.  'This also arouses audience interest because of the way it connects with elements of Chinese history.'

The  phenomenon has  increased the popularity of  Korean restaurants, with diners eager  to  try mouth-watering barbecues and hotpots.

Another recent Nielsen  study, this time on the hotpot market, showed that spending on  items such as  fish and meat balls surged  80 per cent  during the winter months.

Spending on hotpot items  increased from $59 per household during summer to $106 in  winter, accounting for 5 per cent of an average family's   expenditure on food.

However,  the Korean  drama shouldn't take all the credit for the popularity of hotpots.

The fact that they require minimal  preparation or pre-cooking makes them very convenient for Hong Kong housewives, giving them more time to watch television.

Advertisers' delight

Not only am I a television junkie   who watches  Jewel in the Palace and enjoys eating hotpot. I am also online for at least 18 hours a day.

So it's not surprising that  advertisers are spending more on the internet  to attract impulse-buying  media  maniacs like me.

MindShare and mOne estimate that spending on online media will increase   more than 25 per cent to  $260 million this year and  up to $340 million  next year.

Online advertising spending  will account for 2 per cent of ad budgets  this year and 2.4 per cent next year, against 1.7 per cent last year.

'More advertisers are turning to the internet,  either by advertising on websites or  through e-mail promotions,' said Ralph Szeto, mOne's Greater China director.

healthy pursuit

McDonald's has been working hard to shed  its unhealthy image,  represented by double cheese burgers and large fries, by luring  consumers with its 'quality menu'  of salads and  hi-calcium chocolate pudding.

Now the fast-food chain has launched a worldwide public awareness campaign to promote  'balanced, active lifestyles'.

It recently sponsored a Community Chest walk to encourage people to  exercise regularly and take 10,000 steps a day.  McDonald's brochures detail the nutritional value of all its food items and offer tips on maintaining a balanced diet and lifestyle.  The franchise also plans to organise a  programme for the public to visit its  kitchens.

'We are listening to our customers and are committed to taking leadership action where we can make a difference,' said McDonald's chief executive Jim Skinner.

If that's the case,  then I have a suggestion.   How about a sandwich  with a skinless chicken breast and a whole-wheat bun instead of oily grilled meat and toasted pita bread?

Saatchi gets creative

M&C Saatchi has appointed Richard Johnson as executive creative director to replace Terrence Tan.  Mr Johnson, previously with Ogilvy RedCard, was named  No2 creative director in the Campaign Brief Asia agency rankings last month.  He is regarded as one of Asia's top talent.

Mr Tan will move to DDB next month.



Jewel of a programme provides a feast for regional audiences