"It's delicious, but we won't advertise"... Civil servant displays 'Bonghwa Apples' on New York Times Square billboard
- Input
- 2026-08-15 07:00:00
- Updated
- 2026-08-15 07:00:00
"Rough Hangul Font" Appearing at a World-Renowned Landmark. The Wit of a Bonghwa Official On the 14th, news of the advertisement, which had been posted on the Instagram account "Bonghwa County Official Bongsungi" since the previous afternoon, spread rapidly across various online communities and social media (SNS).
August 14, 2026. / Photo = Bonghwa County Official Bongsungi's Instagram [Financial News] An advertisement for "Bonghwa Apples," a specialty of Bonghwa County, Gyeongsangbuk-do, has appeared on an electronic billboard in Times Square, New York, becoming a hot topic.
The advertisement featured only the phrase "Bonghwa Apples are delicious, but we won't advertise" in a rough font on the Times Square billboard in New York. In effect, a declaration not to advertise was displayed exactly as it was in the world's most symbolic advertising space.
August 14, 2026. / Photo = Bonghwa County Official Bongsungi's Instagram [Financial News] An advertisement for "Bonghwa Apples," a specialty of Bonghwa County, Gyeongsangbuk-do, has appeared on an electronic billboard in Times Square, New York, becoming a hot topic.The post spread to major domestic online communities within a day, surpassing 50,000 views. When an advertisement for agricultural products from a small town with a population of less than 30,000 appeared in a space typically occupied by global brands, suspicions arose online that it was a composite image or an AI-generated one.
However, Public Relations Officer A firmly denied the AI involvement via his account and verified that he paid the advertising fee, which was in the 300,000 won range, with his own money. He further explained, "I intended to utilize the fact that it was broadcast in Times Square itself for domestic promotion.
" It is reported that the actual advertisement was broadcast for 15 seconds every 36 minutes past the hour for 24 hours, starting at 1:36 PM on the 13th (KST). Officer A added, "I made the decision based on the judgment that Bonghwa apples would not receive attention unless we went to this extent.
" "Ban on tasting McDonald's representative Bonghwa apples".
Unique promotion last month as well The unique.
This is not the first time such promotion has occurred.
Previously, on the 9th of last month, when McDonald's selected Chungju glutinous corn as the sixth regional specialty for its 'Taste of Korea' project and released a new menu item, Official A posted a list banning the McDonald's representative from attending the Bonghwa apple tasting event and the Sweetfish Festival, accompanied by the phrase, "Congratulations, Chungju.
August 14, 2026. / Photo = Bonghwa County Official Bongsungi's Instagram [Financial News] An advertisement for "Bonghwa Apples," a specialty of Bonghwa County, Gyeongsangbuk-do, has appeared on an electronic billboard in Times Square, New York, becoming a hot topic.
I am envious.
August 14, 2026. / Photo = Bonghwa County Official Bongsungi's Instagram [Financial News] An advertisement for "Bonghwa Apples," a specialty of Bonghwa County, Gyeongsangbuk-do, has appeared on an electronic billboard in Times Square, New York, becoming a hot topic." At the end of the list, a caveat was attached stating, "Everything is possible if the collaboration is successful," which was interpreted as a de facto public courtship and received praise for its wit.
The county also made headlines a year ago by sending an email to McDonald's proposing items such as apple pies using Bonghwa apples.
As news of the Bonghwa apple advertisement in Times Square spread, other local government accounts responded with comments.
Ulsan Nam-gu offered a recruitment proposal, asking, "Would you be interested in working in a metropolitan city?" while Uiseong-gun chimed in, "If you include 'Uiseong Garlic is the Best' on one side of the ad, we will cover half the cost.
" Chungju City, also famous for apples like Bonghwa-gun, drew laughter by jokingly remarking, "Since you've already spent your own money, just 'roughly' say it's Korean apples.
" Netizens who saw the advertisement commented, "It's better than ten PR agencies," and "I naturally assumed it was AI, but it's even more amazing that it's real.
" Reactions such as "With this level of passion, you should order Bonghwa apples" were seen.
August 14, 2026. / Photo = Bonghwa County Official Bongsungi's Instagram [Financial News] An advertisement for "Bonghwa Apples," a specialty of Bonghwa County, Gyeongsangbuk-do, has appeared on an electronic billboard in Times Square, New York, becoming a hot topic.
[email protected] Seong Min-seo Reporter