Korean apple ad lights up New York

A Korean-language advertisement for apples from Bonghwa, a county in North Gyeongsang Province, has appeared on a digital billboard in the heart of New York City’s Times Square, drawing attention for its unconventional message. The ad promotes Bonghwa apples, a local specialty of the southeastern region. Rather than making a conventional sales pitch, it declares, “Bonghwa apples are delicious, but we don’t advertise,” creating an ironic twist. The campaign came to light on Thursday, when photos documenting the advertisement were posted on the Instagram account of “Bongsungi,” Bonghwa County’s official promotional character. In the images, the word “Bonghwa” appears in blue and “apple” in red, with a design reminiscent of the Korean national flag. An image of a Bonghwa apple also appears in the advertisement. According to the Instagram post, the idea originated with Kim Su-sung, a 27-year-old official working in the Distribution and Specialty Crops Division of the Bonghwa Agricultural Technology Center. He reportedly paid about $230 out of his own pocket for the adv