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| Gordon Ramsay |
Gordon Ramsay has renewed his contract with Oriental Brewery (OB) and will film a new commercial for the company's signature Cass beer, according to the nation's leading brewery, Thursday.
The "Michelin-starred" chef has served as an endorser of the lager since last September, promoting the product's harmony with Koreans' favorite foods, such as fried chicken and samgyeopsal, grilled pork belly, in TV ads.
In the commercials, Ramsay recognized Cass as a "bloody fresh" beer representing the authenticity of Korean foods.
The British celebrity also made his first visit to Seoul last November, meeting his fans at a traditional market and on TV shows.
Given that he has been notorious for his off-color comments about poor cooking, his favorable attitude toward the Korean beer caused a dispute among Koreans, most of whom think it is inferior to imported brands and craft beers.
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Some people said the chef surrendered to capitalism, but an OB official denied the speculation that it paid an excessive amount of money for using him as an endorser.
The official said the company spent more money in working with Korean entertainers, such as rappers Zico and T.O.P, because they filmed music video-style commercials.
"We decided to renew our contract with Gordon Ramsay, because he effectively promoted Cass beer's excellence in harmonizing with various Korean foods," OB said in a statement. "With Gordon Ramsay, who has become more familiar to Koreans, we will launch new campaigns that can win the enthusiasm of young people."
OB will also unveil a video clip showing an interview with Ramsay. In the video, he straightforwardly and delightfully answers various questions from his fans, according to the company.
During his last visit, Ramsay said he wanted to visit Korea again, so his Korean fans are waiting for his next visit to the country.
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