The Korea Food Industry Cluster Promotion Institute has named YouTuber Hamji as its official promotional ambassador.
Hamji, who has 13.8 million subscribers, could help connect K‑Food (Korean food) to global audiences.
The appointment ceremony took place on September 10, 2025, at the institute’s main office in Iksan, North Jeolla Province, where the institute’s chairman presented the certificate.
Going forward, the institute plans to boost exposure for products made by companies in the cluster through filmed content and coordinated online and offline promotions.
"13.8 Million Subscribers and K‑Food's Choice" — What the Appointment Means
The venue mattered.
On September 10, the ceremony unfolded at the institute’s main building in Iksan.
Chairman Kim Duk‑ho presented the certificate and Hamji received an honorary membership card.
Meanwhile, the event’s symbolism sent a message that goes beyond a simple ribbon‑cutting.
Hamji will begin by touring company support facilities and filming interview segments.
Accordingly, the institute says it will expand content production and public participation programs around this initiative.
Redefining the meaning.
This appointment is more than publicity; it signals a strategic alliance.
Digital platforms make it easier to target younger consumers and overseas markets with a clear focus.
When traditional industries meet digital creators, new avenues for growth open up.
In that light, the decision looks like an effort to pursue both cultural spread and economic value for K‑Food.
However, it will also test how well promotional methods and institutional rules adapt to this new model.
The case for it is clear.
Digital promotion has clear strengths in efficiency and reach.
Through Hamji’s channel—13.8 million subscribers—the cluster and resident companies can gain fast exposure in a short time.
First, it helps reach younger generations and international consumers. Platforms like YouTube and social media can carry translated subtitles and trigger global recommendation algorithms.
Second, the creator’s tone and style can make product experiences feel genuine and relatable, which helps build trust.
Third, there is potential benefit for local economies and cluster companies: increased exposure can expand order volumes and distribution channels, which may boost sales and jobs.
Also, digital content often delivers good returns on marketing spend, which can ease the promotional burden on small businesses.
These advantages are not limited to short‑term publicity. If content becomes a library, is analyzed as data (view patterns, audience segments), and is used to drive return visits, it can build long‑term brand assets.
Consequently, the appointment could help the cluster attract business expansion and investment.
The case against it calls for caution.
Risks are real.
Relying heavily on a single influencer can create serious vulnerabilities.
Person risk quickly becomes brand risk.
First, there is a worry about commercialism. If popularity is used too aggressively for product promotion, content authenticity can suffer. Fans who sense a shift toward pure advertising may react negatively, reducing engagement.
Second, dependence is a problem. Should the creator’s image fluctuate or a controversy arise, the whole promotion platform can wobble. Recovery is hard if backup creators or channels are not prepared.
Third, fairness concerns matter. Concentrating resources on a mega‑influencer could leave smaller resident companies feeling sidelined, fueling internal tensions if support is not balanced.
Fourth, sustainability is at stake. Single videos can grab attention but fail to secure lasting brand loyalty. Without a continuous content strategy and quality control, promotional effects can fade fast.
These criticisms are not mere complaints; they call for institutional fixes. The appointment should come with transparent selection processes, fair contracting terms, content management guidelines, and measures to protect small enterprises.
Therefore, the appointment is only a starting point; structural safeguards are essential.
Concerns need managing.
Problems must be addressed swiftly.
Pre‑screening and ongoing monitoring are key.
First, secure transparency in selection. Make internal rules and evaluation criteria public and strengthen checks for conflicts of interest.
Second, clarify contracts and guidelines. Agreements should cover content schedules, advertising disclosure, crisis response, and ethical standards.
Third, diversify channels. Use multiple creators and platforms alongside a major YouTuber to spread risk.
Fourth, link promotions to small‑business support. Offer co‑production assistance for resident companies, set up joint funds or financial support, and connect promotions to investment and distribution opportunities.
Such a governance framework raises on‑site trust and helps lock in long‑term promotional gains. Moreover, performance should be measured by more than views: track conversion rates, repeat purchases, and international traffic to assess real impact.
To sum up.
The appointment carries both promise and risk.
To be effective, it must be paired with institutional measures.
The core points are threefold. First, digital channels open opportunities to increase exposure. Second, influencer reliance requires risk management. Third, institutional mechanisms are needed to ensure resident companies and regional industries benefit in practice.
Meanwhile, a long‑term view should strengthen in‑house capacities—training programs and funding can help companies build their own online marketing skills and produce content directly.
The key is balance.
A well‑balanced promotion plan leads to sustainable growth.
In conclusion, the institute’s choice sends a positive signal for K‑Food’s globalization. However, that signal must be backed by rules and strategy to turn it into real results.
We ask readers: what standards should public agencies follow when working with influencers?
