Curtis Melvin, a researcher at the US-Korea Institute at the Johns Hopkins School of Advanced International Studies, says that while Choco Pies are “not nearly as good” as the Moon Pie, they're essentially used as currency by North Koreans much like prison inmates might use cigarettes. North Koreans reportedly value Choco Pies at anywhere from 80 cents to $10 — a lot of money in the DPRK — and some Kaesong workers were getting up to 20 Choco Pies per shift.
The North Korean regime was not okay with this. And so state security forces initially attempted to wage a propaganda campaign against Choco Pies, saying “If the products from the ‘neighborhood downstairs’ are enjoyed unconditionally, the ideology of the people could wither at any moment.” And now, according to South Korean news reports, Pyongyang has outright banned the pies from Kaesong. Workers can be rewarded with sausages, instant noodles, coffee, and chocolate bars — but not Choco Pies.
One Western businessman who regularly travels to the DPRK and just returned from 10 days in-country — he requested anonymity to avoid any backlash from the North Korean regime — tells VICE News that he didn’t see a single Choco Pie in Kaesong. “Orion Choco Pie wrappers used to be common trash up on Jangsu Hill in Kaesong,” he says. “This time I didn't see them.”
Though it might seem counterintuitive in the “Hermit Kingdom,” there is, in fact, a fairly high level of awareness there of foreign brands. Christopher Graper, a guide with North Korea specialists Koryo Tours who also curates a huge collection of historical North Korean images and artifacts for his RetroDPRK project, says it’s “very easy to find foreign brands all the way back to the '60s and '70s, even in propaganda images.”
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