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A poster hung up at Hongik University’s Sejong campus for “Pepero Day” on Nov. 11

“Come get a free kiss from a pretty model and win some Pepero cookie sticks!”

This was the message on a poster hung up at Hongik University’s Sejong campus for “Pepero Day” on Nov. 11. Emblazoned with kiss marks, it was advertising a “free kiss” project on the plaza that afternoon in front of the school’s C Block.

Thirty to forty students showed up for the event, but the advertised kisses never happened. Instead, a female model on the square greeted students who asked for a free kiss with a peck on the cheek -- and then a surprise.

“I actually have AIDS,” she said. “Are you OK with that?”

The project was organized to combat the widespread belief that AIDS can be transmitted through simple physical contact with infected people. Afterwards, the model passed the students a message reading, “I don’t really have AIDS. If you’re relieved, that could be your prejudice.”

The project drew major criticisms as news spread over social media through the online university community Every Time. Many blasted it for “commodifying and sexually objectifying women,” regardless of its aim.

“I was really offended at the event’s poster, and I had to wonder why they would be doing a project like that,” wrote one Hongik University student on a social networking service.

As the backlash grew, the project’s organizer, a student surnamed Yu, posted a public apology on Facebook.

Explaining that the event was “part of an advertising class,” Yu wrote, “I only used the term ‘pretty’ to attract participation, and I had no intention of sexually objectifying women.”

By Kim Mi-hyang, staff reporter

Please direct questions or comments to [english@hani.co.kr]