The “alcohol bomb” has become more popular among young Korean people, raising concerns about possible harmful effects on the body. In Korea, alcohol bombs have usually been made with the combination of whiskey and beer or soju and beer, but the new version — called a “caffeine bomb” — consists of strong alcohol, energy drinks, vitamin drinks and occasionally a sports drink.

Young Korean people make and drink caffeine bombs in order to stay wide awake all night without getting tired. The energy drink usually is known to have a high level of caffeine to awaken the body. By mixing alcohol and the energy drink, people can feel the effects of alcohol without getting tired. Some people even add vitamin drinks or sports drinks, because they believe it would minimize any harmful effects on the body.

The caffeine bomb first started to be made around Hongik University area in Seoul, one of the popular night areas for young people, but now it is spreading all over Seoul.

Hyun Ji-sook, a 24-year-old student, said, ‘I can be awake all night taking this drink. It gives me energy to have fun at the club. There are sometimes you want to drink and dance all night, especially on Friday night. When you feel like that, this drink will definitely help you.’

People aren’t just making their caffeine bombs, either.

‘The caffeine bomb accounts for about 40 percent of sales volume last month. I have seen a lot of customers from remote areas who visited my bar to get this drink,’ bar owner Jang Tae-ha said.

With the growing popularity of the caffeine bomb, some medical experts are expressing their concerns. An alcohol addiction treatment expert, Dr. Jeon Yong-jun, said in an interview with Korean newspaper Hankook Ilbo, ‘The alcohol is a problem in itself, but since caffeine raises the heart rate, if you consume too much, it can have harmful effects on your heart and blood vessels.’

However, it is expected that the number of people turning to the caffeine bomb will increase. Since there are not any laws that prohibit people from making caffeine bombs, it is easy for people to make and drink it. In addition, many alcohol producers are reluctant to let people know possible dangers of the caffeine bomb because they believe it might decrease sales volume of their products.

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Every day we see new developments in advertising ideas to attract the viewer’s eye.  The more creative the advertising idea, the higher the price to pay.

From that, SkyDive ,the sky diving company in Dubai and Go Fast , the energy drinks manufacturer from Denver state, USA put a new billboard with flying jetpack pilot around it. The billboard is located in the base of  Burj Khalifa, the highest building in the world, located in Dubai’s downtown.  In front of the Billboard, they put some chairs for the  audience to sit while watching the show.

The price for each second of advertising on this billboard is about $500 USD . The total cost of one month of advertising on this billboard would cost about $1.3 billion USD, making it the most expensive billboard in the world.

The Jetpack is a device worn on the back that, when pushed by escaping gasses, allows a man to fly. The Jetpacks were used in 2008 for advertising the Red Bull energy drink, the Go Fast large competitor.

According to Dropzone.com, Mr. Nasser Al Neyadi of Skydive Dubai said, “this is an epic moment, and we are very proud to be part of it. This initiative is another example showcasing Dubai as a world leader in innovation and technology. The billboard came into being with a simple idea that has transformed into an exceptional event to attract a global audience. Our gratitude to our partners, Go Fast and Emaar Properties, without whose support, this would not have been possible.”

Emaar Properties is the master developer in the Emirate of Dubai. It developed Burj Khalifa, Dubai Marina, Dubai’s downtown, Dubai Mall and other leisure attractions.

According to marketing-interactive.com, the Go Fast chief executive, Mr. Troy Widgery said, “we are certain that the brand will be received very well here. We are grateful for the support of Skydive Dubai for our venture in this part of the world. With this billboard, we want the people to know that we will be here soon.” Additionally, according to the same website, the Go Fast energy drink is a Halal friendly product. This would allow the majority of Muslim residents of Dubai and UAE in general to drink this product without worrying of consuming a non halal drink.

Halal means permitted in Arabic which usually refers to the allowed food and drinks according to Islamic thoughts. The Halal food and drinks shouldn’t contain any pork and all it’s products; animals slaughtered not in Islamic way, alcoholic drinks, carnivorous animals, birds of prey and any food polluted with any of these products.

Image Courtesy of  Elinag / Shutterstock.com

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