Advertisements advocating the use of the “East Sea” label to describe the waters east of Korea will be run in the New York Times, the Washington Post and the Wall Street Journal. The three newspapers currently refer to the waters as the “Sea of Japan.”

Korean public relations expert Seo Gyeong-deok is teaming up with singer Kim Jang-hoon to place full-page ads in the papers before next week.

Seo sponsored a similar ad in the New York Times in May, condemning the paper for referring to the waters as the “Sea of Japan” in an article. In July, in cooperation with Kim, he ran another ad promoting the East Sea label as well as Korea's ownership of the disputed Dokdo islets.

In the latest ads, Kim and Jang say the sea between South Korea and Japan has been called the East Sea by numerous countries around the world over the past two-thousand years. They also reaffirmed Korea’s ownership of the Dokdo islets in the East Sea.