Burger King pull 'racist' chopsticks advert

11 April, 2019, 18:01 | Author: Eric Barnett
  • Burger King Slammed on Social Media Over Chopsticks Ad

Burger King pulled a promotional video in New Zealand showing customers trying to eat burgers with chopsticks after it sparked an outcry in China and demands for an apology from the USA fast food chain.

The ad in question featured people trying to eat the Vietnamese Sweet Chilli burger with a pair of giant chopsticks.

Dr Shameem Black, Fellow in the Department of Gender, Media and Cultural Studies at Australian National University told Tom Elliott the ad was "very insensitive".

"The problem is not so much about chopsticks, but about a community that feels like it is being mocked".

Viet Thanh Nguyen, the Pulitzer Prize-winning Vietnamese-American novelist, shared the clip with the comment "What's worse, this ad or using chopsticks in your hair?"

"Isn't it okay to make fun of that?"

Burger King hasn't issued a statement after the backlash swelled on social media.


Burger King has now deleted the clip which appeared on their Instagram account for New Zealand and has withdrawn the television advert.

USA fast food chain Burger King on Tuesday apologized after one of its commercials featuring chopsticks drew global backlash. Others angrily told her that she was overreacting or didn't have a sense of humour.

"We have seen such a long list of adverts that have caused outrage, you start to wonder whether these brands have lost touch with public sentiment", Wang said.

Her original tweet sharing the promotional video has been viewed over 2 million times, with many voicing their support of her stance. The commercial was widely condemned as promoting racist tropes of black people who are cleaned until they become white.

The Instagram campaign was immediately called-out on social media - namely by people of Asian descent - as "racist", "clumsy", "primitive" and "stupid".

Brands walk a delicate line between wanting to be relevant to subsets of customers - and intentionally targeting them online - while also learning that their ads will be perceived differently by everyone, Egan said. "As a consumer, I'm letting you in, and I'm expecting you to be a little more knowledgeable".

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