Sci-tech

Burger King pulls ad after public outcry

Burger King pulls ad after public outcry”

Korean New Zealander Maria Mo shared a tweet of the advert, which has since gone viral.

The ad played on widespread Asian stereotypes, Ms Mo said, "as though their thought process went, 'what's Asian?"

Burger King has apologized for and removed a social media ad following widespread criticism that it was offensive to Asians.

Burger King has removed its latest ad circulating on social media in New Zealand, after complaints from consumers who considered it "racist".

Burger King has now deleted the clip which appeared on their Instagram account for New Zealand and has withdrawn the television advert.

The controversy surrounding a recent ad for Burger King is a sign that Western brands need to infuse more local knowledge into their global strategies, said Warwick Business School professor of marketing Qing Wang, a China-born British academic.

"Take your taste buds all the way to Ho Chi Minh City with our Vietnamese Sweet Chili Tendercrisp", reads the ad.

"It honestly took me a second to work out what the heck I was looking at", Mo told the Huffington Post. "I was watching it thinking there must be some kind of layered twist ― only to realise, no, there was no twist, it really was that base level".

"We have asked our franchisee in New Zealand to remove the ad immediately", Burger King said in an emailed statement.

In her subsequent thread she berates Burger King's attempts to make fun of how Asians eat and described the advert as racist.

In China, the Burger King advert has been viewed more than eight million times on the news website Pear Video and tens of thousands of Weibo users have been posting about it. "And I could not believe that such a concept was approved for such a big, well-known company. Say no to every single manifestation of it".

In November 2018, the fashion house launched an ad campaign featuring a Chinese model eating traditional Italian food with chopsticks.

Companies are constantly trying to engage with customers on Twitter, Facebook and Instagram, often in ways that step out of line with that core message and, in turn, lead to insensitive content.



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