urger King has become the latest foreign company to hurt the feelings of the Chinese people with a commercial portraying the use of chopsticks in a ridiculous manner.
The ad was posted onto the fast food chain’s Instagram account in New Zealand last week. It shows a few customers struggling to eat a new Vietnamese-style burger with a pair of oversized red chopsticks.
“Take your taste buds all the way to Ho Chi Minh City with our Vietnamese Sweet Chili Tendercrisp,” reads the ad.
While the clip is obviously attempting to be humorous, many have instead found it offensive. In response to the viral backlash, Burger King has apologized and pulled down the video. “The ad in question is insensitive and does not reflect our brand values regarding diversity and inclusion,” the company said in a statement. “We have asked our franchisee in New Zealand to remove the ad immediately.”
The controversy has, of course, found its way over to Chinese social media where it became one of the top trending topics on Tuesday. Some netizens slammed Burger King for “racism” and for “ridiculing” their Asian customers. However, many others accused those offended of getting riled up over a trifling issue. “Some people are so sensitive that their whole body is a G-spot,” reads one of the top comments on one thread.
Evidently, the makers of this commercial weren’t watching last November when Dolce & Gabbana was forced to cancel its big fashion show in Shanghai when it unwittingly turned the Chinese nation against the brand with a promotional ad featuring a Chinese model eating pizza with chopsticks.