Burger King removes 'racist' chopsticks advert
The fast-food company says the video "does not reflect our brand values regarding diversity and inclusion".
Tuesday 9 April 2019 14:18, UK
Burger King has removed an advertisement showing people eating a burger with giant chopsticks after it was accused of being racist.
The ad, which appeared on Instagram in New Zealand, showed diners struggling to eat the "Vietnamese Sweet Chilli Tendercrisp".
It was taken down after a tweet criticising it was viewed nearly three million times and amid rising anger on social media in China.
"So this is the new Burger King ad for a 'Vietnamese' burger ok coolcoolcoolcoolcool CHOPSTICKS R HILARIOUS right omg etc," posted New Zealander @mariahmocarey.
She added: "I'm so sick of racism. Of any kind. Of the kind that makes fun of different cultures, to the kind that shoots and murders those peacefully praying in their place of worship.
"Say no to every single manifestation of it. #GiveNothingToRacism."
Twitter user @mr_duong567 said it was "making fun of our culture's use of chopsticks. It's an old racial stereotype that is meant to portray Asians in a negative light akin to slant eyes".
Others said they could not see the problem.
"The ad is quite lame yes but it is not racist," said @AidanYamani.
"Vietnamese people do eat with chopsticks, it's a part of their culture. It's not making fun of Vietnamese people in any way."
@defunctfrenzy said the joke was on "white people seemingly thinking they're meant to use chopsticks to eat a burger and looking ridiculous in the process. The joke is on them, not Vietnamese people".
Burger King said it had asked its local franchisee to remove the video immediately.
"The ad in question is insensitive and does not reflect our brand values regarding diversity and inclusion," said the company.
The fast-food chain's statement came as criticism was building on Chinese microblogging service Sina Weibo.
The hashtag "Burger King apology" was viewed more than 50 million times by Tuesday afternoon.
Some media outlets in China compared it to the controversy over Dolce and Gabbana's advert last year that showed a woman trying to use chopsticks to eat food such as pizza and spaghetti.
The narrator also appeared to mispronounce the brand's name, with some interpreting it as mocking the way Chinese people speak.
D&G was forced to cancel a fashion show in China after social media users threatened to boycott the luxury Italian brand.