The "racist" warning that Burger King should withdraw – 04/09/2019

The try to Burger King to expand their presence in the Asian world they have come across a stumbling block. In the promotion of a new hamburger called Burger tendrecrisp with Vietnamese sweet pepper (Tender chicken and spicy and crispy Vietnamese candy), the hamburger chain used a warning that provoked a wave of accusations accusing him of being "culturally insensitive"which forced her to cancel it.

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Although advertising has been conceived as a strategy to increase the brand's presence in Vietnam, he was just when he landed in New Zealand that the outrage became viral. To advertising, which showed a group of whites –you do not see any Asian– trying to eat the hamburger with giant red sticks, it was raining virtual boos from the kiwisjust as the country is dealing with the consequences of murder in Christchurch, in which 50 people died.

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"So it's the new Burger King advertisement for a Vietnamese hamburger (…) the sticks are very funny, is not it?", Turned in a tweet a New Zealander user, who then added: "I'm so fed up with racism, of all kinds. From the one who makes fun of different cultures to the one who murders those who pray peacefully in their temples. Say no to any such demonstration, "he added.

Burger King quickly recognized that the warning was "insensitive, and this did not reflect the brand's values, which seek to encourage diversity and inclusion. " ordered its New Zealand subsidiary to receive the broadcast notice, although we do not know what will happen in other markets where the warning is circulating. Criticism was also expressed that the company had promoted a "pepper" sauce as if it came from Vietnam, while it has much more in common with Thai than Thai cuisine.

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The hamburger was part of an attempt by the company to expand to Vietnam and consolidate its presence in the area where it is very popular. This is the American gourmet chain the biggest in Malaysia, and the second in Thailand and Indonesia. Burger King is also planning to open 1000 new premises in China.

A recent history

The fall of Burger King recalls memories a similar recent episode that experienced the Italian clothing brand Dolce & Gabbana. In the waiting hall of a parade in Shanghai and with the aim of arousing the interest of China, one of the world's largest luxury consumers, the firm has aired a short film on social networks in which she was looking for Italian Culinary Tradition in China. How Learn to eat typical Italian dishes with sticksas if they could not do it with forks and knives.

The indignation quickly became viral, forcing Dolce & Gabbana to make the short film and to apologize. Anyway, the repercussions were serious and calls were made for a boycott of the brand. Some stores, such as the Kaola online business platform and the luxury Secco house, have even removed all Dolce & Gabbana items from their catalog.

Source: The Guardian