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Burger King faces online criticism after its New Zealand subsidiary has released an ad in which chopsticks are being used as a humorous vehicle to promote its Vietnamese Tendercrisp sweet pepper hamburger.
The campaign, which ran on Instagram, shows several people who have trouble eating the hamburger with giant chopsticks, some holding them by hand.
It provoked outrage from Asian communities on Twitter, who accused Burger King of "cultural insensitivity" and "racism" to have diminished the tradition of eating with utensils.
The spot (which can be seen below) has sparked on Twitter after being shared by Korean New Zealander Maria Mo.
Here is the new Burger King advertisement for a "Vietnamese" hamburger. Ok coolcoolcoolcoolcool CHOPSTICKS R HILARIOUS right omg etc. pic.twitter.com/zVD8CN04Wc
-. Maria (@mariahmocarey) April 4, 2019
Several others agreed with her that the announcement made the chopsticks "clumsy", "primitive" and "stupid" look like.
Someone made a video of a group of Asians using forks to eat sushi or pho with. Give their forked invention an awkward, primitive and stupid look, like what this advertisement was trying to imply with chopsticks.
– Professor (@supersoakdathoo) April 5, 2019
LOL chopsticks amirite ??????
Who the hell came with that? There are a lot of Asians in New Zealand, although they probably do not get their Vietnamese food from Burger King https://t.co/XSGYX7IVBR
– Catherine Shu (@CatherineShu) April 5, 2019
The Drum asked Burger King for his response to the critics. At the time of writing, it has not yet responded.
At the end of last year, Dolce and Gabbana faced similar criticism after their campaign "DG Loves for China" was accused of trivializing the country's age-old culture and portraying Chinese women in a racist way.
The Italian fashion brand has released the announcement on the social network Weibo in November to promote its parade in Shanghai. The video depicts an Asian model dressed in a red sequined D & G dress having a hard time eating Italian dishes like a pizza using chopsticks, while a narrator asked her: "Is this too big for you? "
The perception of the brand among consumers in China has reached its lowest level since the incident, which led the giants of e-commerce and retail to withdraw its products from the lists and cancel its parade of fashion.
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