Burger King pulls chopsticks ad after backlash

Lloyd Doyle
April 11, 2019

Naturally, as with any backlash towards a brand, the statement they issued in response sparked an online dialogue between people with dramatically different interpretations of the ad.

Burger King New Zealand has apologised for and removed a short Instagram video created to promote its Vietnamese Sweet Chilli Tendercrisp burger, as Burger King apology continues to go viral on Weibo in China.

The ad, which only aired in New Zealand, features customers failing to eat the sandwich, the Vietnamese Sweet Chili Tendercrisp, with large chopsticks. A spokesperson said the advert was insensitive and did not reflect the company's brand values of inclusion and diversity.

Of course, not everyone was offended by it, and many Twitter users found the whole ordeal confusing.

Dolce & Gabbana was forced to cancel a fashion show in China and social media users threatened a boycott over the campaign.

Burger King has removed its latest ad circulating on social media in New Zealand, after complaints from consumers who considered it "racist". "Say no to every single manifestation of it", she wrote, while also asking for an apology from the company.


"It's as though their thought process went, 'what's Asian?"

She could not believe anyone would run such an ad in 2019 or that it could be approved by a company as dominant as Burger King. "Chopsticks!'" Mo said. She noted that chopsticks are used by billions of people around the world and that they wouldn't normally be used to eat a burger anyway.

"We are truly sorry that the ad has appeared insensitive to our community", Woodbridge said.

Whilst many agreed with her criticism of the ad, some told her she was overreacting. It was, however, still being promoted on social media.

Just a year ago Italian fashion brand Dolce and Gabbana were accused of racism and racial stereotyping after they published a video on the Chinese social media site Weibo showing a Chinese model using chopsticks to try to eat a pizza, a cannoli and spaghetti.

Other reports by Iphone Fresh

Discuss This Article

FOLLOW OUR NEWSPAPER