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21 February


Burger King`s advertising insult asians

In the video, the company showed how people are clumsily trying to eat a burger with oriental chopsticks

Photo: AFP

/NOVOSTIVL/ Burger King wanted to promote a burger inspired by Asian flavours. It learned that chopsticks were not the way to go. This article appeared in The Washington Post.

The fast-food chain’s video clip showed diners very awkwardly trying to eat its new Vietnamese sweet chilli tendercrisp burgers with giant red chopsticks. It included a caption reading "Take your taste buds all the way to Ho Chi Minh City".

The ad, posted to the company’s New Zealand Instagram account, sparked a social media backlash and complaints of cultural insensitivity. Burger King deleted the video and issued an apology.

Experts say the incident is just the latest example of a company missing the mark while trying to become more relevant to its customers. It also speaks to social media’s increasing effectiveness in policing such missteps.