KUALA LUMPUR – Local Japanese food franchise Nippon Sushi is facing heavy criticism online over a collaborative video with a TikTok influencer known as “CEO Batu” that was deemed culturally insensitive.
The one-minute-four-second skit, which featured CEO Batu apparently speaking gibberish imitating the Japanese language while tape was used to hold back the sides of his eyes, was shot at a Nippon Sushi outlet.
Besides showing the man struggling with chopsticks before throwing them away and using his hands to eat sushi, the video also has several food shots ostensibly in an attempt to promote the chain’s cuisine.
While the video has been deleted from the company’s official social media accounts, it can be viewed on CEO Batu’s TikTok account and has upwards of 44,000 views at press time.
The apparent lack of respect for Japanese food and culture did not sit well with some social media users who were quick to point out the tone-deaf nature of the video, which was aimed at promoting the launch of Nippon Sushi’s new outlet in Seberang Prai, Penang.
Many questioned why CEO Batu had taped the sides of his eyes to give the impression of slanted eyes and lamented the butchering of the Japanese language.
Several users also took Nippon Sushi to task, criticising the company over how it could have approved such a video.
However, a good number of CEO Batu’s over one million followers seemed amused by the “stereotype” video, with most comments either expressing their amusement or poking fun at the characters portrayed.
In a statement responding to the backlash, Nippon Sushi said it has taken note of public feedback and how the content depicted is unsuitable for a multiracial society, as well as for its corporate brand.
“Nippon Sushi takes full responsibility for all mistakes and misbehaviour on our end. We did not intend to make fun of any religion or race in the production of the video,” it said today.
It added that this is its first time venturing into TikTok to promote its brand since it first started operating four years ago, saying: “Our excitement in this project caused us to overlook the issues raised. We admit our weaknesses.” – The Vibes, August 2, 2022
