Burger King Follows Dolce & Gabbana With Chopsticks Ad Blunder

Burger King has apologised for the ad that featured people trying to eat burgers with giant chopsticks

TwitterBurger King has apologised for the ad that featured people trying to eat burgers with giant chopsticks

Burger King hasn't issued a statement after the backlash swelled on social media.

The ad, which aired in New Zealand, features several fast food customers attempting - and failing - to eat the chicken sandwich using giant chopsticks.

It soon found itself at the centre of accusations of racism and cultural insensitivity, for depicting people struggling to eat a burger with chopsticks.

People quickly started tagging the Burger King creative team and demanding they address the racially insensitive ad.

The controversy surrounding a recent ad for Burger King is a sign that Western brands need to infuse more local knowledge into their global strategies, said Warwick Business School professor of marketing Qing Wang, a China-born British academic.

In China, the Burger King advert has been viewed more than eight million times on the news website Pear Video and tens of thousands of Weibo users have been posting about it.

The ad was posted onto the fast food chain's Instagram account in New Zealand last week.

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Mo, a student at the University of Waikato, told HuffPost she made a decision to post the video because she was shocked to see it appear on her Instagram feed in the first place. "Say no to every single manifestation of it", she tweeted.

The ad played on widespread Asian stereotypes, "as though their thought process went, 'what's Asian?"

Social media posts critical of the ad have been seen and shared widely since late last week.

The Instagram campaign was immediately called-out on social media - namely by people of Asian descent - as "racist", "clumsy", "primitive" and "stupid".

It's not the first time a company has sparked online outrage for using chopsticks in an advertisement.

Just previous year 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.

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

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