Ivy Asia issues apology over "culturally insensitive" video

Ivy Asia, a Chelsea based restaurant have apologised for what they have described as an "inappropriate and culturally insensitive" advertisement.

The 60-second ad features two women dressed as geishas attempting to make their way to a restaurant in a rickshaw. An elderly man, known as 'the driver', is portrayed as lacking strength and struggles to move the pair until a younger, more stoic man dressed in classic 'warrior' attire known as 'the hero' charges the group toward their destination.

Upon arriving at the restaurant, the geisha, carrying sizeable bags of shopping fall clumsily into the store, to the bemusement of its white patrons.

The advert has come in for heavy criticism for the 'crass' promo

Sterotypes

To say the advert has been received poorly is an understatement, though the nature of complaints have varied. The reliance on stereotyping has been pointed at by many commentators. The direction of the advertisement is unclear from the outset but its tone suggests that its creators were attempting to draw on elements of Asian culture for humorous effect. Yet, this never comes close to being the case. The execution and lack of consideration for the culture(s) in question leave the viewer with a wayward, confusing and tone-deaf effort. In an article written earlier in the year, it was discussed how the absence of individuals from ESEA backgrounds in mainstream mediums has inexcusably fed into a culture of ignorance. This in turn has led to the inappropriate contortion of Asian culture. 

Ivy Asia appears more concerned with profiting from Asian cultures than it is with respecting the diversity and variousness of those cultures and peoples

Eater London

Timing

The timing of the video in a year that has seen domestic and international calls to end the rise in anti-Asian prejudice has also impacted its reception. While it would have been negatively received at any time, the current spotlight has seen meant criticism has been doubly scathing.

Asian diaspora communities across the world have experienced punishing spikes in violent racism against their communities, and Ivy Asia thought it would be appropriate to erect this hate crime of a ‘restaurant’ and to share this abhorrent promotional video? 

David Jay Paw

Ivy Asia's portrayl of Asian women has come in for criticism before, most recently, during a campaign where they were accused of 'presenting women as exotic objects.'

At its best, advertising can respectfully delve into different cultures to enlighten, engage and unify people around a common point of interest. At its worst, it can provoke reactions such as this.

"The video has now been deleted- the promo by Ivy Asia was gut wrenching to watch. That a group of people signed off to this says everything about how non-white staff & ethnic cuisine is seen by the top echelons of hospitality & fine dining. Please respect us. Do not ridicule us." - Asma Khan

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