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Justin Harper, Business Reporter, BBC News
Image courtesy of NIKE
A video ad about racial discrimination in Japan recently released by American sports equipment giant Nike is causing a backlash in the country.
The ad, titled “Keep Moving. Stay. The Future. The Future Doesn’t Wait,” features three young footballers with multiple roots such as race and race. Talk about “real experience”.
So far, it has been viewed over 25 million times on social media and shared over 80,000 times.
However, in Japan, where it is not customary to speak openly about sensitive topics such as race, this announcement is causing intense controversy. Some argue that it is not a problem for foreign companies to intervene.
Nike Japan explains that it has drawn a figure that “overcomes suffering and daily conflicts and moves its future through sports.”
But on social media, some say it’s unfair to focus solely on Japan, where Nike exaggerates discrimination. Additionally, some SNS users threaten to boycott Nike products.
One user complained, “I’m just saying that there is such discrimination all over Japan.”
On the other hand, there are also positive comments on the issue of racial discrimination.
Why the Japanese are angry
“Many Japanese don’t like to be told to change their path from the outside,” explains Morley Robertson, a journalist of Japanese and American parents.
“But when foreigners have a deep understanding of Japanese culture and Japanese rules, those who were aggressive until then quickly get praised again.”
Steve McGuinness, author of “Surfing the Asian Wave: How to Survive and Thrive in the New World Order,” said the ad was from Nike’s “Surfing the Asian Wave: How to Survive and Thrive in the New World Order.” It’s an own goal (suicide point) “.
“Regional racial discrimination is a sensitive issue in any culture. Nike should not think that foreign companies are in a position to point out racial problems at home.”
“Nike has put a blatant focus on what many Japanese think is ‘forbidden’. This is Nike’s great own goal.”
Will the Nike brand be affected?
Nike is not the only Western company that has been criticized for not understanding Asian culture and consumer behavior.
Last year, the French luxury brand Dior was criticized using a map of China that did not include Taiwan. Taiwan has been autonomous since the 1950s, but the Chinese government treats Taiwan as part of China.
Martin Roll, brand consultant and author of Asian business books, said: “The worst enemies of Western brands operating in Asia are arrogance and pride. For the local culture of Asian consumers. You may be underestimating your pride. “.
McGuinness also said: “Should American and American brands take advantage of racial profiling in 2020 and point out the negative points of other countries? That’s it.”
Meanwhile, Robertson noted that Nike understands the sensitivity of the problem.
“Nike referred to diversity in the only form of personal experience. In Japan, many ads avoid sensitive topics like discrimination because someone might find it offensive.”
Furthermore, such criticisms do not necessarily lead to decreased sales and may have the opposite effect.
“Nike sales in Japan are likely to increase. People who hate this ad will eventually buy Nike products,” Robertson added.
