▲ Logo of UNIQLO

The latest advertisement for UNIQLO's fleece made a huge controversy in South Korea.

The advertisement (15 seconds) features 97 years old style icon Iris Apfel and 13 years old fashion designer Kheris Rogers in conversation. In the original ad, Rogers says, "Wow! This is so amazing!", and Apfel says, " I love coming up with new ideas by changing accessories on simple clothing." Rogers asks her, "How did you used to dress when you are in my age?" Apfel replies, " Oh my god! I can't remember that far back."

On the other hand, in the Korean version, the last subtitle of Apfel was translated liberally, "Oh my god! How can I remember what happened more than 80 years ago?” The use of words "80 years ago" made today's big controversy because in Korea, "80 years ago" means the Japanese colonial era, so the entire meaning could be an expression that mocks comfort women.

▲ Difference between Korean subtitle and English subtitle in UNIQLO`s fleece ad

Most of public denounced about it, and UNIQLO said "That ad has nothing to do with any political, religious, beliefs, or groups.", stopping airing this controversial ad on the 20th.

Meanwhile, UNIQLO was symbolic in the "Japanese product boycott" movement in South Korea, but some pointed out that the boycott is slowing down as consumers are flocking to the recent large-scale discount event. However, after the controversy over the advertisement, the boycott is spreading. Some are moving fast to find a replacement for the fleece that appears in the ad. Also, lots of Internet users are encouraging consumers to boycott by sharing information about Korean fleece such as from Top Ten, a Korean clothing brand.

October 27th, 2019

by Kim Hyeon