SF Chronicle: “What’s the matter [with this depiction]? Put the shoe on the other foot,” wrote foreigner-rights advocate Debito Arudou (nee David Ardwinckle) [sic] in a column for The Japan Times. “Imagine McDonald’s, a multinational that has long promoted cultural diversity, launching a McAsia menu in America, featuring a deep-bowing, grimacing Asian in a bathrobe and platform sandals saying, ‘Me likee McFlied Lice!’ or, ‘So solly, prease skosh honorable teriyaki sandrich?'”
McHatin’ It
Of course, in the past, McDonald’s has essentially done just that. During last year’s Olympics, it unveiled a commercial featuring two Chinese kids engaged in high-flying wire-fu combat in an ancient temple, dueling it out with fists and feet and chopsticks over the last McNugget in the pack.
Seeing that ad brought back memories of McDonald’s limited-edition “Shanghai” Chicken McNuggets, which briefly appeared on menus back in 1986. Served in a red takeout box stamped with cartoon-Chinese lettering, they came with a fortune cookie, chopsticks and three absurdly non-Shanghainese dippings: “duck sauce,” hot mustard and … teriyaki sauce.
Worst of all, to complete the pseudo-Sino experience, the chain’s employees were forced to wear conical McCoolie hats — a bit of irony given their minimum-wage status — while commercials ended with mascot-clown Ronald McDonald throwing a karate chop to faux Asian music.
Lame, ignorant campaigns like this one may seem innocuous. But they give people license to mock and exclude people based on racial or cultural difference, which in turn can lead down a slippery slope to more troubling outcomes…