KFC vs. KGC: WTF???

By John | Monday, June 1, 2009 | View Comments

KFC (Kentucky Fried Chicken) has been promoting their new offering, Kentucky Grilled Chicken, with the tagline, UNTHINK what you thought about KFC – Taste the unfried side of KFC.

Joz and I both noticed that KFC is running a new, “multicultural” KGC commercial which features white, African American and Asian American actors. I had been channel surfing and upon catching the tail end of this commercial, I immediately re-wound the DVR just to make sure what I saw was what I saw. My initial reaction was “WTF.” Why are the Asian American actors wearing kamikaze headbands with what looks to me to be Japanese martial arts-type wardrobe, and speaking with foreign-sounding accents — while all the other actors and actresses came across as average Americans? What the hell is KFC trying to convey with those two Asian Americans? It’s stupid commercials like this that reinforce the idea that Asian Americans know martial arts (more than once as a kid I recall being asked if I knew karate, etc…) or that Asian Americans are “foreigners” (I’ve also been told that my English is excellent – which it should be since I was born-and-raised in the United States). Does reinforcing some Asian stereotype have anything to do in promoting fried chicken versus grilled chicken?

The Asian characters in the commercial haven’t been in other previous KFC commercials, so there is no rational context as to why these Asian Americans are dressed the way they are. In the context of this commercial, how would African Americans feel if there was a gang banger or basketball player representing them (or even more ridiculous, traditional African wardrobe?). The only white stereotype I see possibly is the two “preppy” twenty-or-thirty-something guys wearing sports jackets … and I think I’m stretching when I say that. BTW – Almost everyone in this commercial, as well as other KFC commercials, are dancing ridiculously to the tune of the commercials’ theme music, to convey the excitement to KFC now offering grilled chicken.

Joz’s commentary:
Wow, first the Oprah/Kentucky Grilled Chicken coupon fiasco, and now this! KFC is screwing up royally with their promotions for KGC. Regarding the KGC commercial with the two Asian guys dressed with kamikaze* headbands… Everyone else in the commercial is dressed all normally, but why are the Asian guys the only ones dressed all stupid and fighting about chicken while speaking in dumb accents?

John, thanks for uploading the video… If people start saying “What’s wrong with this?! Asians DO sometimes wear Kamikaze headbands and argue about chicken,” I will punch them in the neck.

Maybe these guys are actually fighting about KFG?!

* Ok, I know they are not really kamikaze headbands and I definitely know they are not in martial arts clothes. I can tell they are supposed to be Japanese cooks. But these guys make no sense and are totally out of context. (Moye says the headband is called “hachimaki.” I still say that most Americans know those things as the headbands worn by kamikaze pilots. Or by Daniel-san in Karate Kid.)

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http://www.pikindaguy.com Tien Nguyen

I never noticed this before but have to admit the concept, while lame, is absolutely hilarious.

There’s no such thing as bad press they say.
http://www.pikindaguy.com Tien Nguyen

I never noticed this before but have to admit the concept, while lame, is absolutely hilarious.

There’s no such thing as bad press they say.
xyz

Am I the only who thinks when commercials do give asians a chance to be “themselves” they usually ruin it by seeming too stiff or unnatural? Like that asian guy in all the At&t/Shell commercials.. He’s always the calm backup person who states a fact, but the white guy is the “entertaining” one.
xyz

Am I the only who thinks when commercials do give asians a chance to be “themselves” they usually ruin it by seeming too stiff or unnatural? Like that asian guy in all the At&t/Shell commercials.. He’s always the calm backup person who states a fact, but the white guy is the “entertaining” one.
http://www.jozjozjoz.com/2009/06/01/another-kfc-fail-kentucky-grilled-chicken-commercial-with-two-asian-guys-wearing-kamikaze-headbands-and-looking-all-stupid/ Another KFC FAIL: Kentucky Grilled Chicken commercial with two Asian guys wearing kamikaze headbands and looking all stupid at jozjozjoz.com

[...] Thanks for uploading the video, John… If people start saying “What’s wrong with this?! Asians DO sometimes wear Kamikaze headbands and argue about chicken,” I will punch them in the neck. [...]
http://www.jozjozjoz.com jozjozjoz

Can anyone please translate what the hell they are saying at the end of the commercial? (I know they are not speaking Japanese; I just can’t understand what they are supposed to be saying!)

THX!
http://www.jozjozjoz.com jozjozjoz

Can anyone please translate what the hell they are saying at the end of the commercial? (I know they are not speaking Japanese; I just can’t understand what they are supposed to be saying!)

THX!
Chink Cahn

I think that they are supposed to be hibachi grill chefs. Maybe you are the racists one for assuming that they are stereotypical asian martial artists.

So does that mean those of Irish descent should be offended at the Folgers commercial showing the woman getting ready to do some Riverdance dancing while drinking Folgers?
http://www.jozjozjoz.com jozjozjoz

@CC – Seriously, dude. Take a look at your previous comments before you go around calling people racist. I am certainly not calling KFC racist.

Even if they aren’t *supposed* to be martial artists (I know they’re not), John is correct in that many people may PERCEIVE them to be wearing martial artist-type clothing.

I’m just saying that context matters and these two guys in this commercial are way out of context.
http://www.jozjozjoz.com jozjozjoz

@CC – Seriously, dude. Take a look at your previous comments before you go around calling people racist. I am certainly not calling KFC racist.

Even if they aren’t *supposed* to be martial artists (I know they’re not), John is correct in that many people may PERCEIVE them to be wearing martial artist-type clothing.

I’m just saying that context matters and these two guys in this commercial are way out of context.
http://www.8asians.com John

@Joz – I think they are both saying, “No we can have both.” – i.e. both Fried & Grilled chicken. That is what I also forgot to comment – that you can barely understand what the two guys are saying at the end of the commercial…. I agree with your comments in regards to CC.
http://www.8asians.com John

@Joz – I think they are both saying, “No we can have both.” – i.e. both Fried & Grilled chicken. That is what I also forgot to comment – that you can barely understand what the two guys are saying at the end of the commercial…. I agree with your comments in regards to CC.
Chink Cahn

“Why are the Asian American actors wearing kamikaze headbands with what looks to me to be Japanese martial arts-type wardrobe”

Oh noes I don’t understand something and they are Asian, they must be racist.
they are supposed to be hibachi grill chefs. Maybe you are the racists one for assuming that they are stereotypical asian martial artists.
Chink Cahn

“Why are the Asian American actors wearing kamikaze headbands with what looks to me to be Japanese martial arts-type wardrobe”

Oh noes I don’t understand something and they are Asian, they must be racist.
they are supposed to be hibachi grill chefs. Maybe you are the racists one for assuming that they are stereotypical asian martial artists.
http://www.jozjozjoz.com jozjozjoz

@CC Seriously. No one is calling anyone racist but you.

Who’s the racist now?

John didn’t say they WERE martial artists. His point is that most people will perceive them to be so. Would you agree that most people are not going to know these guys are supposed to be chefs? In fact, it’s much more likely that most people will think these people are wearing martial artist clothes; not chefs clothes.
http://www.jozjozjoz.com jozjozjoz

@CC Seriously. No one is calling anyone racist but you.

Who’s the racist now?

John didn’t say they WERE martial artists. His point is that most people will perceive them to be so. Would you agree that most people are not going to know these guys are supposed to be chefs? In fact, it’s much more likely that most people will think these people are wearing martial artist clothes; not chefs clothes.
aj

don’t feed the child molesting troll known as chink chan. great name btw.
aj

don’t feed the child molesting troll known as chink chan. great name btw.
Linda

In regards to XYZ’s comment about Asians usually appearing stiff in commercials, I have nine words for you: “I’m a PC and I’m four and a half.”
Linda

In regards to XYZ’s comment about Asians usually appearing stiff in commercials, I have nine words for you: “I’m a PC and I’m four and a half.”
http://haroyoshi.com/ yoshi

When I first saw this commercial, I didn’t even think about it. These guys didn’t look weird or different to me. I really don’t know why. the first thought I thought was “wow, those 2 cooks are just arguing which is better, grilled or fried.” (i’m for fried myself. grilled chicken is good but honestly, that fried chicken – extra crispy – rocks!)

I guess I’m just desensitized. but honestly, I don’t see any issue with this commercial.

Oh and at the end of the commercial, yeah, they are saying “now we can have both”. I had no problem understanding that. Perhaps it’s just me.

then again, i didn’t think there was anything wrong when my mom sent me an email saying “red robster….”
http://haronetwork.com/ Yoshi

When I first saw this commercial, I didn’t even think about it. These guys didn’t look weird or different to me. I really don’t know why. the first thought I thought was “wow, those 2 cooks are just arguing which is better, grilled or fried.” (i’m for fried myself. grilled chicken is good but honestly, that fried chicken – extra crispy – rocks!)

I guess I’m just desensitized. but honestly, I don’t see any issue with this commercial.

Oh and at the end of the commercial, yeah, they are saying “now we can have both”. I had no problem understanding that. Perhaps it’s just me.

then again, i didn’t think there was anything wrong when my mom sent me an email saying “red robster….”
http://cybrpunk.com cybrpunk

I saw this commercial before and didn’t see any problem with the Asians in it. If anything, the Asians kind of stole the spotlight in it. Of course if this were a web site run by 8 African Americans, they would probably be complaining about how little time the two black girls got and OMG how dare they show black people eating chicken! How racist they are for showing black people eating chicken! What’s next? Watermelon for dessert?!?

Seriously… it’s just a commercial people.
http://cybrpunk.com cybrpunk

I saw this commercial before and didn’t see any problem with the Asians in it. If anything, the Asians kind of stole the spotlight in it. Of course if this were a web site run by 8 African Americans, they would probably be complaining about how little time the two black girls got and OMG how dare they show black people eating chicken! How racist they are for showing black people eating chicken! What’s next? Watermelon for dessert?!?

Seriously… it’s just a commercial people.
http://www.jozjozjoz.com jozjozjoz

I just don’t understand why all the other people are dressed up in street clothes (preppy guys excepted), and the Asians are in “ethnic” wear.

There’s another thing to note… Asians/Asian Americans are not depicted in ANY OTHER KFC/KGC ads. This is the ONLY depiction and its of “Japanese cooks.”

What.
http://www.jozjozjoz.com jozjozjoz

I just don’t understand why all the other people are dressed up in street clothes (preppy guys excepted), and the Asians are in “ethnic” wear.

There’s another thing to note… Asians/Asian Americans are not depicted in ANY OTHER KFC/KGC ads. This is the ONLY depiction and its of “Japanese cooks.”

What.
Akrypti

Re: “If people start saying “What’s wrong with this?! Asians DO sometimes wear Kamikaze headbands and argue about chicken,” I will punch them in the neck.”

hahaha. Joz, I heart you. Sometimes I go to the courthouse in a cheongsam and say “Your most honorable judge…”
Akrypti

Re: “If people start saying “What’s wrong with this?! Asians DO sometimes wear Kamikaze headbands and argue about chicken,” I will punch them in the neck.”

hahaha. Joz, I heart you. Sometimes I go to the courthouse in a cheongsam and say “Your most honorable judge…”
http://www.8asians.com John

@Cyberpunk – there have been some complaints on some sites regarding the KFC commercials and African Americans – but like I said, in this specific commercial, the white and black actors and actresses are all being portrayed as “everyday” people.

Why are the Asian actors depicted as cooks or martial artist type dudes? It makes no sense to me. And they are the only ones who have accents. And the accents are counter-productive since I did (as well as Joz) have problems understanding what the Asian actors were saying at the very end of the commercial. You would think as the commercial producer / director, you would want everyone to be able to clearly understand what is being said in a commercial…
http://www.8asians.com John

@Cyberpunk – there have been some complaints on some sites regarding the KFC commercials and African Americans – but like I said, in this specific commercial, the white and black actors and actresses are all being portrayed as “everyday” people.

Why are the Asian actors depicted as cooks or martial artist type dudes? It makes no sense to me. And they are the only ones who have accents. And the accents are counter-productive since I did (as well as Joz) have problems understanding what the Asian actors were saying at the very end of the commercial. You would think as the commercial producer / director, you would want everyone to be able to clearly understand what is being said in a commercial…
RR

I like our two apologists here, or they just trolls? “It’s just a commercial”. Right, so you can be racist if it’s “just a commercial” or “just a joke” or “just a whatever”. That pretty much means it’s never racist, eh?
I’ll call it out. This shit is racist. Why aren’t the Asians normal english-speakers ever? As an isolated one-off commecial that might not be racist but as a part of a cultural meme, it’s racist like a motherfucker and one PC commerical don’t change that.
Oh, and Imperial Naval Rising Sun emblem? That shit is offensive. Why not have two German guys with swastika armbands? Same same.
RR

I like our two apologists here, or they just trolls? “It’s just a commercial”. Right, so you can be racist if it’s “just a commercial” or “just a joke” or “just a whatever”. That pretty much means it’s never racist, eh?
I’ll call it out. This shit is racist. Why aren’t the Asians normal english-speakers ever? As an isolated one-off commecial that might not be racist but as a part of a cultural meme, it’s racist like a motherfucker and one PC commerical don’t change that.
Oh, and Imperial Naval Rising Sun emblem? That shit is offensive. Why not have two German guys with swastika armbands? Same same.
http://haronetwork.com/ Yoshi

personally i don’t see how the rising sun flag is offensive. it’s used today as the japanese defense force flag. how is that offensive?
http://haroyoshi.com/ yoshi

personally i don’t see how the rising sun flag is offensive. it’s used today as the japanese defense force flag. how is that offensive?
Tristan

Lol at teh trollz…

To address the inane comment about Folgers and riverddancing et al…

Where do people get the idea that THIS kind of racism works both ways? What this post is specifically talking about is a kind of INSTITUTIONAL racism…a kind of racism that the white establishment perpetrates. God, I really hate explaining this to people over and over again..

And as for the remarks about black people and chicken..everyone eats chicken, you moron. If the damn commercial was advertising a local pan-Asian restaurant and showcased Asians eating rice, would I blink an eye? NO. But nah, KFC went the extra step to EXOTICIZE the Asian dudes and deck them out with headbands and all the garb because that’s what a good portion of idiots associate with Eastern culture. Not to mention the fact that KFC is the most popular fast food franchise in China, and SURELY there are (and I hesitate to use a word that implies natural order) “normal” people in China. So really, I’m not directing my ire at the stupid commercial, because it’s really just symptomatic of the ignorance in which people like you continue to revel.
Tristan

Lol at teh trollz…

To address the inane comment about Folgers and riverddancing et al…

Where do people get the idea that THIS kind of racism works both ways? What this post is specifically talking about is a kind of INSTITUTIONAL racism…a kind of racism that the white establishment perpetrates. God, I really hate explaining this to people over and over again..

And as for the remarks about black people and chicken..everyone eats chicken, you moron. If the damn commercial was advertising a local pan-Asian restaurant and showcased Asians eating rice, would I blink an eye? NO. But nah, KFC went the extra step to EXOTICIZE the Asian dudes and deck them out with headbands and all the garb because that’s what a good portion of idiots associate with Eastern culture. Not to mention the fact that KFC is the most popular fast food franchise in China, and SURELY there are (and I hesitate to use a word that implies natural order) “normal” people in China. So really, I’m not directing my ire at the stupid commercial, because it’s really just symptomatic of the ignorance in which people like you continue to revel.
Necky McPunchNStuf

What’s wrong with this?! Asians DO sometimes wear Kamikaze headbands and argue about chicken.
Necky McPunchNStuf

What’s wrong with this?! Asians DO sometimes wear Kamikaze headbands and argue about chicken.
http://www.8asians.com John

@yoshi – I think most Americans (I can’t say about the Japanese), as well as China and parts of Asia that were invaded or occupied by Japan (Korea, Taiwan, etc..) might associate the rising sun flag to imperialistic Japan of World War II.
http://www.8asians.com John

@yoshi – I think most Americans (I can’t say about the Japanese), as well as China and parts of Asia that were invaded or occupied by Japan (Korea, Taiwan, etc..) might associate the rising sun flag to imperialistic Japan of World War II.
http://haronetwork.com/ Yoshi

ah well, what can you do.
http://haroyoshi.com/ yoshi

ah well, what can you do.
Anonymous

Yoshi – What can you do? Read a history book. Japanese Imperial flag is as bad if not worse than Nazi Germany swastika flag or Confederate flag. The Rising Sun flag is a symbol of deep hatred and racism, simple as that and should be used in such a frivolous manner such as a KFC commercial.
jorge

Yoshi – What can you do? Read a history book. Japanese Imperial flag is as bad if not worse than Nazi Germany swastika flag or Confederate flag. The Rising Sun flag is a symbol of deep hatred and racism, simple as that and should be used in such a frivolous manner such as a KFC commercial.
http://priscillagee.wordpress.com pg

i was also very upset after watching this commercial. my asian friends and i became uncomfortable every time this commercial played.
http://priscillagee.wordpress.com pg

i was also very upset after watching this commercial. my asian friends and i became uncomfortable every time this commercial played.
http://www.jozjozjoz.com jozjozjoz

@Necky
You are just a little too eager to get punched in the neck, you creepy masochist, you.

@a bunch of other people
Wow. So rude and attacky. Or is that… uh, TACKY?!

@Yoshi
Thanks for sharing your POV on the matter; I’m sorry to see that some people can’t value a different viewpoint without resorting to name-calling.
http://www.jozjozjoz.com jozjozjoz

@Necky
You are just a little too eager to get punched in the neck, you creepy masochist, you.

@a bunch of other people
Wow. So rude and attacky. Or is that… uh, TACKY?!

@Yoshi
Thanks for sharing your POV on the matter; I’m sorry to see that some people can’t value a different viewpoint without resorting to name-calling.
Tristan

I might be a bit abrasive, but I’m irked that this seems the new fad in public discourse. Take all the brouhaha over Satomayor’s nomination for the Supreme Court. People like Newt Gingrich and Big Daddy Rush like to take pot shots by calling her “racist” when her being racist in the sense that they’re trying to frame her is about as preposterous as Sarah Palin’s bid for the Vice Presidency.

People like the above commenters typically have pat “counter-examples” that typically involve white ethnic groups and some sort of discrimination or hardship under which they’re perceived to burden. The ol’ “UC system is racist to white people111!!” argument never gets old. I’m just tired of being told that any sort of anger I feel when I see something like this KFC commercial is unwarranted because the problems APAs face aren’t “real racism” or even that we’re actually the racists, as asserted above.
Tristan

I might be a bit abrasive, but I’m irked that this seems the new fad in public discourse. Take all the brouhaha over Satomayor’s nomination for the Supreme Court. People like Newt Gingrich and Big Daddy Rush like to take pot shots by calling her “racist” when her being racist in the sense that they’re trying to frame her is about as preposterous as Sarah Palin’s bid for the Vice Presidency.

People like the above commenters typically have pat “counter-examples” that typically involve white ethnic groups and some sort of discrimination or hardship under which they’re perceived to burden. The ol’ “UC system is racist to white people111!!” argument never gets old. I’m just tired of being told that any sort of anger I feel when I see something like this KFC commercial is unwarranted because the problems APAs face aren’t “real racism” or even that we’re actually the racists, as asserted above.
http://www.littleyellowdifferent.com Ernie

Guys, if you see comments that you feel are trollish, please contact someone using the “Contact Us” link at the bottom of the page to report the offending party and we’ll take appropriate action.
http://www.littleyellowdifferent.com Ernie

Guys, if you see comments that you feel are trollish, please contact someone using the “Contact Us” link at the bottom of the page to report the offending party and we’ll take appropriate action.
mothroachra

From the bell curve of AA sensitivities one might expect the hyper fringe element to be venting here over costumes that are common sights at numerous touristy Japanese festivals and rites of passage where your balls get mashed on a big log.. ..ooops, the act of Kamikaze was a rite of passage wasn’t it?
mothroachra

From the bell curve of AA sensitivities one might expect the hyper fringe element to be venting here over costumes that are common sights at numerous touristy Japanese festivals and rites of passage where your balls get mashed on a big log.. ..ooops, the act of Kamikaze was a rite of passage wasn’t it?
johns

Only the ignorant equate Japan’s national flag of over 2000 years with the flag of the Nazi party 1933-1945. The Nazis adopted the swastika in deference to their weird bogus ideas of Hindu “aryans”, so the swastika not only does NOT represent Germany, it is NOT even German. So “jorge”, learn to read before reading “history”.
johns

Only the ignorant equate Japan’s national flag of over 2000 years with the flag of the Nazi party 1933-1945. The Nazis adopted the swastika in deference to their weird bogus ideas of Hindu “aryans”, so the swastika not only does NOT represent Germany, it is NOT even German. So “jorge”, learn to read before reading “history”.
Nathan

For those commenters who are okay with this commercial:
The reason why this commercial is offensive is because it unfairly and inaccurately reduces the Asian Pacific Islander community as a bunch of silly, broken English-speaking, dancing, ethnic costume-wearing baboons. Why aren’t the rest of the cast dressed up in African kanga or Irish kilts and dancing around? KFC just happened to unthinkingly promote the social stereotype of Asian men which is inaccurate. I’m tired of seeing my race made the butt of jokes in the media. Does KFC think that Asians aren’t normal and therefore display them as abnormal idiots on TV?

I urge everyone to express their concern to KFC.
http://www.kfc.com/contact/
Nathan

For those commenters who are okay with this commercial:
The reason why this commercial is offensive is because it unfairly and inaccurately reduces the Asian Pacific Islander community as a bunch of silly, broken English-speaking, dancing, ethnic costume-wearing baboons. Why aren’t the rest of the cast dressed up in African kanga or Irish kilts and dancing around? KFC just happened to unthinkingly promote the social stereotype of Asian men which is inaccurate. I’m tired of seeing my race made the butt of jokes in the media. Does KFC think that Asians aren’t normal and therefore display them as abnormal idiots on TV?

I urge everyone to express their concern to KFC.
http://www.kfc.com/contact/
Anonymous

John, only the ignorant would not realize why the Japanese Imperial flag is similar or worse even than the Nazi flag. That was the flag flown during the holocaust at various concentration camps, human experimental facilities. It was the flag of those whom massacred tens of millions of civilians and committed atrocities too horrific for Hitler.

I am very well aware of history thank you very much. Of course I know the swastika was appropriated from Buddhist symbols by the Germans to represent the Nazi regime. Yes the swastika was very much the symbol of Nazi Germany, not sure what book you are reading but do not presume to tell me what to do. The poster I was responding to asked “what can I do?” and I rightly suggested he go read a book on history as he seemed to not quite get it.

I think YOU may need to do some reading.
jorge

John, only the ignorant would not realize why the Japanese Imperial flag is similar or worse even than the Nazi flag. That was the flag flown during the holocaust at various concentration camps, human experimental facilities. It was the flag of those whom massacred tens of millions of civilians and committed atrocities too horrific for Hitler.

I am very well aware of history thank you very much. Of course I know the swastika was appropriated from Buddhist symbols by the Germans to represent the Nazi regime. Yes the swastika was very much the symbol of Nazi Germany, not sure what book you are reading but do not presume to tell me what to do. The poster I was responding to asked “what can I do?” and I rightly suggested he go read a book on history as he seemed to not quite get it.

I think YOU may need to do some reading.
Anonymous

^ I think johns may need to do some shutting the fuck up.
Confuse-Us

^ I think johns may need to do some shutting the fuck up.
johns

jorge:

Thanks for accepting instruction from me. Most aren’t cognizant of the swastika’s origin, so your ignorance demonstrated your common education. Anyone who equates a swastika with Japan’s ancient and noble symbol demonstrates ignorance, and insults the Japanese people. Note that responsible and civilized nations don’t insult Japan’s symbol.
johns

jorge:

Thanks for accepting instruction from me. Most aren’t cognizant of the swastika’s origin, so your ignorance demonstrated your common education. Anyone who equates a swastika with Japan’s ancient and noble symbol demonstrates ignorance, and insults the Japanese people. Note that responsible and civilized nations don’t insult Japan’s symbol.
Derek

I think the real issue is how Asians are looked at. In regards to the comment about the Irish and Folgers coffee,what if the person but booze in their coffee during the commercial? It would seem that all Irish are drunks.
Derek

I think the real issue is how Asians are looked at. In regards to the comment about the Irish and Folgers coffee,what if the person but booze in their coffee during the commercial? It would seem that all Irish are drunks.
Jojo

http://en.wikipedia.org/wiki/Bataan_Death_March
http://en.wikipedia.org/wiki/Japanese_war_crimes

Yeah, those Japanese sure sound civilized to me!
RCE

Dear Cybrpunk,

This commercial may not directly impact your life, but negative stereotyping hurts all Asian Americans — whether it's a joke or not.

When you portray Asian Americans as un-American, as foreign, you limit their leadership opportunities at school and at work. You limit their ability to have Asian American political issues become a priority. After all, why would Congressman represent Asian American healthcare/educational/affirmative action concerns if these people aren't even American?

Asian Americans are stereotypically viewed as competent and smart, but not effective leaders. Part of this perception is because they are not seen as being “one of us” by other races. Asian Americans are seen as more “other,” “foreign,” and unassimilated than any other racial group. This KFC commercial perpetuates this outrageous stereotype. Though it is “just a commercial,” sometimes the most pernicious influences are also the ones that seem the most innocuous.
http://www.racialicious.com/2009/06/04/that-dumbass-kfc-grilled-commercial/ That Dumbass “KFC” Grilled Commercial at Racialicious – the intersection of race and pop culture

[...] I’ve been hearing from a bunch of folks about some wack KFC commercial, but haven’t really been able to catch in on TV. But I guess that’s what YouTube is for. Here is the commercial in question, and indeed, it’s really idiotic: KFC Commercial – Fried vs. Grilled – “Multicultural” commercial (WTF???) (Thanks, John). [...]
JamesVG3

I contacted Kentucky Fried Chicken & they responded

My Letter:

Thank you for contacting KFC regarding our UNTHINK advertising campaign. The opinions of our customers are very important to us.
KFC works very hard to ensure that our advertising and promotional strategies reflect our corporate priorities of sensitivity and concern for all of our customers, and we're grateful you took the time to contact us.

Throughout our Kentucky Grilled Chicken ad campaign, we have used real chefs in our commercials, in addition to actors. Both Chef Sandra Lee and Chef G. Garvin have appeared in previous KGC commercials. The Japanese men who are featured in our current Kentucky Grilled Chicken commercials are professional sushi chefs; they are not actors. The clothing that they wore in the commercial is the same clothing they wear while preparing sushi for their customers; they were not provided costumes for the commercial.

We love the energy these two chefs brought to our commercial, and we enjoyed working with them.

We thank you for voicing your opinion. Please be assured we value your patronage and look forward to serving you again soon.

Kentucky Fried Chicken's Response:

UNTHINK COMMERCIAL ASIAN CHEFS

Thank you for contacting KFC regarding our UNTHINK advertising campaign. The opinions of our customers are very important to us.
KFC works very hard to ensure that our advertising and promotional strategies reflect our corporate priorities of sensitivity and concern for all of our customers, and we're grateful you took the time to contact us.

Throughout our Kentucky Grilled Chicken ad campaign, we have used real chefs in our commercials, in addition to actors. Both Chef Sandra Lee and Chef G. Garvin have appeared in previous KGC commercials. The Japanese men who are featured in our current Kentucky Grilled Chicken commercials are professional sushi chefs; they are not actors. The clothing that they wore in the commercial is the same clothing they wear while preparing sushi for their customers; they were not provided costumes for the commercial.

We love the energy these two chefs brought to our commercial, and we enjoyed working with them.

We thank you for voicing your opinion. Please be assured we value your patronage and look forward to serving you again soon.
http://www.littleyellowdifferent.com ErnieAtLYD

Hey JamesVG3, I think you pasted KFC's response letter twice. Can you edit your comment to include what you wrote to them as well?
JamesVG3

I contacted Kentucky Fried Chicken in regards to this promo & this is their response

MY LETTER:

I have eaten Kentucky Fried Chicken for as long as I can remember growing up in Greenville, SC. I took y'all up on your offer to get the free grilled chicken last month & it's amazing. I now live in L.A. & people give me a hard time because I sing your praises. I have to say though that I find 1 of your new promos offensive & it seems to be on all the time. The commercial that shows 2 Asian men dressed in robes with headbands. Every race in that promo is dressed in everyday attire, but the Asian men are dressed in ethnic garments & pretty much acting like fools. It's offensive & borderline racist. I am half-Asian (yup, with a Southern Accent) & having dealt with the prejudices of growing up in South Carolina, this commercial takes me back to elementary school when I was mocked & made fun of for my ethnic heritage & frankly, this commercial takes me back there. I hope in 2009 we can progress as a society & hope KFC joins in that direction.
Thank You
James Glover

KENTUCKY FRIED CHICKEN'S RESPONSE:

UNTHINK COMMERCIAL ASIAN CHEFS

Thank you for contacting KFC regarding our UNTHINK advertising campaign. The opinions of our customers are very important to us.
KFC works very hard to ensure that our advertising and promotional strategies reflect our corporate priorities of sensitivity and concern for all of our customers, and we're grateful you took the time to contact us.

Throughout our Kentucky Grilled Chicken ad campaign, we have used real chefs in our commercials, in addition to actors. Both Chef Sandra Lee and Chef G. Garvin have appeared in previous KGC commercials. The Japanese men who are featured in our current Kentucky Grilled Chicken commercials are professional sushi chefs; they are not actors. The clothing that they wore in the commercial is the same clothing they wear while preparing sushi for their customers; they were not provided costumes for the commercial.

We love the energy these two chefs brought to our commercial, and we enjoyed working with them.

We thank you for voicing your opinion. Please be assured we value your patronage and look forward to serving you again soon.
schotboy26

HAHAHA YOU PEOPLE ARE FUCKING IDIOTS. THIS SHIT IS HILARIOUS THE ASIANS ARE THE COMIC RELIEF.. IT ISNT MAKING FUN OF THEM AT ALL I THINK THAT “CHICKENNNN” PART IS FUCKING HILARIOUS
schotboy26

I COULD SEE IF THEY SHOWED AN ASIAN WITH A DOG OR CAT.. NOW THAT IS RACISM HOWEVER THEY ARE SHOWING ALL WALKS OF LIFE WITH THE NEW GRILLED CHICKEN.. AS FAR AS ATTIRE I'M NOT SURE BUT I'M SURE KFC DIDN'T SIT DOWN AND SAY “LETS SINGLE OUT ASIAN PEOPLE IN OUR NEXT COMMERICAL” WITH THAT SAID.. CHICKENNNN! lmfao.. hilarious!
johnklin

@ JamesVG3
In the TV commercial with Sandra Lee (Food Network) and G. Garvin (http://www.chefgarvin.com), they are called out as chefs:
http://www.youtube.com/watch?v=EeZwDADgsw4
http://www.foodieindisguise.com/2009/04/20/sand...

and are what might be considered “celebrity chefs” – and they are both profiled together as chefs.

However, in the commercial with the supposed sushi chefs, they are not called out at all as chefs or featured with other chefs. Maybe they will identified in the future?

@schotboy26 – you're annoying.. maybe we should delete your comment.
McQuinn

i thought it was racist both what the guys were whering,the way at 0:06 when the guy walks up to the other guy and says “unn CHIKEN!!” in a slurry kinda accented kind of way i have a lot of asian friends and when i saw the comercials i was like they dont even do that there normal people
cinzikun

Initially I thought it was sort of strange. BUT, the energy that the 2 japanese men were exhibiting was fun and playful. It was not mocking japanese people, it was actually including japanese in the american lifestyle. It was more of a acceptance and fusion of different cultures accepting each other rather than one looking down on the other. I am japanese-american. I can tell these 2 were from japan, not raised in the US.
cinzikun

PS: who cares how asians or japanese are perceived. only people who care are people who have low self-esteem. you shouldn't have low self esteem about your ethnicity. last time i checked reigning lightweight champion of UFC was Lyoto Machida… a karate black belt. he wears a hachimaki as well. does that make you feel better?
Lolz4reelz

That is ridiculous! I saw that commercial on t.v. and searched google to see if anyone else shared the same sentiment. I am literally sitting here laughing out loud about how blatant this ad is. (I'm not asian either)
http://www.8asians.com/2009/08/04/racist-1960s-jello-commercial-shows-how-the-chinese-were-introduced-to-spoons/ 8Asians.com » Racist 1960s Jello Commercial Shows How the Chinese Were Introduced to Spoons

[...] I should have asked what’s NOT racist about this commercial? Aren’t you glad there are no racist TV commercials on today? (And while we’re at it, does anyone know what 十様蔗露 [...]
vru

I wrote to KFC expressing my concerns about the commercial reinforcing unfair stereoptypes and they said the two Asian men in the commercial were legit Sushi chefs (although they didn't provide names.). Plausible? I'm highly skeptical of it.

date Wed, Aug 5, 2009 at 6:03 PM
subject KFC Information

hide details 6:03 PM (18 minutes ago)

Reply

Follow up message
UNTHINK COMMERCIAL ASIAN CHEFS

Thank you for contacting KFC regarding our UNTHINK advertising campaign. The opinions of our customers are very important to us.
KFC works very hard to ensure that our advertising and promotional strategies reflect our corporate priorities of sensitivity and concern for all of our customers, and we're grateful you took the time to contact us.

Throughout our Kentucky Grilled Chicken ad campaign, we have used real chefs in our commercials, in addition to actors. Both Chef Sandra Lee and Chef G. Garvin have appeared in previous KGC commercials. The Japanese men who are featured in our current Kentucky Grilled Chicken commercials are professional sushi chefs; they are not actors. The clothing that they wore in the commercial is the same clothing they wear while preparing sushi for their customers; they were not provided costumes for the commercial.

We love the energy these two chefs brought to our commercial, and we enjoyed working with them.

We thank you for voicing your opinion. Please be assured we value your patronage and look forward to serving you again soon.
vru

I wrote to KFC expressing my concerns about the commercial reinforcing unfair stereoptypes and they said the two Asian men in the commercial were legit Sushi chefs (although they didn't provide names.). Plausible? I'm highly skeptical of it.

date Wed, Aug 5, 2009 at 6:03 PM
subject KFC Information

hide details 6:03 PM (18 minutes ago)

Reply

Follow up message
UNTHINK COMMERCIAL ASIAN CHEFS

Thank you for contacting KFC regarding our UNTHINK advertising campaign. The opinions of our customers are very important to us.
KFC works very hard to ensure that our advertising and promotional strategies reflect our corporate priorities of sensitivity and concern for all of our customers, and we're grateful you took the time to contact us.

Throughout our Kentucky Grilled Chicken ad campaign, we have used real chefs in our commercials, in addition to actors. Both Chef Sandra Lee and Chef G. Garvin have appeared in previous KGC commercials. The Japanese men who are featured in our current Kentucky Grilled Chicken commercials are professional sushi chefs; they are not actors. The clothing that they wore in the commercial is the same clothing they wear while preparing sushi for their customers; they were not provided costumes for the commercial.

We love the energy these two chefs brought to our commercial, and we enjoyed working with them.

We thank you for voicing your opinion. Please be assured we value your patronage and look forward to serving you again soon.
http://www.8asians.com/2009/08/20/japanese-mcdonalds-ad-campaign-makes-fun-of-white-people/ 8Asians.com » Japanese McDonald’s Ad Campaign Makes Fun of White People

[...] this is an example of the tables being turned: after all the talk about the role of two sushi chefs being portrayed in an American KFC commercial, a McDonalds ad campaign in Japan is drawing criticism after featuring an ad making fun of white [...]
http://www.8asians.com/2009/10/23/when-is-chicken-not-chicken/ 8Asians.com » When is Chicken not Chicken?

[...] Grilled Chicken (KGC) that’s made with beef. While 8Asians has already complained about racial stereotyping in KGC commercials, this brings KFC down to a whole new level. Many unsuspecting Asians for whom eating beef is [...]
http://www.8asians.com/2009/11/19/asian-american-commercial-watch-dad-son-in-comcast-ad/ 8Asians.com » Asian American Commercial Watch: Dad & Son in Comcast Ad

[...] (Target, CVS) recently with Asian Americans being portrayed as normal Americans, rather than for fodder. Now, Comcast has an ad touting its HD quality compared with AT&T’s U-verse with an Asian [...]
alienation

This is a great thread!

I grew up eating Kentucky Fried Chicken. My family would make an effort to get it in East L.A., over by the King Cole Pizza. It was way better than the Kentucky Fried over in MPK and up in SG. I don’t know why, but it was. What’s racist is that you don’t have some Chicanos and J-As eating the old style fried chicken in the varrio.

What’s also racist is that the one in Monterey Park started to suck, and eventually closed down. Some quality control would have kept that shit alive.

Also, what’s really racist is that Colonel Sanders is white. Or more to the point, there have been little black-owned chicken restaurants, and fried chicken is soul food, but, the man who made a fortune on this soul food, often by selling to the black community, was a white man. That is racism and capitalism in action. together. Colonel Sanders is the Elvis Presley of chicken. He’s a hero to most, but he doesn’t mean shit to me anymore (to paraphrase Chuck D).

I’m now a vegetarian and denounce KFC and their poultry holocaust. They grow these chickens in pens, cut off their beaks, and then kill them by shocking them in electrified water baths. The mass murder of fowl must be stopped, whether grilled or batter fried with 11 herbs and spices.
alienation

This is a great thread!

I grew up eating Kentucky Fried Chicken. My family would make an effort to get it in East L.A., over by the King Cole Pizza. It was way better than the Kentucky Fried over in MPK and up in SG. I don’t know why, but it was. What’s racist is that you don’t have some Chicanos and J-As eating the old style fried chicken in the varrio.

What’s also racist is that the one in Monterey Park started to suck, and eventually closed down. Some quality control would have kept that shit alive.

Also, what’s really racist is that Colonel Sanders is white. Or more to the point, there have been little black-owned chicken restaurants, and fried chicken is soul food, but, the man who made a fortune on this soul food, often by selling to the black community, was a white man. That is racism and capitalism in action. together. Colonel Sanders is the Elvis Presley of chicken. He’s a hero to most, but he doesn’t mean shit to me anymore (to paraphrase Chuck D).

I’m now a vegetarian and denounce KFC and their poultry holocaust. They grow these chickens in pens, cut off their beaks, and then kill them by shocking them in electrified water baths. The mass murder of fowl must be stopped, whether grilled or batter fried with 11 herbs and spices.
http://www.8asians.com/2010/02/02/asian-american-commercial-watch-radio-shack/ 8Asians.com » Asian American Commercial Watch: Radio Shack

[...] is more annoying – this one or this Six Flags commercial… Actually, no, I think this KFC commercial annoys me the most. At least when Palm launched the Pre, Palm demonstrated that you could command an army of Asian [...]
http://jumpmanwiz.wordpress.com/2010/04/30/kentucky-racist-chicken/ Kentucky Racist Chicken « Minju's Blog

[...] Another blogger raised the question “Does reinforcing some Asian stereotype have anything to do in promoting fried chicken versus grilled chicken?” The last blogger I’ll mention also asked a question “but why are the Asian guys the only ones dressed all stupid and fighting about chicken while speaking in dumb accents?” The dumb accents refers to the way the Asian men had to sound different, speaking faster, instead of talking like how most people do in America when they grow up in this country. All Asian people in America are not foreigners KFC. [...]

8 Asians

KFC vs. KGC: WTF???

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