Uniqlo Pulls Controversial Ad in Korea: A Tale of Generations and History
Just when you thought you’d seen it all, Uniqlo’s latest marketing blunder has both 98‑year‑old Iris Apfel and a 12‑year‑old Korean teenage customer pretty panicked.
In late October, the Japanese apparel giant found itself staring down a storm of complaints in Seoul. The ad, which aimed to star an elderly fashion icon chatting with a younger designer, turned into a hotbed of historical pick‑pockets.
What went wrong?
The clip opens with Iris Apfel – a wardrobe legend who’s seen almost every fashion trend – asking how she used to dress when she was a teenager. She jokingly replies, “Oh my God. I can’t remember that far back.”
In Korea, the subtitle altered the line to “I can’t remember things that happened more than 80 years ago.” That pesky 80‑year mark brings 1939 right into the frame – the tail end of Japan’s colonial grip on Korea. For many Koreans, that era is not a nostalgic relic; it’s a painful chapter still under debate.
Why the backlash?
- Historical triggers – The phrase “Uniqlo, comfort women” became a trending topic on Naver that weekend, igniting memories of wartime sexual slavery.
- Reactions on the ground – Protesters gathered outside Uniqlo stores on Monday, demanding the brand revisit its stance.
- Broader context – South Korean consumers have already boycotted Japanese goods amid a contentious trade dispute.
Uniqlo’s response
The company quickly pulled the ad, saying it was meant to highlight the age difference between Iris and her younger co‑star and showcase that the fleece collection is “for people across generations.” It added that there was “no intention to imply anything about colonial rule.”
Experts weigh in
Korean University professor Kim Sung‑han criticized the uproar as an over‑reaction, noting that it “assumes everything Uniqlo does is political.” He dismissed any link between Iris’s joke and the comfort‑women issue, calling the ‑reprieve “overly sensitive.”
In short, a marketing line over the line became a flashpoint for centuries‑old history, sparking a debate that’s not going anywhere. Whether Uniqlo can mend the rift remains to be seen, but it’s clear that in this region, a worn‑in wardrobe is just the tip of the iceberg.
