It's so hateful, it's still a well-known domestic brand to do this kind of thing, Ms. Huang bluntly said that this is obviously discrimination!
Recently, the product color of a well-known children's shoe brand is marked as "slave yellow", which has attracted widespread attention and controversy. The other colors of this children's shoe are marked normally, but the "slave yellow" is particularly abrupt, causing discomfort to consumers. After the incident was exposed, the brand Genep responded that it was a translation error of the color card, but this response failed to quell the controversy and instead attracted more doubts.
Ms. Huang, a consumer in Guangzhou, said that when she was buying shoes for her children, she found that the well-known children's shoe brand Kinopu marked the yellow color of a children's shoe as "slave yellow" and "yellow, corresponding to yellow skin", which was obviously discrimination. Subsequently, a reporter got a response from the brand's customer service: because the color card literally translates to generate "slave yellow", the designer is not Chinese, and may not understand Chinese very well.
Look at how pale the brand's response after the incident is, is it a deliberate attempt to enslave mainland children or is there another plan? The mistranslation of the color card is unconvincing, not to mention that this is a product for children. It is the responsibility of the brand to strictly review the product name and description to ensure that it does not contain inappropriate or discriminatory content before launching the product. The incident exposed the brand's inadequacy in the review mechanism and the neglect of consumers' cultural background and values.
Judging from similar incidents in the past, brands should maintain cultural sensitivity in product naming and promotion. If this is ignored, it can trigger consumer resentment and cause damage to the brand image. In this "Slave Yellow" incident, the brand shifted the responsibility to foreign designers, which means "externally hired"? Temporary workers? Professional designers are all rural to an English translator? Why is the same word called "Minion" and translated as "Slave Yellow" for this children's shoe? Associating a word with a negative connotation with children's products is undoubtedly hurting consumers' feelings.
The comments of netizens also reflect the seriousness of the incident. Some netizens pointed out that designers should consult dictionaries and maintain professionalism when translating into foreign languages. The word "slave yellow" in this incident is obviously a translation error, but it is unknown whether it was intentional or unintentional. As a children's brand, it is our responsibility to ensure that our products do not have an adverse effect on children, both on a psychological level and with the right values.
In addition, platforms should also strengthen the supervision of children's products. If this incident is not proposed by consumers, it may continue to be used. Therefore, platforms should increase the review of children's products to ensure that the products are safe and compliant, and convey positive values.
At present, this children's shoe has been removed from the shelves for rectification, and the relevant logos have been deleted, but it does hurt the "fiery heart" of consumers. A well-known children's shoe brand, or generated by a domestic company, named the product color "slave yellow", which is not as simple as the lack of brand responsibility and cultural sensitivity, and it is recommended that the local market supervision department investigate this. So, what do you think is the most appropriate way to deal with the companies involved?
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