"Japanese People Portrayed Negatively" Nike Ad Addressing Discrimination Against 'Zainichi Koreans' Sparks Outrage Among Japanese Netizens

An advertisement video featuring Zainichi Koreans by Nike. Photo by Nike YouTube

[Asia Economy Reporter Kim Seul-gi] Sports brand Nike is facing criticism for releasing an advertisement in Japan addressing discrimination against Zainichi (ethnic Korean) students. Some Japanese netizens have claimed they will launch a boycott, arguing that the ad criticizes Japanese people.

According to Nike's YouTube channel on the 28th of last month, a two-minute advertisement featuring three teenage girl soccer players suffering from discrimination and bullying at Japanese schools was posted.

One of them is a student attending the Zainichi Korean Middle School in Amagasaki City, Hyogo Prefecture, Japan.

This student originally attends a Zainichi Korean school, but in the Nike advertisement, she is depicted as attending a Japanese school and facing discrimination.

There is also a scene where she, wearing a white jeogori and a black skirt, passes by while men look at her.

On the back of the sportswear she is wearing, the Japanese surname "YAMAMOTO" is originally written, but near the end of the advertisement, the name "KIM" is boldly written over it.

As of 8 a.m. on the 2nd, the video has recorded about 9.5 million views, but it has been criticized by some Japanese netizens for "portraying Japanese people negatively."

On YouTube, where the video was posted, the advertisement has about 44,000 likes and 28,000 dislikes.

Meanwhile, the Zainichi Korean student appearing in the advertisement is reportedly an actual middle school soccer player whose dream is to become a national representative for North Korea.