20.10.2019
By Gim Suyeon
Uniqlo has ceased publishing an advert which deals with the so-called “comfort women” issue [when young women from Korea and other Asian countries were forced into acting as prostitutes for the Japanese military]. The company issued a statement today (the 20th) saying: “the advert has no political or religious intentions, but we have decided to discontinue it immediately as it has given many people heavy feelings of inconvenience and concern.”
A Uniqlo official said, “From the 18th, the day when the controversy arose, we decided to immediately stop advertising on most platforms, including digital, and some broadcasters will be suspended from tomorrow (21st), due to these circumstances.”
Uniqlo had previously disputed that the ad had “condemned the ‘comfort women,’” and said [that statement] was “not true at all.” The video showed a teenager asking a woman in her 90s what she wore when she was a teenager, and the older woman saying, “I don’t remember that long ago.” However, the Korean subtitles of the English-language advert, shown alongside the actual English conversation translated the grandmother’s answer as “Remember 80 years ago?” This led some [Korean] viewers to express concerns that Uniqlo had been ridiculing the issue of “comfort women” in Korea – ie, that a 90-year-old grandmother would not be able to remember the Japanese colonial rule in Korea, which ended some 80 years ago.
Analysis: Uniqlo is a Japanese clothing company, one of the most popular and visible brands in Korea, occupying a fast-fashion niche somewhat equivalent to a mix between Gap and Primark. It’s impossible to say whether there was any intention in the advert to slyly dig at the ongoing issue of forced sexual labour during the Japanese colonial era; one would hope that Uniqlo simply failed to consider how the advert could be interpreted. The Korean public’s reaction might seem over-sensitive, but has to be seen in the context of a continuing refusal by the Japanese government and media to fully confront the horrifying abuse suffered by the “comfort women” from Korea and other countries. It’s also the latest example in the seemingly never-ending stream of incidents where companies operating in Korea, Japan, China, Taiwan or elsewhere fail to appreciate the extremely complex historical context of the region.