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UPDATES ON TWITTER: arudoudebito
Hi Blog. Here’s a campaign by one of the world’s largest multinational corporations, McDonald’s, promoting stereotypes in a way quite untoward in this day and age (and no doubt would raise hackles with anti-defamation leagues if McD’s tried it in, say, its country of origin).
The new NIPPON ALL STARS campaign (which seems to have kicked off a few days ago, on August 10, with its Tamago Double Mac), features a bespectacled, somewhat nerdy, gaijin speaking in broken katakana (i.e. accented) Japanese. “Mr James” is his name (following the convention of forcing all Western foreigners to be called by their first names, as opposed to last name plus -san, proper etiquette). And boy is he happy with Japan, with life, with the taste of Japanese-variety burgers at McDonalds. Hell, they’re so good that even this nerdy-looking gaijin (full-body cardboard cutouts available at every McD’s) approves of them through his poor accented broken Japanese.
You even get a “James Tamaran Desu (“it’s so good I can’t stand it!”) Card” and a chance to win from a million dollar pool if you succumb to his sales pitch. It’s more than a little creepy.
Here are some scans, taken of materials photographed and collected at McDonald’s Yodobashi Camera Sapporo August 13, 2009 (click on image to expand in browser):
From the food tray inserts:
From stickers on every table:
At every restaurant, a full-size cutout of “Mr James”:
Close up of the cutout:
Outdoors in Sapporo, so you don’t even have to go into the restaurant itself to see the image perpetuated (photo taken August 15, 2009)
As Submitter AP put it:
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Subject: mcdonalds ads feature gaijin “MR. JAMES”
Hey, Debito, I often read your blog and bought your handguide as well. I really think living in Japan can be trying as a foreigner, and your efforts toward bringing overlooked issues to light and making things easier for all of us don’t go unnoticed!
I wanted to send you a picture I took…
I got hungry while wandering in BicCamera’s Osaka store, fell victim to a craving, and ended up eating at the McDonald’s there. On my tray I found this gem:
http://www.facebook.com/l/;www.flickr.com/photos/forkies/3813267914/
They were able to find some sucker to gaijin himself up (who ends up to, of course, be American), and the captions show so well how Japanese people often see foreigners.
First, his Japanese is all katakana, as if he’s not speaking properly. His sentences are all short and simply-constructed. and last, he is practically in love with Japan. Convenient they found such a fellow!
Not sure if you’ve seen this anywhere, as I first noticed it yesterday because I’ve been abroad on holiday until last Friday. On the subway ride home, I saw another small window sticker with the same MR. JAMES caricature. I’m just shocked how the ad group at a giant corporation such as McDonald’s thinks this is okay! What do you make this campaign?
Thanks for your time, and thanks again for the time you put into these kinds of issues, AP
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I think a strongly-worded letter from registered NPO FRANCA to McDonald’s USA HQ regarding the issues of stereotyping here would be warranted. Hell, you think McD USA would start putting up a full-body “ching-chong-chinaman” with funny glasses and protruding teeth, saying “Me likee McFlied Lice”. You think that would fly over there? If not, it shouldn’t be allowed over here. And I think you should make your displeasure known if you are so inclined at every McDonald’s you patronize (or not).
Arudou Debito in Sapporo, wishing this was happening in September so he could enjoy the summer.
105 comments on “McDonalds Japan’s new creepy “Mr James” burger campaign, featuring katakana-speaking gaijin”
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i find this to be very distasteful and offensive, so in the future i will take all my business to the wendys hamburger joint instead. but this doesnt surprise me at all because this is how it is on a daily basis over here in osaka..
Yes, it is highly offensive and ultimately streotypical and insulting, but the main question is what the hell made whoever this Mr James character is actually play the part in the first place? Maybe he thought he was being “ironic” or maybe the money made his pride issues melt away like an Mac ice cream on a very sticky day…
If I was him I’d have been rather cautious of this so-called promotional campaign. Ie: Promoting what exactly, Macdonalds or already well trodden stereotypes? Me thinks me knows which one will shine out the most to most Japanese people…
— Oh, there are plenty of people out there who will play the Monkey in the Zoo if they’re getting paid, especially if they’re paid will enough. Stepin Fetchit was the highest-paid African-American Hollywood star 80 years ago and he played Black stereotypes to the hilt. And maybe “Mr James” didn’t even know fully how he would be portrayed textually or contextually. The responsibility, of course, lies with McDonald’s.
Disgusting. Although their food is unhealthy crap, in general, I still do go there from time to time.
From now on though, I think I’ll spend my money elsewhere.
McDonalds Japan asks for comments on its business practices. Feel like commenting? Go here and write (in Japanese if possible):
http://www.mcdonalds.co.jp/cservice/information/q_a/form/attention.html
This is one of those things where the level of outrage among the public depends completely on the race involved.
For example, in the UK I think if you did this with an African then you would behanged by the gonads within a week. But if you did it with a scandanavian or a hispanic it would probably be accepted. McDs probably thought they could get away with it using a caucasian.
Perhaps the next campaign theme will be `Africa` and we will have a semi naked 2m black guy in the doorway speaking mumbo-jumbo – somehow I doubt it because they know it would be `a step too far` while caucasians are safe target.
Have not seen the campaign, would appreciate if people who have could please summarize it, in particular what you find offensive?
— Er, we have primary sources and summary commentary on this very blog. Please read above.
There are also TV commercials, at least in the Tokyo area. The one I saw featured Mr James in a yukata on one of those old-style boats in Tokyo Bay watching a fireworks display. I don’t recall the exact dialogue, but his spoken Japanese is katakoto and his general demeanor is the typical American buffoon stereotype.
jeez, how stupid does it get? Just one more reason never to go into a macdonalds.
I passed by McDonald’s yesterday and found out about this campaign. I thought maybe it was just a local thing until I saw the TV commercial and ran across Mr. James’ blog on the internet. http://mcdonalds.dtmp.jp/blog/ More broken Japanese written in katakana and “Nihon daisuki desu!” “Nihon saikou desu!” type of phrases thrown around…very offensive. I think that perhaps a letter writing campaign might be in order?
How about the hiragana/katakanaized mix on his “blog”:
http://mcdonalds.dtmp.jp/blog/
Like so: “Ｏｈｈ、タマランデス！！！
ニッポンへこられ、ヨカッタ”
Perhaps even worse than just katakana.
Perhaps even more stereotyping than the love for geishas…
http://mcdonalds.dtmp.jp/blog/img/090811_1800_01.jpg
Here’s a link to the TV Commercial: http://www.mcdonalds.co.jp/company/cm/index.html
After watching that, I take back what I said above. This twit is fully aware of what he’s doing. Jackass.
I think the worst part is really the “Katakanago”. Sent a complaining message to Mc Donalds Japan.
I’ve always wondered at how a British upper class twit stereotype or accented French snob seem unaffected by politically-correctness, but a drunk sombrero Mexican or yeah the ching-chong Chinaman and such types attract criticism. In a way that, the ethno-economic distinction says something disturbing … But I digress.
On this offensive McDonalds campaign, probably best thing is to get it up on YouTube with subtitles and commentary, also send out a bunch of letters to McD as mentioned. Then approach US TV and print media, see if someone will play the backlash sympathetically.
This does reflect badly, but not on the average Caucasian resident of Japan, but on those who have promoted this campaign. I’ll laugh it off until this country decides to ‘evolve’.
Thanks McDonalds!
Perhaps a few e-mails to McD’s media people in the U.S. would be worth a try? The contacts are here: http://www.aboutmcdonalds.com/mcd/media_center/Media_Contacts.html.
I haven’t found the right Japan contacts yet, but here is a list of directors etc: http://www.mcd-holdings.co.jp/english/company/index.html.
mameha Says: “caucasians are safe target” i have to agree in many ways.
I guess if you pay someone enough, then they will do it.(tacitly go along with it) Somehow,it reminds me of the softbank white campaign.That really offends me,but thats another campaign.
Now, I off to write to Mcdonald.
I agree that this is an unkind stereotype of “gaijin otaku” and warrants complaints. But for my comment I want to avoid getting into my outrage in favor of trying to give some context.
As many of you are aware, there are TONS of Japanese commercials that feature foreign-looking people speaking Japanese (I am guessing they only became this ubiquitous over the past few years). The most famous example might be Softbank’s White Plan campaign, but more typically they feature white children or other actors speaking. They often say some pretty sophisticated stuff, though it’s obvious they are just reciting the phonetic pronunciation. I am guessing it’s an outgrowth of commercials that featured foreigners speaking simple English.
By all appearances, this commercial looks to be in the same genre, except with a twist – the character is not an idealized White Family or a parody “White Family” (as in the Softbank case) – it’s a stereotypical foreign visitor who totally loves Japan. It plays on all the attention that foreign tourists and residents have received (and the increasing presence of them on Japanese streets). And those print ads give some more detail – these Japanese-flavored burgers are so good that foreign tourists will fly in just to taste them.
When I saw those commercials (he is watching fireworks from a boat and the fireworks magically turn into burgers, if I remember correctly) I didn’t find them any more offensive than the ones featuring a little white girl in a meadow speaking Japanese she obviously doesn’t understand. It took Debito to point it out to me that this is actually a direct caricature of people like myself. It would be unfortunate indeed if characters like this became acceptable joke fodder.
“After watching that, I take back what I said above. This twit is fully aware of what he’s doing. Jackass.”
I doubt that he actually has anything to do with the publishing of the blog, though.
Seems to me the McDonald’s Corporate needs to get involved, if explained properly to them how/why this is offensive racial stereotyping they will consider it a violation of their Franchise and Brand Use policy. Damages them world wide.
i saw the mr. james cut-out at the mDs at our local mall and didn`t think too much of it – just thought, weird. then i saw the commercial. mDs has such poor taste (pun intended). but, hey, i am sure he got paid big bucks for that.
Nowadays business interests are stronger than any moral value, but wouldn’t it possible to write to somebody at Mcdonalds HQ in the US?
Can they stand this ridiculization of western people in Japan only for the sake of a new hamburger? Is it a new hamburger worth the dignity of an entire group of people?
Mr.James provides yet another reason for all right thinking people to boycot this hideous company.
Although off topic I recommend this excellent documentary..
McLibel is the story of two ordinary people who humiliated McDonald’s in the biggest corporate PR disaster in history..
http://topdocumentaryfilms.com/mclibel/
What this kind of stupid marketing does is appealing to the inner conscious of j society, “look how the silly foreigners recognize the superb taste of our products” geeh, like the mac was originally japanese, but then again, remember that they use to copy and assimilate ideas that after were assumed as indigenous. Anyway, why is it that they need to be psicologically reinforced from time to time on the advantages and superiority of their cultural preferences to the eyes of the foreigners, what they need to proof? Is it that this greasy heavy looking product called Gracoro is good to my health just because some stupid gaijin promotes it? sorry, I don’t think that even stinky natto is good to me just because some silly geisha says so… I expect more from j public opinion, but [overgeneralization deleted]
It’s obvious that “Mr James” of the Nippon All Stars McD campaign is a representation of McDonald’s – a western entity, doing his best to fit into Japan (through creating a Japanese menu/learning Japanese). Creative rationale: The burger is inherently western, and the new Nippon menu that they have shows that they are ‘adapting to Japan’. Mr James is an appropriate metaphor as a human representation of the above.
I fail to see how this can be offensive (I am also aware that I am not a foreigner, yes). There’s been plenty of Asians pandering to Western culture (esp commercials featuring Asians in ‘hip-hop’ settings), what’s so wrong with it the other way around?
On a side note, those burgers look tasty, and I wish that they had the menu here. I’ve just ordered McDonald’s delivery, and nothing’s available with egg now. The Japanese people seem happy to see Mr James (http://mcdonalds.dtmp.jp/blog/img/090810_1800_02.jpg).
And btw, a stereotype has to be popular: How many awkward Japanese speaking foreigners have we seen prominently used in advertising over the years? Lighten up, it’s a fun campaign 🙂
Yours truly, a Ching-Chong Chinaman with glasses and slightly crooked teeth.
I never thought I would be defending McDonalds, but miracles happen.
Debito wrote: ” Hell, you think McD USA would start putting up a full-body “ching-chong-chinaman” with funny glasses and protruding teeth, saying “Me likee McFlied Lice”. You think that would fly over there? If not, it shouldn’t be allowed over here.”
That wouldn’t fly in the USA because the USA needs to loosen up. It would be awesome if USA media felt free to play with stereotypes. The media should feel free to offend *every* ethnic group.
The USA has too many lawyers and too many stupid rules. It should not inflict its insane restrictions on everyone else.
Oh just noticed Mr. James is the ad on the top page of Yahoo Japan
http://www.yahoo.co.jp/
I think the outrage about this will be more significant than the campaign itself. The ads aren’t THAT bad. Sure they are dumb and unfunny but what advert isn’t? Currently I’m about the same level of spoken Japanese anyway so I’ll partly reinforce the image next time I visit. I’ll just look a whole lot better than Mr. James while I do.
NHKWorld already have dumb gaikokujin characters such as this so it’s nothing new. Recently in one 2008 recorded episode the american character learning about Japanese culture was so amazed by mobile phones that could take pictures that he almost wet himself. He thought they were magic. Literally.
Here in the UK we still have ads that stereotype Japanese in a similar way. One example would be the Oasis soft drink ads where vaguely Japanese screaming girlies cower under a Godzilla style rubber duck alongside stupid jpop style music and that oriental looking font. See the ad at http://www.youtube.com/watch?v=nO5A8XTUg0Q and consider the comments underneath. If it’s any consolation I was offended by that ad but mainly on behalf of my wife and not enough to do anything about it.
Having said that the outrage could do some good if it gets media coverage. Certain issues such as being called firstname-san should really be addressed.
I agree – letter to McD’s is in order, will write a online complaint now.
But it is funny, the thing about using sterotypes in humour, and my god it has been done well in the past, think faulty towers, think father Ted, is that you have to pick a strong person to lampoon, and there is no one so strong historically speaking as the white man. In fact it s funnier still to see such a reaction at a little humour and undoubtedly a lot of commercial profit from the exploitation of a brand of being who have exploited so widely and so successfully as much throughout history and across the globe as they do here in japan, anyway just thought i would put that forward but please do rail, somebody has got to
Instead of focusing on the actor who is trying to make a living by playing this role (however problematic we find the characterization) should we not focus on the McDonald’s campaign itself? Getting a national advertising campaign like this is a major coup for a struggling/working/frustrated actor. I don’t think this necessarily makes him a twit or jackass any more than it makes any actor one for taking a role that plays into others’ stereotypical beliefs. Focusing on the Asian guy who takes a role as a laundry owner or the black guy who takes a role as a pimp/drug dealer seems to be missing the point. Should we not focus our outrage on McDonalds Corp. for making such a bonehead play in this day and age and not on the poor guy who has become the face of it?
Thanks for Mc Japan’s comments page, Gary.
Sent them a protest comment trying to make them understand how it makes me/us feel.
Basically wrote it’s VERY unpleasant because it reinforces the stereotype of the foreigner who’s clueless about the country’s culture and speaks no Japanese. A big company like Mcdonald’s should be a bit more careful with its PR. It’s not like there’s no discrimination in the US or Europe for example, but I feel the public opinion wouldn’t allow for a company putting forward such a campaign. Lastly, it’s a pretty sad sight not only for tourists, but even more for people who’ve been around here a long time [taking time and effort to adapt and learn the language].
Curious to know if and how they will respond. Will let you know if I get an answer.
Their policy states their “replies are directed to individuals, so please do not reprint (‘tensai’) responses somewhere else”. OK, I’m sure summarizing or translating the reply without copying it verbatim is not “reprinting”.
BTW, feel free to correct my Japanese. 🙂
はじめまして。
昨日、「Mr. James」が登場する日本オールスターズキャンペンをマック店内で目撃しました。調べてみると、なんとカタカナとローマ字のブログまで用意されています。
非常に不愉快です。
日本語が極めて拙い、ゲイシャフジヤマしか分からない、間抜けという偏見を使って笑いを取ろうとするところは差別でしかありません。
仮に「悪意は一切いございません」と言われた方が立腹します。マックドナルドという大企業としてこんな偏見丸出しなキャンペンを利用しては無責任としか言えません。
「まあまあ、よその国では同じでしょう」と思ったらそれも大違い。たとえば、欧米では残念ながら差別が未だに残っても、企業は決してこんな偏見を肯定するイメージは国民と行政国は許しません。先進国であり、かつ国際化を控えている日本には相応しくありません。
観光客のみならず、留学や仕事で日本は長い人なお更悲しく思います。
今一度考え直して頂いて、イメージキャラクターであるミスタージョンズの撤去をご検討下さいませ。
よろしくお願い致します。
My full name
追伸：当方の住所と携帯番号の入力は控えさせて頂きます。メールでのご返信をお願い致します。
He may be a nerd, he may be a jackass, he may even be a twit,
But he’s enjoying himself and he’s getting paid for it.
Life is short and should be taken with a large dose of salt.
Don’t take it so serious: before you know it you’re grey and old.
I know you’re trying to improve the world and i think that’s fine.
But keep in mind that patience is needed, since this process requires time.
And now if you’ll excuse me i go and have something to eat.
I promiss it won’t be a burger, although it contains meat.
The sad thing is that McDonald’s actually is a fairly progressive employer and many foreigners work there (and it’s not just Asians).
There’s also the movie on the blog: http://mcdonalds.dtmp.jp/blog/movie.html
It didn`t start yesterday. I can often see gaijin-looking mannequins in kimono or yukata in department stores. Does it bring better sales? Maybe. I don`t know. Mac advertisements and commercials are never sophisticated. Mr.James and his image are pretty natural things for Mac` s level.
I totally agree with Frodis comments”Instead of focusing on the actor who is trying to make a living by playing this role” should we not focus on the McDonald’s campaign itself”
Absolutely, we should refrain from name calling and being rude to him or others which serves no purpose.
I dunno what I should think about this. Basically I don’t mind such stereotyped stuff, as long as you know it’s just a parody and a CM. I’ve also seen German beer CMs using the stereotype of Japanese tourist, unable to speak foreign languages and just going to the places recommended by their travel guides as well as German McDonalds TV campaigns using for example Chinese and Mexican people in the same way as Mr. James (unable to use correct grammar and pronunciation).
As long as you know its a parody and as long it doesn’t only goes against foreign minorities but also against domestic people (lets say Osakans in Japan or Bavarians in Germany), I wouldn’t pay that much attention to it.
On the other hand, after reading that blog (which gives me really an headache), and with all that “Japan is the greatest” stuff I think that Makudo is overdoing it this time.
Despite the fact that I feel that in Japan with just 2% foreign population and their popular question “and when do you return home?” a lot of people might not realize this as a parody. Moreover, when talking to them about foreign issues, they’re likely to answer with their ultimate excuse for life, universe and everything: “Yeah, but Japan is an island country.”
I wonder how people in Britain, New Zealand or Indonesia live.
address for McDonalds – any takers for a visit their office Monday morning with the press?
McDonald’s Co. (Japan) Ltd.
Shinjuku I-Land Tower
5-1 Nishi Shinjuku 6 Chome
Chinjuku, Tokyo 163-13
Japan
Phone* : 81-3-3344-1063
Fax* : 81-3-3344-6982
Website* : http://www.mcdonalds.co.jp/
NHK World shows “baka gaikokujin”? I’m a regular viewer and beg to differ.
Apparently no one has noticed the irony.
Play the equivalent ad in the US, Canada, the UK, NZ or Australia and see what happens. Its fun (funny) while we live in Japan because its funny things like this can be shown here. In the countries mentioned above, it would be the subject of complaints to the correct authorities and removed within a couple of days with large and appropriate public apologies and fines.
The media perpetuates stereotypes enough without using them to advertise products.
Fancy walking into McD’s next late night and wonder why they’re giggling?
The fact so many people are offended by this is a telling sign of western culture. Sure the character in this ad is a buffoon and speaks poorly and dresses like he just got off work from teaching English. This is exactly who the Japanese see standing in line at McDonalds everyday at lunchtime. The foreign person who speaks poor Japanese. And the reason he keeps acting so excited about Japan is probably because the few words most of the foreigners here can say are “ニホン ダイスキ デス！”
It’s not really a stereotype. It’s an accurate portrayal of foreigners here. At least in the eyes of Japanese. And that’s the target audience, not gaijin, because McDonalds knows foreigners will keep buying hamburgers in Japan no matter what they advertise.
What’s most interesting to me is the steps that the McDonald’s marketing department took in order to make the foreign character non-threatening. They got a guy who’s a bit overweight, put round glasses on him, and a tie. They also made sure he speaks poor Japanese. Note how all these things serve to emasculate him so that Japanese people will feel comfortable about the character and therefore embrace the product. If Mr. James spoke perfect Japanese or was a young guy with a slim build, how would that change the marketing approach?
I think when you get down to it, the characteristics of Mr. James say a lot about how Japanese people feel about foreigners and the traits they find threatening versus non-threatening.
I’m not offended by this ad,
I think G. Janssen summed it up well by saying, lighten up. If you want to have your equality then don’t complain about silly adverts, people wont take you seriously.
OK OK, there are such stereotypes overseas about Asian people, there are not many Asian actors in ad campaigns in EU or US and we, white people, may be too touchy.
But just try and think opposite: an ad campaign by Mc donalds US representing a stereotyped Japanese otaku… I am sure Japan would react.
So it is valid the said : don’t do to the others what you wouldn’t like to be done to you.
Just a simple and clear rule of living.
Sorry just an actual happening in my salariman life here in Japan to show how Japanese are picky about these matters.
while I was working in a foreign company mktg dept here, we were discussing internally about a CM to be broadcasted on main TV channels in Japan for a heater. I remember we had got an already exisiting corporate format which HQ was pushing to be adpoted in Japan too to uniform communication all over the world. The corporate CM was showing some Eskimos heating up in polar regions with our heating appliance. Well Mktg director, Japanese, and other managers, Japanese, strongly opposed it because they thought it was a ridiculization of Japanese people since Eskimos look Asian. A lot of money was spent to make up a brand new CM only for Japan.
So I strongly doubt that people at MC Donald’s Japan marketing dept. are so unconscious about this kind of issue.
Everybody I know, NJ that is, speaks japanese fluently. And why not, it’s not a difficult language at all, at least as far as speaking/listening is concerned. Maybe the japanese just like to feel secure with their image of their language being oh so difficult. I just hope that the guy who played the part of the bumbling idiot was well recompensed for having to act so stupidly.
“It’s not really a stereotype. It’s an accurate portrayal of foreigners here. At least in the eyes of Japanese.”
If you’re really not clear on what a stereotype is, John, read your first paragraph again. That’s it.
Anyone who thinks “this is just an ad so just relax” is pretty unaware of even the basic concepts of how public discourse is conducted through popular culture and how advertisements can be more powerful in their message and scope than the most distinguished of academic theories. I would suggest reading McLuhan or any other book on media discourse you can find and get informed a bit before dismissing this as a minor issue.
Anything that appears in the public sphere affects and shapes public discourse and ultimately, this affects public policy. In a functional and healthy society, those entities that have the power to shape that discourse (like a big corporation, a news agency, or a government) are in tacit agreement with the consumer and public in taking care not to distort or adversely affect existing public discourse through what it puts forth in the public sphere.
The “Mr. James” actor and his parallels to Stepin Fetchit bring to mind the “Long Duk Dong” character in the 80s movie “Sixteen Candles.”
Played by Japanese-American actor Gedde Watanabe, “Long Duk Dong” made life hell for a generation of Asian-American men growing up in the US. “I was making people laugh,” he says. “I didn’t realize how it was going to affect people.”
There’s an interesting NPR feature on him here:
http://www.npr.org/templates/story/story.php?storyId=88591800
Of course Asian-American groups protested Long Duk Dong as a racist stereotype. Just as we foreigners in Japan should protest “Mr. James.”
Couldn’t care less. North Americans put too much stock in “offense”. Some people need to grow thicker skin.
As another guy said, the only thing I take issue with is the Mr.First Name thing.
By the way, what was wrong with the softbank white ads? I thought they were funny precisely because they broke down stereotypes. And that dog was just like my old host-father!
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