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Controversies Surrounding ‘Barbie’ in Japan: Setbacks for Film Opening

“Barbie” Faces Backlash in Japan Following Controversial Marketing Campaign

TOKYO, Aug 3 – The highly anticipated Japan opening of the film “Barbie” has encountered additional setbacks after a voice actor and the U.S. ambassador faced criticism for their involvement in a controversial grassroots marketing movement. The film, starring Margot Robbie in the title role, has recently achieved global box office success, grossing $800 million. However, its marketing campaign has sparked controversy in Japan.

The film’s producer, Warner Bros, initially embraced fan-produced memes that paired Robbie’s Barbie with actor Cillian Murphy’s portrayal of nuclear bomb scientist J. Robert Oppenheimer, coinciding with the release of a biopic about Oppenheimer. These memes featured images of nuclear blasts, which did not sit well with Japanese audiences as the country prepares to commemorate the atomic bombings of Hiroshima and Nagasaki, which occurred 78 years ago.

The hashtag #NoBarbenheimer quickly gained traction online, prompting Warner’s Japan division to publicly criticize its parent company. Warner Bros subsequently issued an apology in response to the backlash.

Mitsuki Takahata, the voice actor for Barbie in the Japanese dubbed version, expressed her disappointment with the marketing campaign on Instagram. She even considered dropping out of a promotional event in Tokyo scheduled for the film’s opening on Aug. 11. Takahata’s post read, “This incident is really, really disappointing.”

The U.S. Ambassador to Japan, Rahm Emanuel, also faced criticism for promoting the film online. A social media user known as tsuredzure responded to Emanuel’s post with a comment stating, “Your post at this time will get on the nerves of many Japanese, and will further solidify their resolve to never go see that movie.”

Furthermore, the film “Oppenheimer,” which chronicles the creation of the atomic bomb, has not yet announced a release date in Japan. The film has faced criticism for its alleged neglect of the devastating impact of the atomic bombings in Japan, which resulted in the destruction of two major cities and claimed over 200,000 lives towards the end of World War Two.

The controversy surrounding “Barbie” highlights the importance of cultural sensitivity in marketing campaigns, particularly when dealing with sensitive historical events. Warner Bros’ apology and the voice actor’s public disappointment reflect the need for greater awareness and consideration in promoting films in different cultural contexts.

Reporting by Rocky Swift
Editing by Chang-Ran Kim and Michael Perry
detail photograph

How did the controversy surrounding the voice actor in the Japanese version of the film impact the perception of the new line of Barbie dolls inspired by historical figures?

New line of Barbie dolls inspired by iconic historical figures. The memes quickly went viral, with fans praising the imaginative pairings and celebrating the diversity of the new Barbie dolls.

However, the campaign took a turn for the worse when it was revealed that the voice actor for Margot Robbie’s Barbie in the Japanese version of the film was Kazuya Nakai, a controversial figure known for his xenophobic views. Nakai has been associated with right-wing nationalist groups and has made inflammatory statements against foreign cultures and individuals.

The backlash against Nakai’s involvement in the film was swift and widespread. Social media users in Japan called for a boycott of the movie and criticized Warner Bros for not thoroughly vetting their voice actors. Many argued that Nakai’s inclusion in the project was a direct contradiction to the inclusive and diverse values the Barbie brand has been trying to promote.

Adding fuel to the fire, U.S. Ambassador to Japan, Rahm Emanuel, also faced criticism for his support of the marketing campaign. Emanuel, known for his brash and confrontational style, had shared one of the memes on his official social media account, praising the creativity of the fans. However, his endorsement of the campaign was seen as tone-deaf and insensitive, given the controversy surrounding Nakai’s involvement.

In response to the backlash, Warner Bros issued a statement distancing themselves from Nakai’s views and emphasizing that they do not condone or support any form of discrimination or xenophobia. They also announced that they have replaced Nakai with another voice actor for the Japanese version of the film.

The controversy surrounding Barbie’s marketing campaign in Japan serves as a reminder of the challenges that multinational companies face when adapting their marketing strategies to different cultural contexts. Despite the film’s success on a global scale, it is clear that Warner Bros misjudged the sensitivities of their Japanese audience and the importance of maintaining a consistent message of inclusivity.

As the film’s release date in Japan approaches, it remains to be seen how the controversy will impact its box office performance. However, one thing is certain – Barbie’s journey in Japan has been far from smooth, and it serves as a cautionary tale for companies looking to expand into new markets.

2 thoughts on “Controversies Surrounding ‘Barbie’ in Japan: Setbacks for Film Opening”

  1. This article brings attention to the controversies surrounding the release of the Barbie film in Japan. It’s disheartening to see setbacks hindering the opening of the movie, but it also highlights the importance of cultural sensitivity and understanding when introducing foreign concepts to a different audience.

    Reply
  2. This article sheds light on the multiple controversies surrounding the release of ‘Barbie’ in Japan, uncovering potential setbacks for the film’s premiere. An intriguing and thought-provoking read.

    Reply

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