These 2 Ads Might Say Everything About How Global Racism Really Is

These 2 Ads Might Say Everything About How Global Racism Really Is

Multiracial Asian Families: thinking about race, families, children, and the intersection of mixed ID/Asian

Sharon H. Chang




Alright that’s done. I want (pause) — well I don’t want, but feel like I need to show you two TV ads recently posted to YouTube literally within days of each other. Both are out of east Asia, Japan and China respectively. The first is a Toyota commercial out of Japan. It portrays a shiny techno-future funneled through the nostalgic eyes of a white father and happy memories of his mixed race Japanese family/children:

Not super hard to read the messaging here right? Japan is changing. Got it. Changing for the better. Got it. Symbolized by this mixed race family. Got it. And importantly, symbolized by this mixed race family with a white father. Got it. Now let me pause and give nod to something super important here. It is rare to see mixed families portrayed at all in Japan, a nation with an impressive history of racial-ethnic purity rhetoric, xenophobia, violent discrimination and practice. So yes I completely get that this Toyota commercial is a step forward.

At the same time it isn’t.

Now, check out this second commercial for Qiaobi laundry detergent out of China which has been airing at least since April…

Read the entire article here.

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