A Thai IKEA "transgender ad" has sparked controversy because of its "negative and stereotypical" tone towards the transgender community in Thailand.
The commercial shows a man with his pretty girlfriend shopping at IKEA. When the girlfriend sees pillows are on sale she gets excited and her voice drops into a masculine tone. Her boyfriend, shocked, runs off. She then goes on to carry heavy furniture by herself.
Phuket News reported that the advertisement was broadcast on Bangkok, Thailand's sky train system from Dec. 28 to Jan. 13 as well as on YouTube.
Reuters reported that a Thai transgender group called the advertisement "negative and stereotypical" and a "a gross violation of human rights," in a letter they wrote to the furniture giant.
The ad is named"Luem Aeb" which means "forget to deceive" in English. Phuket News reported that the open letter from Thai Transgender Alliance reads:
"The MTF transgender/transwomen character is openly mocked as being "deceitful".'
The transgender content of the advertisement is negative and stereotypical in nature, perpetuating misunderstanding transgenderism as human sexuality for "deceitful and deviant lifestyle"."
IKEA first opened in Thailand in Nov. 2011. A marketing official from IKEA Thailand said that it had talked with the alliance over their complaint.
"IKEA has spoken to the group over the telephone and the conversation went very smoothly. We are now drafting a letter in response," the official said to Reuters.
Reuters reported that the transgender community is widely accepted in Thailand "and are commonplace in the fashion, beauty and entertainment industries, but are not officially recognized as women."
IKEA's first Thai store was opened on Nov. 3, 2011 in Bangna which is part of the MegaBangna Complex. The warehose is 43,000 sqm and has the same signature brands and services as other IKEA's around the world.
"The IKEA Concept is founded on a low-price offer in home furnishings. It is based on offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them," states IKEA's website.
The company was founded in Sweden by Ingvar Kamprad who started his furniture business in the late 1940s. "Ingvar's innovative idea was to offer home furnishing products of good function and design at prices much lower than competitors by using simple cost-cutting solutions that did not affect the quality of products," says IKEA's website.
Now the company has more than 330 stores in 40 countries worldwide.
This article is copyrighted by Travelers Today, the travel news leader
