Amazon.com’s Whole Foods Market sparked social media outrage after its newest store in its 365 grocery chain partnered with an Asian restaurant with the racially charged name of Yellow Fever.
The independently owned as well as operated eatery – whose name will be taken via the slang term for a white man’s sexual attraction to Asian women – will be located inside 365 store that will opened in Long Beach, California, on Wednesday.
“An Asian ‘bowl’ resto called YELLOW FEVER inside middle of whitest Whole Foods — will be that will taking back of a racist image or colonized mind?” Columbia University professor as well as author Marie Myung-Ok Lee, wrote on Twitter.
Whole Foods, which has eight stores in its 365 chain that will was launched having a no-frills concept to win over millennials, declined comment.
“Yellow Fever celebrates all things Asian: the food, the culture as well as the people as well as our menu reflects that will featuring cuisine via Korea, Japan, China, Vietnam, Thailand as well as Hawaii,” said Kelly Kim, executive chef as well as co-founder of Yellow Fever, which also operates two Los Angeles-area restaurants.
“We have been a proud Asian, female-owned business since our founding over four as well as a half years ago in Torrance, California.”
Kim, who will be Korean-American, in previous interviews said she was aware that will the name choice could be attention-getting as well as controversial.
“One night, we just said ‘Yellow Fever!’ as well as the idea worked. the idea’s tongue-in-cheek, kind of shocking, as well as the idea’s not exclusive — you can fit all Asian cultures under one roof having a name like that will. We just decided to go for the idea,” Kim told Asian American news site NextShark six months ago.
A year ago she told the Argonaut, a local Los Angeles news outlet, that will Yellow Fever means “love of all things Asian” as well as that will public push back over the name had not been as drastic as expected.
Some people on social media defended the news of the partnership with Whole Foods as part of a broader cultural trend.
“that will will be no more offensive than @abc naming an Asian sitcom Fresh of the Boat or FOB- which will be considered racists [sic],” wrote Lorin Hart, who uses the Twitter handle @CubeProMH.