A new animated commercial for Maruchan’s instant noodle brand 'Akai Kitsune' has sparked controversy online.
On February 6, 2025, the brand released a 33-second animated web commercial on YouTube and X. The ad features a young female character eating a cup of 'Akai Kitsune' alone at home on a cold winter night, watching a drama as she tears up. The YouTube description reads: “A cold winter night. Alone at home, the drama reaches its climax.”
The animation includes scenes of the woman lifting her hair, close-up shots of her mouth while eating udon, and a noticeable blush on her cheeks.
By February 16, criticism of the ad began surfacing on social media. Some users found the depiction unsettling, with comments such as “This feels uncomfortable” and “I can’t relate to a character blushing and eating noodles seductively.” Others speculated that generative AI had been used in the animation. The commercial quickly surpassed 1.2 million views on YouTube and trended on X for several days, but the controversy also led to online harassment targeting both the brand and the ad’s creators.
In response, the production company denied using generative AI and urged people to refrain from directing personal attacks at those involved in the project.
Viewer Comments:
We shouldn’t let a few extreme opinions dictate everything.
It’s just some feminists making a fuss.
Looks delicious—I’m craving udon now.
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