The posters have been since been changed—however the backlash hasn’t stopped.
On April 12, Warner Bros Korea tweeted a string of posters for Greta Gerwig‘s live-action Barbie film—localized in Korean…
…besides Okay-Film goers had been fast to note the Korean variations had been lacking the unique variations’ iconic slogans of “Barbie is all the things” and “He’s simply Ken” from them.
The localized variations had been simplified to point out “Barbie” and “Ken,” with just a few others additionally simplified to “Narrator,” “Mermaid Barbie,” and so on.
As a result of the slogans have been thought of an vital a part of the female-empowering message of the film itself, their mistranslations—or “oversimplifications,” as some voiced—sparked an intense backlash towards the manufacturing firm.
- “There’s no approach they ‘didn’t know.’ From the start of its manufacturing, the Barbie film had a transparent message to convey. And since they’re working within the movie business, they might have well-known director Greta Gerwig’s intention. In the event that they actually didn’t know, it’s their incompetence.”
- “Why even carry it to Korea in the event that they’re going to do it soiled like this?”
- “These loser males…”
- “I’m wondering what they discovered so offensive that they needed to change it. Haha.”
- “I’m not even shocked as a result of this occurs on a regular basis. It doesn’t matter if there’s a message to be conveyed. If the boys don’t prefer it, they’ll eliminate it. LMAO. Bear in mind when the boys modified Michelle Yeoh’s speech…?”
- “Oh, wow… Korea sucks. LOL. That is so embarrassing.”
- “F*cking silly.”
- “The unique slogans had been phrased fastidiously. And I really feel like they carry a lot significance. And for the Korean model to fully erase them…?!”
- “Evaluating them to [other countries’ versions] makes me much more depressed.”
- “Ken is a aspect character in Barbie’s world. Even Ryan Gosling himself stated Ken’s an adjunct. Barbie is the middle of Barbie’s world. The principle message is that Barbie is all the things and could be something. Ken is… ‘simply Ken.’ So the intention is obvious for them to have eliminated this whole thought from the posters.”
- “I don’t get why they’re going such nice lengths to be like this.”
- “Warner Bros Korea is making a idiot of themselves.”
English-speaking film followers additionally picked up on the web criticism commented on Korea’s “fragile masculinity,” stating that the localization is straight out “disrespectful.”
they eliminated the “she’s all the things, he is simply ken” lmao korean males and their fragile masculinity https://t.co/pb8iSNFxny
— Paula🪐 (@syjungies) April 12, 2023
SK hates ladies a lot they modified the “barbie is all the things, he’s simply ken” emblem to only barbie and ken.
not way back they censored michelle yeoh’s oscar speech empowering ladies as a result of they thought her message ought to apply to everybody not simply ladies.
oh this fragile nation. https://t.co/FsA6dS1Ieh
— springkies (@jekkibby2) April 13, 2023
Whereas Warner Bros Korea tried to clarify that the posters had “no intentions to undermine the film’s message” of feminine empowerment, the corporate was additionally fast to delete the tweet…
When the headquarter revealed the character posters, social media platforms picked up on them and ‘self memes’ had been going viral. So earlier than launching the advertising marketing campaign in Korea, we needed to tease the character visuals first. We selected the posters of solid who’re extra acknowledged in Korea and shared them virtually like as sneak peeks.
It was our plan to launch the precise posters that present the unique slogans as soon as we formally launch the advertising marketing campaign in Korea. We had no unwell intentions or particular causes [for the different translations]. The posters had been by no means meant to [undermine the movie’s message]. We’re conscious of the web opinion, although.
— Warner Bros Korea
…changing it with posters that higher captured the unique slogans.
— Warner Bros. Korea (@WarnerBrosKorea) April 13, 2023
The brand new, “appropriate” posters weren’t sufficient to cease Koreans from accusing Warner Bros Korea of undermining Barbie.
- “It has not been a complete day because you shared the so-called chosen ‘sneak peeks.’ You recognize your excuse was silly when it’s important to delete and repost like this.”
- “I’ve emotions about the way you deleted the primary publish and reposted these with out actually explaining yourselves. However I’ll watch the film as a result of I’ve been ready for it. Don’t underestimate the Korean market. We’ve seen different films. We converse English. We all know what memes are. We use the web.”
- “Please cease enhancing to your preferences and convey us appropriate translations any further.”
- “The place’s the apology, although? You’ve disrespected the creator’s unique intentions.”
- “I don’t know. You may’t even localize the posters accurately. How can we belief you to localize the film itself?”
- “I see that you just’ve deleted the primary publish. And now, you’re sharing these with out an official apology. You even separated the Barbie ones from Ken ones. I do know what you’re attempting to do; You’re nonetheless attempting to convolute the message. I’m anxious that the subtitles are going to be of the identical subpar high quality. Take into consideration the goal market.”
- “Even losers who can’t translate English can get employed [at Warner Bros Korea]!”
- “That is how the posters ought to have been within the first place. The primary variations that had been shared… These had been petty AF.”
Some even shared higher concern for the subtitling and/or dubbing of the film, although Warner Bros Korea reassured the followers that there gained’t be an issue.
We put a variety of effort into localizing films. We perceive the priority, however there gained’t be an issue in any respect.
— Warner Bros Korea