Recently, a subway advertisement by He Kou Wei, a well-known Hunan-based spicy food brand, sparked widespread controversy in Shenzhen. The slogan—’Shenzhen residents need Hunan people to teach them how to eat spicy food’—was accused of regional discrimination and arrogance, quickly igniting heated discussions on social media. Many local Shenzhen residents felt the ad belittled their local culinary culture and implied that Shenzheners ‘don’t know how to handle spice,’ conveying a sense of cultural superiority and stereotype. Facing public backlash, He Kou Wei issued an apology the following day, stating the ad copy had not undergone sufficient internal review, clarifying that the original intent was merely to highlight product authenticity—not to offend—and confirmed the ad had been removed with internal accountability underway. This incident highlights a lack of cultural sensitivity in cross-regional marketing. Experts note that as brands expand nationwide, they must adopt more localized communication strategies and avoid positioning themselves as cultural ‘instructors,’ which can alienate consumers. While He Kou Wei proudly promotes Hunan flavors, disregarding respect for diverse regional food cultures may ultimately damage its brand image and consumer trust.
近日，湖南知名辣味食品品牌‘合口味’在深圳地铁投放的一则广告引发广泛争议。广告语‘深圳人吃辣，还得靠湖南人教’被指地域歧视、傲慢无礼，迅速在社交媒体上引发热议。许多深圳本地网友认为该广告贬低了本地饮食文化，暗示深圳人‘不会吃辣’，带有明显的优越感和刻板印象。面对舆论压力，合口味公司于事发次日发布致歉声明，称广告文案未经充分审核，本意是突出产品特色，并无冒犯之意，现已撤下相关广告并内部追责。此次事件反映出企业在跨区域营销中对地方文化敏感度的不足。专家指出，品牌在拓展全国市场时，应更注重本地化沟通策略，避免以‘输出者’姿态引发受众反感。合口味虽主打湖南风味，但若忽视多元饮食文化的平等尊重，反而会削弱品牌形象与消费者好感。
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