South Korean broadcasting network MBC has withdrawn the promotional teaser for its upcoming drama "To the Moon" just one day after its initial release, responding to widespread criticism over cultural insensitivity and allegations that the content mocked Middle Eastern culture. The controversial teaser sparked international backlash when viewers deemed its portrayal inappropriate and disrespectful.
The problematic teaser, which was released on Wednesday, featured three female cast members from the drama - Lee Sun-bin, Ra Mi-ran, and Jo A-ram - dressed in Middle Eastern-style clothing while performing what appeared to be a comedic dance routine. The imagery quickly drew criticism from international audiences who felt uncomfortable with the representation and argued that the video was culturally insensitive and ridiculed Middle Eastern traditions.
In response to the growing controversy, MBC issued a statement on Thursday attempting to explain the context behind the teaser's concept. The broadcaster clarified that the scene was intended as a parody of a popular ice cream commercial that aired during the 1980s and 1990s, and noted that this particular concept was chosen because the new television series is set within a confectionery company. The teaser specifically referenced a well-known advertisement for Lotte's Screw Bar popsicle, which similarly featured three women wearing Middle Eastern-inspired costumes while dancing in a playful manner.
Despite providing this explanation, MBC acknowledged that the network had failed to fully consider how such imagery might be received by audiences, particularly those in the Middle East region. The broadcaster admitted to not anticipating the potential cultural sensitivity issues that the teaser would raise among international viewers.
"The video has been removed from all channels, and we will be more cautious in the future to avoid causing discomfort," the company stated in its official response. MBC has committed to being more mindful of cultural sensitivities in its future promotional materials and content creation.
"To the Moon" tells the compelling story of three women who are struggling with low wages and decide to turn to cryptocurrency investments as a potential solution to their financial difficulties. The drama series is scheduled to premiere on September 19, despite the controversy surrounding its promotional campaign.
