> People based in Japan appear to be prominent amongst the critics, which some said "lacked respect".
> Some said this was based in "tsukumogami” - a term from Japanese folklore describing a tool which can contain a spirit or even soul of its own.
> "The act of destroying tools is arrogant and offensive to us Japanese," one person explained, while another said musicians value their instruments "more than life itself".
So, let's reverse this. A Japanese company's online advertisement offends some American sensibilities (not a stretch to imagine). So a few hundred Americans comment on the video and on Twitter.
Would that deserve a news article and a statement from the company?
Imagine a Japanese ad where they melt down guns, set fire to an F150 and turn some bald eagles into a burger. I believe a lot of Americans would call for the death of the company, not just a statement
They might, depending on the slight. It's a culture that emphasizes politeness and propriety after all. You might’ve chosen one of the least effective counter-examples for this one.
Apple is advertising to a global audience here, and are big in Japan.
I think the closest thing I can think of is Sony, perhaps, doing an offensive ad(to Americans) with the PS5/6. I do think it'd be written about and they'd apologize, though it's a little different because Sony has a specific US subsidiary which acts like its own company.
https://www.bbc.com/news/articles/cld0rxlqgggo
> People based in Japan appear to be prominent amongst the critics, which some said "lacked respect".
> Some said this was based in "tsukumogami” - a term from Japanese folklore describing a tool which can contain a spirit or even soul of its own.
> "The act of destroying tools is arrogant and offensive to us Japanese," one person explained, while another said musicians value their instruments "more than life itself".
https://twitter.com/AngelicaOung/status/1788241764383678900
> Everybody hated That Apple Ad but the Japanese REALLY hated it. I’ve never seen so many upset Japanese ppl commenting on a single thread