The web commercial for the cup udon “Akai Kitsune” has sparked controversy among some social media users, who have described it as “creepy.”
The commercial in question features a young woman enjoying “Akai Kitsune” in her room while watching TV. However, the ad includes close-up shots of her mouth, blushing expressions, whispering voice, and sighs, which some viewers feel focus on her sexuality.
だしって…なんかホッとしないですか？
— 【公式】東洋水産株式会社（マルちゃん） (@toyosuisan_jp) February 6, 2025
CV：市ノ瀬加那 @ichinose_1220#ひとりのよると赤緑 pic.twitter.com/G8IZ3I2dtM
Additionally, the ad gives an impression of peering into the private life of a woman relaxing in her room. Meanwhile, in the counterpart ad for “Midori no Tanuki,” a male protagonist is shown eating during a work break. The difference in gender portrayal has further fueled the controversy.
だしが美味いとホッとする
— 【公式】東洋水産株式会社（マルちゃん） (@toyosuisan_jp) February 7, 2025
CV：畠中祐 @tasuku_kenpro#ひとりのよると赤緑 pic.twitter.com/uLn2WfrxDH
Initially, only a few users voiced their personal discomfort. However, some responded by criticizing feminists for “attacking anime-style images,” escalating the debate. Furthermore, Ryuji, a cooking influencer with a large following, created a video with a similar composition featuring himself, which was perceived as provoking critics, leading to further backlash.
ご指摘の通り、映像にしてみましたhttps://t.co/IJnYbSBzos https://t.co/LYXGvb5MJ3 pic.twitter.com/n51QW2wS2f
— リュウジ@料理のおじさんバズレシピ (@ore825) February 21, 2025
As of now, the manufacturer, Toyo Suisan, has not issued any comments regarding the controversy.
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