Amazon.com’s Whole Foods Market ignited the internet ablaze on social media after its newest store in its 365 grocery chain partnered with an Asian restaurant with the allegedly racially charged name of Yellow Fever. The independently owned and operated chain, whose name is taken from the slang term for white people’s attraction to Asian’s, has opened in the 365 store in Long Beach, California, this past Wednesday.
Whole Foods, which has eight stores in its 365 chain that was launched with a no-frills concept to win over millennials, declined comment, instead the chain owner herself spoke up.
“Yellow Fever celebrates all things Asian: the food, the culture and the people and our menu reflects that featuring cuisine from Korea, Japan, China, Vietnam, Thailand and Hawaii,” said Kelly Kim, executive chef and co-founder of Yellow Fever, which also operates two Los Angeles-area restaurants. “We have been a proud Asian, female-owned business since our founding over four and a half years ago in Torrance, California.” Kim, who is Korean-American, in previous interviews said she was aware that the name choice would be attention-getting and controversial.
“One night, we just said ‘Yellow Fever!’ and it worked. It’s tongue-in-cheek, kind of shocking, and it’s not exclusive — you can fit all Asian cultures under one roof with a name like this. We just decided to go for it,” Kim said.
Not only do I not have a problem with it, every Asian male and female friend I personally have and have spoken to, have zero issue with it also. Go figure.
Photo courtesy: Buzzfeed News