Crystal Jade’s Promotion of Free Char Siew Draws Mixed Reactions

They say that “bad publicity is better than no publicity”.

Crystal Jade, a well-known restaurant chain, recently found itself at the center of a social media storm over a promotion that was intended to be humorous but ended up ruffling quite a few feathers.

The promotion offered diners a free plate of char siew (roasted honey barbecue pork), worth S$15.80, but with a catch: a parent had to recite a specific Cantonese phrase to their child in front of the restaurant staff.

The phrase, “生嚿叉烧好过生你” (pronounced: saang gau caa siu hou gwo saang nei), translates to “It’s better to give birth to a piece of char siew than to give birth to you.”

A promotional video uploaded on the restaurant’s social media page featured a mother nagging at her daughter her for various reasons such as not spending time at home, treating her house like a hotel and not picking up the phone.

(Did they film this at my house without my permission?!)

She then delivers the catchphrase, while adding, “At least char siew is nice to eat.”

After the char siew was served, the daughter serves her mother the dish.

The video ends with a phrase in English: “Be better than char siew.” 

It was also accompanied by the social media caption, “Think having a char siew is better than having a kid? Jokes and naggings aside, Crystal Jade wishes all families a joyous Parents’ Day season!”

The promotion was meant to run on specific dates around Mother’s Day and Father’s Day at Crystal Jade Hong Kong Kitchen and La Mian Xiao Long Bao outlets, excluding the branch at Changi Airport Terminal 1.

The idea was to add some light-heartedness to these family-oriented occasions by referencing a common Cantonese saying that parents use to express frustration over their children.

However, what Crystal Jade saw as a humorous nod to Cantonese culture was perceived by many as offensive and demeaning.

I mean, as someone raised by a Cantonese-speaking mother, I found it hilarious, but to each their own, I guess.

Controversial(?) Promotion Sparks Social Media Backlash

The campaign quickly drew mixed reactions online. On platforms like Facebook and Instagram, some users were outraged.

A post on the Facebook group “Complaint Singapore” by user Michelle Au labelled the phrase as “a curse” and a harsh way of scolding a child.

Comments poured in, with users describing the campaign as “demeaning” and “distasteful” and calling for the marketing staff to be fired. 

“Try that with your child and when your child cries and grow up with self esteem issues. That should explain why and good luck to you,” a Facebook user wrote.

On the other hand, there were those who defended the promotion, arguing that it was a playful and culturally relevant joke.

A commenter on Facebook pointed out that the campaign is target towards parents with adult children, who are very well old enough to know the difference between a joke and a cruel insult, as opposed to innocent, younger kids who do not know any better.

“How’s this any different than parents saying we were found in the trash bin or saying they’ll give us away if we were naughty?” one user writes.

Meanwhile, an Instagram user found it “super funny,” explaining that Cantonese families often use this phrase without any serious intent. Another user suggested that those offended might be overreacting.

Over on reddit, netizens seem to find the promotion humorous, in a rather sadly relatable way.

“Should have told my mom about this promo to maximise rewards whenever she says this to me,” a commenter wrote.

“In this economy, give birth to char siew is ACTUALLY better (cheaper really) than give birth to a kid,” said another.

Crystal Jade’s Response

In response to the controversy, Crystal Jade issued a statement expressing regret over the misunderstanding. The spokesperson explained that the promotion aimed to connect with their Cantonese-speaking audience in a relatable and humorous manner.

“Our intention was to bring a touch of light-heartedness to the Mother’s and Father’s Day weekends with this campaign that references a common Cantonese saying parents use to express exasperation over their children,” the spokesperson said.

They acknowledged that humour is subjective and apologised for causing any unhappiness.

Despite the backlash, Crystal Jade decided to continue with the promotion on the remaining dates: 8, 9, 15, and 16 June.

The spokesperson added that the restaurant chain is deeply saddened by the negative response but stands by the cultural context and the humorous intent behind the campaign.