US tech giant Apple issued an apology on Friday after its recent advertisement sparked widespread criticism for negatively portraying Thailand.
Apple has also pulled the advertisement and stated that it intended no offense, having worked with a local production company on the commercial.
“Our intent was to celebrate the country’s optimism and culture, and we apologize for not fully capturing the vibrancy of Thailand today,” the company said in a statement on Friday.
The 10-minute video, part of “The Underdogs: OOO (Out of Office)” series, depicted outdated images of the country, including an old airport, congested transportation, and a shabby hotel.
The advertisement went viral and drew intense backlash on social media, accusing Apple of damaging Thailand’s image.
Apple mentioned that it had collaborated closely with Thai companies to produce this fifth advertisement in The Underdogs series, emphasizing that the goal was to positively highlight Thai culture and perspective.
“We would like to apologize that the advertisement has failed to present the Thai way of life in a complete and appropriate manner,” a statement from Apple said, adding that the advert had been pulled off the air.
Meanwhile, a House committee on tourism announced on Thursday that it will summon executives from relevant agencies such as the Tourism and Sports Ministry, Tourism Authority of Thailand, Creative Economy Agency, and Apple Thailand to discuss this issue next week.
“The government has a policy to promote soft power, but the advertisement severely affects Thailand’s image,” committee spokesperson Sarttra Sripan said.
He said that a recent film about illegal businesses in Southeast Asia has discouraged Chinese people from traveling to Thailand.
