Free char siew offer at Crystal Jade outlets splits patrons -- some say it 'demeans' kids, others find it funny

Source: TODAY

SINGAPORE -- Restaurant chain Crystal Jade has expressed regret that a promotion offering a free plate of food "missed the mark" and left some customers unhappy but it stopped short of pulling the plug on the offer.

The promotion for a plate of roasted honey BBQ pork (char siew) was introduced in Crystal Jade Hong Kong Kitchen and Crystal Jade La Mian Xiao Long Bao outlets in May.

The promotion offers patrons the dish, worth S$15.80, if either parent says the phrase "生嚿叉烧好过生你" in Cantonese to their children in front of restaurant staff.

The phrase, a traditional Cantonese expression of exasperation, roughly translates to: "It is better I give birth to some char siew than to give birth to you."

Patrons would also have to follow Crystal Jade's social media platforms and like an Instagram post to qualify for the promotion.

In response to queries from TODAY on Tuesday (June 4), a Crystal Jade spokesperson said the aim was to add levity to Mother's Day, which was on May 12, and Father's Day on June 16.

"Our intention was to bring a touch of lightheartedness 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 added that the campaign's intention was to connect with its Cantonese-speaking audience in "a relatable and humorous manner."

"However, we understand that humour can be subjective, and regret that this particular reference missed the mark and has caused unhappiness among some customers."

The restaurant had posted the promotion on its social media channels to mixed responses.

A Facebook post on May 2 illustrating the use of the phases caused some users to state that the campaign was "distasteful".

A Facebook user going by "Kenny Wong" wrote: "Such distasteful marketing to ask parents to recite such demeaning words to their kids #crystaljadesg."

Another user "Paul Tay" said the campaign is "poor marketing".

These sentiments were similar to the response to Crystal Jade's Instagram post on April 29, where users felt the post had sent the wrong message to children.

An Instagram user going by "dk99" wrote: "Crystal Jade wants parents to scold their child in return for a plate of Char Siew?"

Another Instagram user "lazy1000" wrote: "Why would I ever say a char siew is better than my kid, and to my kid? I wonder which genius came up with such demeaning and lousy promo."

However, some online users on Crystal Jade's Instagram on April 29 saw the humour in the campaign.

An Instagram user named "jon.k.12345" wrote: "It's super funny, Cantonese families say this all the time and it doesn't mean they love their kids any less!"

Another Instagram going by "wanderingmao" agreed and wrote: "Relax! If you want to complain...the problem might be your parents actually not loving you, not those SAYING whatever this means."

A Crystal Jade spokesperson said the promotion will continue to run and be available on June 8, 9,15, and 16.