BBC Lifestyle Asia apologises for CNY logo faux pas

This Chinese New Year marked the ushering in of the Year of the Tiger – a symbol of bravery and strength. While many brands went all out putting their own spin to welcome the tiger through campaigns, red packets and content marketing, one brand which was a little left behind was BBC Lifestyle Asia – which seemed to be still holding on to the Year of the Ox.

Readers of MARKETING-INTERACTIVE (and both Singtel and StarHub cable subscribers) reached out during the public holiday regarding the channel's Chinese New Year inspired logo – which unfortunately carried the ox rather than a tiger on its programming.

A quick check by MARKETING-INTERACTIVE found that the logo was carried on the entire first day of the holiday, and approximately half of the second. In a statement to MARKETING-INTERACTIVE, a spokesperson said: “We inadvertently used last year’s bug on the channel, but will immediately remove it. We apologise for the oversight and thank our viewers for spotting it.”

Unfortunately, this seems to be the brand’s second unfortunate strike this Chinese New Year. Around mid-January, BBC's website carried the recipe of "Lo mein with scallops and Tenderstem broccoli" detailed by chef and founder of School of Wok Jeremy Pang. The finished dish, however, was accompanied by a red packet and an envelope given out at funerals, which even contained the name "吉儀" on the surface of the envelope. Traditionally, in Chinese custom, attendees of a funeral will receive the envelope after the ceremony.

BBC Food was quick to apologise for the error and took down the image, saying that it would investigate the situation further and put more rigorous checks in for styling.  With regards to its most recent faux pas however, BBC Lifestyle did not comment if similar checks would be put in place to avoid such incidents.

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BBC and The Guardian Chinese dish recipes showcased with a side of joss paper and funeral envelopes