Whole Foods is facing backlash for featuring a California-based restaurant called Yellow Fever in its new Whole Foods Market 365 Long Beach location, which opened on Wednesday.
Yellow Fever was founded by Korean-American chef Kelly Kim and serves Asian-style rice bowls. Critics took issue after news broke of the restaurants partnership with Whole Foods, highlighting that the restaurants name is a term that has a problematic history. Kim told both CBS Los Angeles and The New York Daily News that no one took offense to the name prior to working with the grocery chain.
I think its been silly, and I think its a bit funny that its all of a sudden a big deal, Kim told the Daily News. Theres nothing offensive about our restaurants.
The term yellow fever refers to a mosquito-borne illness that produces jaundice, or yellowing effect, in its patients. But yellow fever has also been used to describe the fetishization of Asian women by men.
Kim told HuffPost in a statement that Yellow Fever is a celebration of Asian food, culture and people.
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We have been a proud Asian, female-owned business since our founding over four and a half years ago in Torrance, California, Kim told HuffPost in a statement.
Prior to the controversy, Kim said that the tongue-in-cheek name of her restaurant was an attempt to reclaim the racist term in an interview with Asian-American news site Next Shark .
We are still scrappy and not a fully-known entity, so some people pass us thinking we sell bowls oryou know, something else, Kim told Next Shark in 2017. Once, I had a friend who was grabbing our food for lunch and her White friend wasnt sure if he was allowed to eat here. But its re-appropriating a term taking ownership of something and defining it in our own way.
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Whole Foods declined to comment in response to HuffPosts request for comment.
Critics still take issue with the defense, as some are saying the name isnt re-appropriating anything and that they find it offensive. Others are pointing out its a term that they feel doesnt need to be reclaimed at all.
An Asian \"bowl\" resto called YELLOW FEVER in the middle of whitest Whole Foods--is this taking back of a racist image or colonized mind?
\" @WholeFoods faces backlash for Yellow Fever restaurant \"https://t.co/6niCTJn1Cc by @terencereports
An Asian "bowl" resto called YELLOW FEVER in the middle of whitest Whole Foods--is this taking back of a racist image or colonized mind?
Marie Myung-Ok Lee [ ] (@MarieMyungOkLee) April 28, 2018
" @WholeFoods faces backlash for Yellow Fever restaurant "https://t.co/6niCTJn1Cc by @terencereports
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LOL I'm not interested in whether WF is a good or bad or bad company. I'm examining how internalized racism occurs and a woman who hedges both sides of \"no one complained til now\" and \"i did this because i'm just so edgy!\" in order to profit off stereotypes is lying to herself
esther tseng (@estarLA) April 28, 2018","type":"rich","meta":{"author":"esther tseng","author_url":"https://twitter.com/estarLA","cache_age":86400,"description":"LOL I'm not interested in whether WF is a good or bad or bad company. I'm examining how internalized racism occurs and a woman who hedges both sides of \"no one complained til now\" and \"i did this because i'm just so edgy!\" in order to profit off stereotypes is lying to herself esther tseng (@estarLA) April 28, 2018\n\n","provider_name":"Twitter","title":"esther tseng on Twitter","type":"rich","url":"https://twitter.com/estarLA/status/990263480941928448","version":"1.0"},"flags":[],"fullBleed":false,"options":{"theme":"news","device":"mobile","editionInfo":{"id":"us","name":"U.S.","link":"https://action.news","locale":"en_US"},"originalEdition":"us","isMapi":false,"isAmp":false,"isVideoEntry":false,"isEntry":true,"isMt":false,"entryId":"5ae4aadee4b02baed1baacab","entryPermalink":"https://action.news/entry/whole-foods-yellow-fever-twitter-controversy_n_5ae4aadee4b02baed1baacab","entryTagsList":"asian-voices,whole-foods-market,yellow-fever,korean-americans,kelly-kim,@health_erectile,@health_ibs,@health_models","sectionSlug":"us-news","deptSlug":"politics-news","sectionRedirectUrl":null,"subcategories":"business","isWide":false,"headerOverride":null,"noVideoAds":false,"disableFloat":false,"isNative":false,"commercialVideo":{"provider":"custom","site_and_category":"us.us-news","package":null},"isHighline":false,"vidibleConfigValues":{"cid":"60afc111dcf87c2cd2f5d8bf","overrides":{"front_page_top_videos":{"desktop":"60b64354b171b7444beaff4d","mobileweb":"60b64354b171b7444beaff4d"},"top_media":{"desktop":"60b8e6bdc5449357a7ada147","mobile":"60b8e701c5449357a7ada2ee","iphone":"60b8e643cdd90620331bb1f6","ipad":"60b8e643cdd90620331bb1f6","androidphone":"60b8e699c5449357a7ada04c","androidtablet":"60b8e699c5449357a7ada04c"},"anthology":{"desktop":"60b8e616cdd90620331bb0ba","mobile":"60b8e671c5449357a7ad9f66","iphone":"60b8e643cdd90620331bb1f6","ipad":"60b8e643cdd90620331bb1f6","androidphone":"60b8e699c5449357a7ada04c","androidtablet":"60b8e699c5449357a7ada04c"},"content":{"desktop":"60b8e616cdd90620331bb0ba","mobile":"60b8e671c5449357a7ad9f66","iphone":"60b8e643cdd90620331bb1f6","ipad":"60b8e643cdd90620331bb1f6","androidphone":"60b8e699c5449357a7ada04c","androidtablet":"60b8e699c5449357a7ada04c"}},"playerUpdates":{"5668ae6ee4b0b5e26955d6a6":"60d2472d9340d7032ad7e443","56aa41bae4b091744c0440d8":"60e869dc7c5f3b17b6741b81","5841b2b5cc52c716ec6e5a7f":"60b8e355cdd90620331ba185","58b5e2b8d85a10302feee895":"60b64316b171b7444beafdb2","58b74698f78ced31417819ae":"60b8e5bec5449357a7ad9b52","58b74ccecebcea57e2c3a3d1":"60b8e5eac5449357a7ad9ca5","58cff690d85a100b9992bc39":"60b8e616cdd90620331bb0ba","58cffb3fb6d9b972a49a3c9d":"60b8e643cdd90620331bb1f6","58cffdd74d96935d7d6ec180":"60b8e671c5449357a7ad9f66","58d03a84f78ced6518eb2fa7":"60b643c82e76be41f112735c","592edf20e0fa177b0c26f7fd":"60b8e699c5449357a7ada04c","5b35266b158f855373e28256":"60b64354b171b7444beaff4d","5c116f29f79c4171d82b7c2a":"60b64440b171b7444beb040b","5c1170fc600c9a697bf0c6b9":"60b646102e76be41f1127ffc","5c47791afa1b317df8ae0c4f":"60b8e6bdc5449357a7ada147","5c477987a6b48b35f164773d":"60b8e701c5449357a7ada2ee","5c4779ee943c3c2a64f28371":"60b8e747cdd90620331bb861","5c477a26fcd67b26879bc7c2":"60b8e788c5449357a7ada67b","5d8921a78c3ae845f366c9b6":"60ae7be5f3a7c13a30417ff9","58b98b00ba82aa39a6534321":"60d0de7c9340d7032ad1146c","58b9d14cb6d9b96c9ec32af3":"60d0dec19340d7032ad115a0","58cff8eccebcea42931e0436":"60d0e005b627221e9d819d44","592edf5de0fa177b0c26f95b":"60d0e38fb627221e9d81adcf","58cff72fd85a100b9992c112":"60d0e447b627221e9d81b0da","56b4d34fe4b022697697c400":"60d2472d9340d7032ad7e443","60b8e4c0c5449357a7ad957d":"60e869dc7c5f3b17b6741b81"}},"connatixConfigValues":{"defaultPlayer":"ff7fdddc-5441-4253-abc4-f12a33fad58b","clickToPlayPlayer":"d014396e-b366-4c17-aeac-3ce906fa3fd0","videoPagePlayer":"f010447b-d244-4111-a314-7b4542ae4145","verticalPlayer":"e58cb05a-0bc8-4210-9108-fea82726c065","stickyPlayerControl":"52ea1755-d601-4ad1-bccc-d8cce3f0e5da","stickyPlayerON":"8055e9e5-3bda-4933-8d45-9ad814fb6e22"},"topConnatixThumnbailSrc":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAQAAAC1HAwCAAAAC0lEQVR42mNkYAAAAAYAAjCB0C8AAAAASUVORK5CYII=","customAmpComponents":[],"ampAssetsUrl":"https://amp.assets.huffpost.com","videoTraits":null,"positionInUnitCounts":{"buzz_head":{"count":0},"buzz_body":{"count":0},"buzz_bottom":{"count":0}},"positionInSubUnitCounts":{"article_body":{"count":10},"blog_summary":{"count":0},"before_you_go_content":{"count":0}},"connatixCountsHelper":{"count":1},"buzzfeedTracking":{"context_page_id":"5ae4aadee4b02baed1baacab","context_page_type":"buzz","destination":"huffpost","mode":"mobile","page_edition":"en-us"},"tags":[{"name":"asian 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fever","slug":"yellow-fever","links":{"relativeLink":"topic/yellow-fever","permalink":"https://action.news/topic/yellow-fever","mobileWebLink":"https://action.news/topic/yellow-fever"},"relegenceId":984178,"url":"https://action.news/topic/yellow-fever"},{"name":"Korean Americans","slug":"korean-americans","links":{"relativeLink":"topic/korean-americans","permalink":"https://action.news/topic/korean-americans","mobileWebLink":"https://action.news/topic/korean-americans"},"url":"https://action.news/topic/korean-americans"},{"name":"Kelly Kim","slug":"kelly-kim","links":{"relativeLink":"topic/kelly-kim","permalink":"https://action.news/topic/kelly-kim","mobileWebLink":"https://action.news/topic/kelly-kim"},"url":"https://action.news/topic/kelly-kim"}],"isLiveblogLive":null,"isLiveblog":false,"cetUnit":"buzz_body","bodyAds":["\r\n\r\n","\r\n\r\n","\r\n\r\n"],"adCount":0},"isCollectionEmbed":false,"enhancements":{}}">LOL I'm not interested in whether WF is a good or bad or bad company. I'm examining how internalized racism occurs and a woman who hedges both sides of "no one complained til now" and "i did this because i'm just so edgy!" in order to profit off stereotypes is lying to herself
esther tseng (@estarLA) April 28, 2018
So the co-owner, Kelly Kim, is -at least- Asian American herself, and she's said in interviews that she wanted this place to stand out from all the other places called \"Dragon something\" or \"Pearl something\".
Yo, you can have a memorable name and NOT be called \"yellow fever\"??
So the co-owner, Kelly Kim, is -at least- Asian American herself, and she's said in interviews that she wanted this place to stand out from all the other places called "Dragon something" or "Pearl something".
Mallory Yu (@mallory_yu) April 27, 2018
Yo, you can have a memorable name and NOT be called "yellow fever"??
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Honestly, I don't care if this company was started by a Korean-American. I don't want to see this phrase \"reclaimed,\" now or ever. CW: racismhttps://t.co/cB4ml0dRhD
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CW: racismhttps://t.co/cB4ml0dRhD Dakota Kim (@dakotakim1) April 28, 2018\n\n","provider_name":"Twitter","title":"Dakota Kim on 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fever","slug":"yellow-fever","links":{"relativeLink":"topic/yellow-fever","permalink":"https://action.news/topic/yellow-fever","mobileWebLink":"https://action.news/topic/yellow-fever"},"relegenceId":984178,"url":"https://action.news/topic/yellow-fever"},{"name":"Korean Americans","slug":"korean-americans","links":{"relativeLink":"topic/korean-americans","permalink":"https://action.news/topic/korean-americans","mobileWebLink":"https://action.news/topic/korean-americans"},"url":"https://action.news/topic/korean-americans"},{"name":"Kelly Kim","slug":"kelly-kim","links":{"relativeLink":"topic/kelly-kim","permalink":"https://action.news/topic/kelly-kim","mobileWebLink":"https://action.news/topic/kelly-kim"},"url":"https://action.news/topic/kelly-kim"}],"isLiveblogLive":null,"isLiveblog":false,"cetUnit":"buzz_body","bodyAds":["\r\n\r\n","\r\n\r\n","\r\n\r\n"],"adCount":0},"isCollectionEmbed":false,"enhancements":{}}">Honestly, I don't care if this company was started by a Korean-American. I don't want to see this phrase "reclaimed," now or ever. CW: racismhttps://t.co/cB4ml0dRhD
Dakota Kim (@dakotakim1) April 28, 2018
This was started by an Asian American person, but is a prime example of the Im Asian and I think its okay This is a reach for reclaimation of yellow fever at best. https://t.co/9QjBZdoUTB
Melanie Liu (@MelCLiu) April 28, 2018","type":"rich","meta":{"author":"Melanie Liu","author_url":"https://twitter.com/MelCLiu","cache_age":86400,"description":"This was started by an Asian American person, but is a prime example of the Im Asian and I think its okay This is a reach for reclaimation of yellow fever at best. https://t.co/9QjBZdoUTB Melanie Liu (@MelCLiu) April 28, 2018\n\n","provider_name":"Twitter","title":"Melanie Liu on 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fever","slug":"yellow-fever","links":{"relativeLink":"topic/yellow-fever","permalink":"https://action.news/topic/yellow-fever","mobileWebLink":"https://action.news/topic/yellow-fever"},"relegenceId":984178,"url":"https://action.news/topic/yellow-fever"},{"name":"Korean Americans","slug":"korean-americans","links":{"relativeLink":"topic/korean-americans","permalink":"https://action.news/topic/korean-americans","mobileWebLink":"https://action.news/topic/korean-americans"},"url":"https://action.news/topic/korean-americans"},{"name":"Kelly Kim","slug":"kelly-kim","links":{"relativeLink":"topic/kelly-kim","permalink":"https://action.news/topic/kelly-kim","mobileWebLink":"https://action.news/topic/kelly-kim"},"url":"https://action.news/topic/kelly-kim"}],"isLiveblogLive":null,"isLiveblog":false,"cetUnit":"buzz_body","bodyAds":["\r\n\r\n","\r\n\r\n","\r\n\r\n"],"adCount":0},"isCollectionEmbed":false,"enhancements":{}}">This was started by an Asian American person, but is a prime example of the Im Asian and I think its okay This is a reach for reclaimation of yellow fever at best. https://t.co/9QjBZdoUTB
Melanie Liu (@MelCLiu) April 28, 2018
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