Popular Korean cosmetics brand fwee has come under fire over an advertisement that netizens have criticized for its allegedly racist and colorist portrayal of Southeast Asian skin.
The controversy began after an advertisement from the brand circulated online promoting a product said to help brighten tanned skin.
The Korean caption read as follows.
“(Free shipping) I’ve never seen anything remove yellowness this much… Click the link for the discounted price.”
However, it was the text included in the before-and-after image that sparked the strongest backlash. The post showed two arms side-by-side, with one appearing significantly darker and warmer in tone than the other.
Text over the image claimed, “This summer, I went to Vietnam and came back tanned to shade No. 37, but after applying this, I became shade No. 17 (extremely pale). No wonder it was exclusive to Southeast Asia. It’s finally been released domestically, so go get it now.”
The wording quickly drew criticism, particularly over the advertisement seemingly using Vietnam and Southeast Asia as shorthand for tan, yellow skin, while presenting extremely pale skin as the desirable transformation.
37호는 좆된거고 17호는 살만한 거임?
동남아에서 탄 사람들 노란끼 빼야 함?
어쩐지 동남아 한정???
진짜 말 좆같게 하네 pic.twitter.com/BRJ0yiMjTJ
— 용 (@yon99yon) August 6, 2026
So being shade 37 means you’re f*cked, and only if you’re shade 37, life is worth living? Those who got tanned in SEA have to ‘remove their yellowness?’ ‘No wonder it was exclusive to Southeast Asia?’ They really have a way with words.
yon99yon
Critics argued that the problem went beyond simply advertising a brightening product, as the combination of the imagery and references to Southeast Asia could reinforce longstanding colorist beauty standards and stereotypes surrounding Southeast Asian skin tones.
이런 마케팅 하는 브랜드들 때문에 외국에서 한국 인종차별 심하다 화이트워싱하고 하얀 피부만 좋아한다 뭔 하얘지는크림을 바른다 이런 얘기 나오는 거임 …… 이런 걸 보니까 https://t.co/UYyfYaegDC
— 말도 (@maldomasaeyo) August 6, 2026
It’s because of brands that do marketing like this that foreigners say Koreans are severely racist and do whitewashing, liking pale skin, applying whitening creams etc… Cuz they’re exposed to this.
maldomaseyo
The advertisement has consequently sparked debate over how Korean beauty companies market skin-brightening products, particularly when campaigns involve racialized associations between nationality, region and skin color.