They Call Us Bruce 139: They Call Us Asian Faces

Jeff Yang and Phil Yu present an unfiltered conversation about what's happening in Asian America.



What's up, podcast listeners? We've got another episode of our podcast They Call Us Bruce. (Almost) each week, my good friend, writer/columnist Jeff Yang and I host an unfiltered conversation about what's happening in Asian America, with a strong focus on media, entertainment and popular culture.

In this episode, we welcome journalist Elise Hu, author of the forthcoming book Flawless, and David Yi, found and editor of Very Good Light. We discuss "aggressively Asian" faces, multi-step skincare regiments, and the global rise of K-beauty, among other things.

Cibu, your "Asian inspired" beauty product names suck

Have you heard of Cibu? They make beauty products. Unfortunately, their whole brand identity revolves around ridiculous Orientalist schtick, invoking tired old Asian imagery hacky stereotypical wordplay. This isn't anything new -- brands have been doing this for years. But in Cibu's case, they've gone way off the deep end.

For instance: Miso Knotty Detangler. Geishalicious Shampoo. Take Out Clarifying Shampoo. Shang High Mousse. Spring Roll Hydrating Cleanser. Ancient Veil Oil Mist. Hi-Ya! Keratin Reconstructive Conditioner. Washabi 3-in-1 Conditioning Shampoo. Dry Kwon Do Dry Shampoo. Pho Freeze Firm Hold Hairspray. I swear, I didn't make any of these names up -- they're all real products.

Here's an online petition calling on Cibu International and its parent company to reconsider and re-brand its line: Cibu International / Ratner Companies (Hair Cuttery, Bubbles, Salon Cielo): Stop using offensive and racist names for your beauty products.