“Asian Temptation”, “Sambal Bij”: these are the kind of terms used by retail chain Normal to advertise East Asian products, among other things. Unlike the franchise’s other aisle names, these terms reinforce sexist and racist stereotypes about East and Southeast Asian people.
Besides their characteristic maze-like layout, Normal shops are recognisable from the large tags they use to designate the different sections of their shelves. These tags help customers navigate the shop and find products more easily. Colourful and modern, they give off an eye-catching and fresh look. Plus, they often include humour and self-mockery, as per the franchise’s general communication style.
While most sections display labels that are relatively neutral, such as “Spices – Whiff of nature for your plate”, for its East Asian products, retail chain Normal seems to have opted for the more problematic “Asian Temptation”. Asian Raisins spotted similar signs in various Normal branch locations, including Rotterdam, Amsterdam and Venlo. In some, one can even find a “Sambal bij?” (With Sambal?) tag or a “Spice it up!” tag. Since then, the problematic labels have been discreetly removed thanks to a reporter’s complaint.
When widespread, language can play a role in reproducing and maintaining long-lasting stereotypical colonial imageries, which in turn reinforce systemic oppressive mechanics like racism and sexism. It is therefore crucial for large companies like Normal to choose their words carefully.
In this case, by alluding to the concept of the “seductive Asian”, the term “Asian temptation” effectively reifies colonial, orientalist fantasies. This imagery essentialises an entire continent, the largest, home to hundreds of cultures, languages, cuisines and identities to one exotic, sexually-charged fantasy. It also reinforces the sexualisation and objectification of East and Southeast Asian people, especially women.
As for “Sambal bij” (which refers to an expression used to ridicule the Dutch of Chinese-Indonesian restaurant staff), though the tag seems harmless, it does reinstate the essentialising association often made between people from East and Southeast descent and food. Such expressions are readily accepted because they are deemed funny. However, this expression is generally used to mock East and Southeast Asian hospitality workers who speak Dutch with an accent. Normal using this term is tantamount to validating and further perpetuating persisting Sinophobia in the Netherlands.
Companies should be aware of the message they convey through their shops and overall communications. As explained earlier, it is important to be respectful and inclusive by, for instance, using appropriate language. This way, they can create welcoming and respectful environments for everyone. Product descriptions can reveal a more deeply ingrained level of racism.
The terms “Asian Temptation” and “Sambal Bij” are not a celebration of culture, but a racist, commercial use of words that sound good for marketing, without ever considering the people associated with them.
It normalises the idea that East and Southeast Asian cultures and people are objects that can be consumed and mocked without consequences. It paves the way for further stereotyping and microaggressions in everyday life.
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