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New Balance Apologizes for 'Reversed' Taegeuk Symbol on T-shirt, Halts Sales
🇰🇷 South Korea /Culture & Society

New Balance Apologizes for 'Reversed' Taegeuk Symbol on T-shirt, Halts Sales

From Dong-A Ilbo · () Korean

Translated from Korean, summarized and contextualized by DistantNews.

At a glance

News Official statement Outcome reported
  • New Balance has halted sales and offered refunds for a T-shirt featuring a Taegeuk symbol that was reportedly reversed.
  • The company apologized for causing concern, stating the design intended to promote Korean culture without political intent.
  • The incident highlights the sensitivity surrounding national symbols and the company's commitment to addressing customer feedback.

New Balance has suspended the sale of a T-shirt from its 'NB Seoul Collection' after receiving criticism that the Taegeuk symbol, representing the Korean flag, was depicted incorrectly.

We sincerely apologize for causing concern to many people due to the Taegeuk symbol design T-shirt.

— New BalanceThe company's official apology regarding the T-shirt design.

The company issued a public apology, stating, "We sincerely apologize for causing concern to many people due to the Taegeuk symbol design T-shirt." New Balance clarified that the design was intended to showcase the appeal of Korea and Seoul to both domestic and international customers, emphasizing that no political or ideological message was intended during the design and production process.

The design was intended to showcase the appeal of Korea and Seoul to both domestic and international customers, emphasizing that no political or ideological message was intended during the design and production process.

— New BalanceNew Balance's explanation of the T-shirt's design intent.

"We clearly state that this product was not produced to support or oppose any specific political stance or group," the company said. "Regardless of intent, we failed to handle the symbol representing the nation with care, and we are taking seriously the disappointment and concern this has caused."

We clearly state that this product was not produced to support or oppose any specific political stance or group.

— New BalanceNew Balance's clarification on the absence of political messaging in the T-shirt.

New Balance is offering refunds for the T-shirts and has stopped both online and in-store sales. The incident underscores the importance of cultural sensitivity and meticulous attention to detail when incorporating national symbols into merchandise.

Regardless of intent, we failed to handle the symbol representing the nation with care, and we are taking seriously the disappointment and concern this has caused.

— New BalanceNew Balance acknowledging the mishandling of the national symbol and its impact.
DistantNews Editorial

Originally published by Dong-A Ilbo in Korean. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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