The recent commercial for Maruchan's Red Fox Udon has ignited significant controversy across social media platforms, leading to public outrage over claims of inappropriate content and the alleged use of AI-generated animations. The uproar began following the commercial's release on February 6, 2025, which featured young female characters enjoying their ramen under what some viewers deemed sexually suggestive circumstances.
ChocoLate Co., Ltd., the planning company behind the ad, along with NERD Co., Ltd., its production team, released statements on February 21, firmly denying the usage of any AI technology during the creation of the commercial. "We have not used any AI generation at all, and everything was created by professional animators and creators by hand," stated ChocoLate Co., addressing both the substance of the claims and the criticisms aimed at the involved creatives.
The commotion was fueled by reactions to the commercial's depiction, which included scenes of voice actress Kana Ichinose's character relishing the meal, with some critics arguing the portrayal was inappropriate. Social media exploded with mixed reactions; some firmly supported the creators, insisting there was nothing inherently wrong with the commercial, whereas others were alarmed, asserting the content was unsuitable.
Masaki Takahashi, representative director of NERD, reinforced the position of the involved parties, elaborately explaining the creative process of the ad. "The acts of spreading false information and defaming involved parties significantly damage the honor of those individuals, which we cannot overlook," he articulated, emphasizing the threat posed by misinformation.
The commercial's narrative shows Ichinose's character watching television, savoring the rich and flavorful Red Fox Udon, leading to sighs of contentment as she expresses joy over its taste. Despite such innocuous scenes, the backlash centered around perceptions of sexual nuance, with several individuals on social media questioning the basis of such indignation. One user candidly remarked, "How can it be considered problematic? I don’t even understand why there's backlash," reflecting sentiments of confusion over the heated discussions.
ChocoLate and NERD took proactive approaches by publicly calling for restraint against the malicious defamation and urging fans to refrain from spreading baseless speculations. They stated, "The creation of this work was conducted entirely manually—there were no AI tools involved, following direct discussions between our teams and the client. We are responsible for protecting every individual involved with this project." Their resolute stances show a determination to combat misinformation and defend their creative integrity.
This incident demonstrates the increasingly volatile nature of social media discourse, particularly surrounding topics as intersectional as sexuality and marketing. The concept of "phantom outrage," where nonexistent or exaggerated controversies are thrust upon companies, is manifesting with this commercial, drawing parallels to other cases where brands faced boycotts or backlash for seemingly innocuous content.
Companies are now caught in the complex web of consumer perspectives, where freedom of expression clashes with moral judgements, often leading to serious reputational ramifications. While legitimate discussions around content sensitivity are undoubtedly important, the rapid spread of misinformation continues to complicate these conversations significantly.
Going forward, it remains to be seen how companies like Toyo Suisan will navigate the social media minefield and the extent to which they will engage with audience feedback. The stakes are higher than ever, as can be evidenced by the price brands pay when potentially trying to appease every vocal critic on social media.
The events surrounding the Maruchan commercial have not only spotlighted shifting attitudes toward advertisements but have also highlighted the urgent need for cautious and respectful discussions surrounding possible content interpretations. The actions of ChocoLate and NERD signal industry awareness but also reflect larger cultural dynamics where the line between critique and bullying risks becoming increasingly blurred.