Update: Michael B. Jordan is Changing Controversial Rum Brand Name (Full Story)

Update 06/23/2021 9:38am:

Michael B. Jordan responded to the backlash surrounding his recently released J’Ouvert

rum, which led to accusations of cultural appropriation.

The “Black Panther” actor took to Instagram with a statement, which read, “I just wanna

say on behalf of myself & my partners, our intention was never to offend or hurt a

culture (we love & respect) & hoped to celebrate & shine a positive light on. Last few days

has been a lot of listening. A lot of learning & engaging in countless community


He continued, “We hear you. I hear you & want to be clear that we are in the process of

renaming. We sincerely apologize & look forward to introducing a brand we can all be

proud of.”

This comes after Nicki Minaj addressed the situation on Instagram, telling her fans, “I’m

sure MBJ didn’t intentionally do anything he thought Caribbean ppl would find

offensive, but now that you are aware, change the name & continue to flourish &


Original 06/22/2021 11:51am:

Michael B. Jordan is facing controversy over the release of his new rum brand, J’Ouvert,

which is derived from the Antillean Creole French term meaning “daybreak.”

The full description on the rum box reads, “Derived from the Antellian Creole French

term meaning ‘daybreak,’ J’OUVERT originated in the pre-dawn streets of Trinidad, as a

celebration of emancipation combined with Carnival season to serve as the festival

informal commencements. Crafted on those same islands, J’OUVERT Rum is a tribute to

the party start.”

Jordan was accused of cultural appropriation, with social media users questioning his

Trinidadian roots. One Twitter user, who goes by @GabSoul_ added, “I’m so f**king

tired of the blind appropriation. There’s really no respect for Caribbean culture on a

mass scale. We’re just an aesthetic to people.”

Trinidad and Tobago’s Minister of Trade and Industry, Paula Gopee-Scoon, also raised

concern over the brand’s name causing trademark problems. Gopee-Scoon told

Newsday that the issue was “of extreme concern.” She added in a statement, “The first

thing is to gather the information to see if it is in fact so. Then working together with the

intellectual property office of the Ministry of the Attorney General, we’ll do the

necessary investigation and, as always, seek to support anything that is Trinidad but at

the same time protect what is ours.

“This is of keen interest, not only to the Ministry of Trade and Industry but also to the

intellectual property office of the Ministry of the Attorney General, and the Ministry of

Tourism and Culture. We all have an interest. Trinidad and Tobago is our interest.”

Michael B. Jordan has yet to address the controversy.

Source: Newsday

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