The "Discriminatory" Controversy Surrounding the Narutopu Korean Collaboration Event: A Complete Analysis of the Incident and Official Apology

The "Discriminatory" Controversy Surrounding the Narutopu Korean Collaboration Event: A Complete Analysis of the Incident and Official ApologyOn April 4th, a collaboration event between the mobile game Narutopu and Samsung Galaxy Store in South Korea sparked significant controversy. Photos circulating online showed a sign written in simplified Chinese and English that read, "Only Koreans can enter today

The "Discriminatory" Controversy Surrounding the Narutopu Korean Collaboration Event: A Complete Analysis of the Incident and Official Apology

• On April 4th, a collaboration event between the mobile game Narutopu and Samsung Galaxy Store in South Korea sparked significant controversy. Photos circulating online showed a sign written in simplified Chinese and English that read, "Only Koreans can enter today." This incident quickly spread across platforms like Xiaohongshu, Weibo, and Bilibili, leading to widespread player dissatisfaction and accusations of discrimination. In response to the intense online backlash, the Narutopu team issued a statement offering an explanation and a public apology.

The Cause of the Incident: Discriminatory Language on the Sign

According to user feedback and circulating images, a sign displaying the discriminatory message "Only Koreans can enter today" in simplified Chinese and English was present at the "Canterella" themed collaboration event held on the 4th floor of the Samsung Galaxy Store in I-PARK MALL, Yongsan, Gangnam, South Korea. This offensive wording immediately provoked strong negative reactions from players, many of whom felt deeply hurt and expressed concerns and condemnation of potential underlying discriminatory practices. The incident quickly escalated on social media, with numerous players expressing anger and disappointment, questioning whether the event organizers engaged in discriminatory behavior.

• Narutopu's Official Response and Apology Statement

• Under immense public pressure, the Narutopu team released an official statement on April 4th at 11:00 AM, explaining the situation and apologizing. The statement acknowledged the existence of the sign and the inappropriateness of its content. It stated that the sign was placed by Samsung Store without the knowledge or approval of Narutopu.

The statement explained that the event was a collaboration with Samsung Galaxy Store, with Samsung responsible for managing and operating certain aspects. Participation required on-site verification of Galaxy device ownership, making the event exclusive to Samsung Galaxy users. The team explained that the sign's intention was to prevent non-eligible players from waiting in line and occupying time for those who could participate. However, the team admitted the sign's wording was severely inappropriate, causing misunderstanding and discomfort, and sincerely apologized for this.

• The statement further acknowledged Narutopu's failure to adequately oversee and review the collaborative content, leading to unclear event participation rules and restrictions and a subpar player experience. The team accepted responsibility for shortcomings in event management and review, promising a comprehensive internal review and process improvement.

• The statement emphasized that while Samsung managed certain aspects, Narutopu remained ultimately responsible for the player experience. The team expressed sincere apologies for the harm and disappointment caused, promising increased investment, more cautious and transparent oversight, and continuous improvement to maintain player trust and support. They pledged to strengthen global offline event planning and execution, devoting more resources to ensure a high-quality, fair, and harmonious experience.

Aftermath and Impact

• Following the apology, some players accepted the explanation, while others remained unsatisfied, believing the team hadn't fully taken responsibility. The incident sparked discussions about responsibility allocation between game developers and collaborators, as well as the management of cross-cultural events. The event negatively impacted Narutopu's brand image, serving as a warning to game developers to exercise greater caution in planning and managing cross-cultural collaborations to prevent similar incidents. Future prevention requires strengthened internal management, clear responsibility allocation, and more effective communication mechanisms between game developers and collaborators, especially for multinational companies.

Event Details and Restrictions

• The Narutopu and Samsung Galaxy Store collaboration, themed "Canterella," ran from April 4th to 6th, with four sessions per day, each limited to 100 participants. Participants needed a Samsung Galaxy device and on-site verification. Gifts included "Canterella" themed shopping bags, keychains, commemorative cards, acrylic stands, mobile phone themes (offline activation codes), and in-game item activation codes. Other merchandise was also sold.

Samsung stated that the "Canterella" system theme is only compatible with Android 14 and above Galaxy smartphones (with some model exceptions) and not tablets. Each account can use the theme on up to 10 devices. Illegal acquisition, reselling, or disclosure of the theme's audio, images, or URLs may result in civil and criminal liability.

Conclusion: Responsibility and Future Improvements

• The Narutopu Korean collaboration event's "discrimination" controversy exposed management flaws and communication gaps in the game developer's international operations. While the official apology and promises of improvement are welcome, the incident serves as a wake-up call for the gaming industry, highlighting the importance of attention to detail and respect for player sentiment. Future improvements require enhanced cross-cultural communication training and improved event management processes to prevent similar incidents and maintain a positive brand image and player trust. Only by seriously addressing player feedback and actively addressing shortcomings can developers earn genuine respect and support. This incident also highlights the importance of avoiding potentially discriminatory or misleading language and behavior in any cross-cultural event to ensure fairness and inclusivity.