Award-Winning UK Chocolatier Faces Backlash For Using Durian To Represent Domestic Abuse
The durian-filled chocolates were part of a campaign to highlight the prevalence of domestic abuse in the UK.
By Samantha Khor — 18 Feb 2019, 07:51 PM
A renowned chocolatier in the UK is facing backlash after appearing to associate durians - a much-loved fruit in Southeast Asia - with domestic abuse in a recent awareness campaign
In collaboration with Woman's Trust, a charity organisation that provides counselling to female survivors of domestic abuse, award-winning chocolatier Paul A. Young had created a box of chocolates meant to highlight the deep and emotional psychological trauma caused by domestic abuse.
Hidden in each box is a single chocolat dégoûtant made of "the most disgusting fruit in the world", which Young said is meant to represent the one in four UK women who will experience domestic abuse at some point in their lifetime
According to Young, the chocolates - three of which are made of the "world's best" salted caramel - may look the same on the outside, but like many abusive relationships, "conceals a darker reality" on the inside.
He added that the "unexpected" durian-filled truffle has a pungent aroma and leaves a lingering aftertaste, which is meant to symbolise the long-lasting effect of abuse on women's emotional wellbeing.
Young also explained that he chose the pungent fruit due to its "polarising nature", adding that the durian-filled chocolate provoked the "biggest reaction" when they were testing it out with other flavours
“We chose durian for this project for its polarising nature and because it was essential to provoke a reaction from those who eat it - we wanted to start a conversation about a cause that is incredibly important," he said.
"I tested numerous versions of a fourth chocolate, one of which was incredibly spicy, and another that was too salty to eat, but the one that got the biggest reaction was the durian."
He added, "The durian, like domestic abuse, stays with you long after you first encounter, so it seemed like a perfect way to illustrate the heart-breaking experience of so many women and raise awareness of a cause I feel passionate about."
Despite seemingly good intentions, the decision to associate the King of Fruits with domestic abuse was met with considerable backlash upon the campaign's launch, with some calling it "tone-deaf" and "lazy stereotyping"
One commenter wrote, "I appreciate the good intentions to support survivors of domestic abuse, but casual racism and lazy stereotyping is perhaps not the best way to do it."
"I can understand your intention but this campaign is badly planned, distasteful and tone deaf," another commenter chimed in.
"To link food that means so much to people and link it to something so terrible doesn’t make sense."
Many pointed out that durians are "coveted" in Asian culture, and that linking a much-loved cultural icon to a criminal act is a product of "deep ignorance" and "casual racism"
"This is tone deaf. To take the food of one culture and superimpose it into a public service message about domestic violence shows deep ignorance, and opportunism. To claim not to understand at all why it would upset anyone - shows your lack of exposure to the nuances and subtleties and histories of people and foods, surprising, considering what you both do," wrote one commenter.
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In response to the backlash, Young later apologised and said that it was not their intention to be "disrespectful to anyone's culture"
"I’m truly sorry that the messaging on this partnership has distracted from the true intention – to raise awareness for the shocking statistics around domestic abuse," he wrote.
"When I was first approached to work on this campaign, it was never our intention to bring negative attention or be disrespectful to anyone's culture, and I am wholeheartedly sorry that it has had this effect."
Domestic abuse is one of the most common yet unreported crimes across the globe. If you or anyone you know are a victim of domestic abuse, here are some numbers to call:
Women's Aid Organisation
Hotline: 03-7956 3488 (Monday to Saturday, 9am to 5pm. Tuesday, Wednesday, and Friday extended hours from 7pm to 10pm)
WhatsApp or SMS: Tina @ 018-988 8058 (24 hours)