The beloved actor has landed himself in hot waters, following the launch of his new rum brand, ‘J’Ouvert’ which some fans claim is culturally inappropriate.
J’ouvert is a carnival-themed yearly festival in Trinidad and Tobago that is noted for its vibrant costumes and cheerful celebrations.
Per the description on the product box on Instagram, the rum is “Derived from the Antillean Creole French term meaning ‘daybreak,’ J’OUVERT originated in the pre-dawn streets of Trinidad, as 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.”
Fans have taken to social media to slam the ‘Creed’ actor for trademarking ‘J’Ouvert’ despite having no obvious ties to the culture.
See reactions from social media below.
imagine trying to explain what jouvert is to someone and they go “oh michael b jordan rum” 😕 https://t.co/kmTtYuBRYb
— nika🦋 (@spxcyy) June 20, 2021
They could’ve called that rum ANYTHING else & trademarked that. Instead of lying & saying the word has no cultural meaning for their own financial gain. Everything doesn’t have to be capitalized.
— Muvva Naycha 🌞 (@GabSoul_) June 21, 2021
What’s next? A free doubles with every #JouvertRum purchase?! 🥴😭 someone point out Michael B Jordan’s Trini roots fast for me please!!! Cuz I’m not understanding this shit. Is it his grandma who makes the rum cakes??? pic.twitter.com/7Q8E1uowmU
— Hot & Unbothered 🤎 🇬🇩🇬🇾 (@AllianaSabrina) June 20, 2021
I know this man is not selling sugar cubes with his rum.
— Hot & Unbothered 🤎 🇬🇩🇬🇾 (@AllianaSabrina) June 20, 2021
At least the rock had his tequila made in Mexico which gave it tons of authenticity and showed respect to its origin. This is Very disappointing on to many levels. If you're gonna culture appropriate for your own capital gain at least golden shower on those you're appropriating pic.twitter.com/YF4PmGjYd6
— Din Gonzalez (@DinGonzalez) June 20, 2021
Michael B Jordan never been to jouvert or mass. But has the nerve to want to profit off West Indian culture and call it Jouvert Rum…. pic.twitter.com/RT8O3InIwm
— D.D. Aesthetic | IG:_iamdda 🇻🇨✨💅🏾🐰 (@_iamdda) June 20, 2021
As of writing, no official statement has been released following the backlash but Jordan’s girlfriend Lori Harvey has deleted all but one post of the product from her account and the official Instagram page for J’Ouvert has been turned private.
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