Swiss watch brand Swatch has issued an apology following public outcry in Japan over an advertisement that depicted eyes as being slanted or "tsurime". The advertisement, which was widely shared on social social platforms, triggered a wave of backlash within the Japanese community, leading Swatch to promptly remove the ad and issue a public apology for promoting the stereotype.

In Japan, respect for cultural identity and avoiding racial stereotypes are deeply valued in society. Considering such stereotypes as offensive breaches this value. Public apologies are considered an effective way of demonstrating sincerity and remorse in such situations.

As in the U.S. and EU, racially insensitive or stereotypical content is heavily frowned upon in advertising. This issue could similarly trigger social media outcry and apologies in these regions.