"Rather, South Korea Looks Diminished"... Ministry of Gender Equality Faces Backlash for Granting 'Family-Friendly Certification' to Uniqlo

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The Ministry of Gender Equality and Family certified F&L Korea, the operator of Uniqlo, as a "family-friendly" company, amid ongoing criticism.
[Image source=Yonhap News]

[Asia Economy Reporter Nahana] Criticism is mounting after it was revealed that the Ministry of Gender Equality and Family certified FAL Korea, the operator of the fashion brand Uniqlo, which was suspected of running an advertisement insulting former Japanese military comfort women, as a 'family-friendly' company.

On the 19th, the Ministry of Gender Equality and Family awarded the 'Family-Friendly Certification' to FAL Korea this year for exemplary operation of family-friendly systems such as support for childbirth and child-rearing, and flexible working hours. A total of 4,340 companies and institutions received this certification.

Companies that receive the 'Family-Friendly Certification' are granted 220 benefits, including additional points when selected for projects conducted by the government and local governments, and preferential treatment during immigration inspections.

According to FAL Korea, they were highly evaluated for actively encouraging flexible working methods such as staggered working hours and flexible work schedules, as well as actively utilizing maternity protection systems that support childbirth and child-rearing to prevent career interruptions for women.

However, many opinions have emerged that it is inappropriate for the Ministry of Gender Equality and Family to grant this certification to the operator of Uniqlo, a fashion brand embroiled in controversy over suspected advertisements insulting former Japanese military comfort women.

Netizens who heard the news criticized, saying, "The public is boycotting, but the government gives awards?what does that make the public?" and "We expressed anti-Japanese sentiment toward Uniqlo, but Uniqlo is an excellent company. Instead, Korea looks shabby." The day before, a national petition titled 'Abolish the Ministry of Gender Equality and Family' was even posted.

As the controversy grew, the Ministry of Gender Equality and Family explained that the certification was granted in accordance with the pre-announced certification criteria based on the purpose of the system.

A ministry official said, "There was no explicit criterion such as 'causing social controversy' in the pre-announced standards."

They added, "We agree that it is inappropriate considering that (Uniqlo) is a company that caused social controversy," and "We plan to review institutional improvements that consider criteria such as whether women's human rights violations occur in the future."

Photo by Uniqlo advertisement video capture

Meanwhile, Uniqlo sparked controversy last October over an advertisement suspected of mocking South Korea's issues related to comfort women. The controversial Uniqlo advertisement video showed a scene where a woman in her 90s answers questions from a teenage girl, with subtitles saying, "Oh my! You remember something from over 80 years ago?" As the controversy grew, Uniqlo immediately stopped airing the advertisement.

This content was produced with the assistance of AI translation services.