Michael B. Jordan is facing controversy over the release of his new rum brand, J'Ouvert, which is derived from the Antillean Creole French term meaning "daybreak."
The full description on the rum box reads, "Derived from the Antellian Creole French term meaning 'daybreak,' J’OUVERT originated in the pre-dawn streets of Trinidad, as a 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."
Jordan was accused of cultural appropriation, with social media users questioning his Trinidadian roots. One Twitter user, who goes by @GabSoul_ added, "I’m so f**king tired of the blind appropriation. There’s really no respect for Caribbean culture on a mass scale. We’re just an aesthetic to people."
Trinidad and Tobago's Minister of Trade and Industry, Paula Gopee-Scoon, also raised concern over the brand's name causing trademark problems. Gopee-Scoon told Newsday that the issue was "of extreme concern." She added in a statement, "The first thing is to gather the information to see if it is in fact so. Then working together with the intellectual property office of the Ministry of the Attorney General, we'll do the necessary investigation and, as always, seek to support anything that is Trinidad but at the same time protect what is ours.
"This is of keen interest, not only to the Ministry of Trade and Industry but also to the intellectual property office of the Ministry of the Attorney General, and the Ministry of Tourism and Culture. We all have an interest. Trinidad and Tobago is our interest."
Michael B. Jordan has yet to address the controversy.
Source: Newsday
