BANGKOK - A Thai man and his
girlfriend are shopping at a furniture store. She sees pillows on sale
and gets excited, her feminine voice falls suddenly to a deep male-like
tone.
Shocked and horrified, her boyfriend runs off.
The advertisement by IKEA, the world's biggest
furniture retailer, has incensed a Thai transgender group which called
it "negative and stereotypical" and "a gross violation of human rights"
in an open letter to the Swedish retail giant.
The 20-second commercial shown on YouTube
(http://link.reuters.com/gyz45t) and on Bangkok's trains in December and
January entitled "Luem Aeb" ("Forget to Keep Hidden"), was
disrespectful to transsexuals, according to the Thai Transgender
Alliance, which demanded an explanation from IKEA.
Transgenders, or "Ladyboys" as they are often referred
to, are widely accepted in Thailand and are commonplace in the fashion,
beauty and entertainment industries, but are not officially recognised
as women.
A marketing official at IKEA Thailand, which opened its
first store in the country in November 2011, said on Thursday it had
talked with the group in response to its January 9 complaint.
"IKEA has spoken to the group over the telephone and
the conversation went very smoothly. We are now drafting a letter in
response," the official said, declining to be identified.
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