The East New Britain Tourism Authority board has issued a notice to the Chinese fashion brand that has doctored footages and pictures of their cultural icon, the Tubuan.
In a statement, ENBTA condemned the use of the Tolai Tubuan (Tumbuan) images on social media to promote its brand.
“The Tumbuan Society is a very sacred and respected culture in our province,” said ENBTA.
“What has transpired over the last few days has demeaned the Tumbuan Society and outright disrespect of our culture, values and traditions, irrespective of the circumstances entered into by the custodians of the particular Tumbuan.
“The Icicle Fashion Group Co Ltd visited the Mask Festival in Kokopo last year and shot the footages and pictures, which were doctored to include the models and other props. It also distorted the features of the Tumbuans, and misrepresented our culture to suit its campaign.
“The ENBTA board has no knowledge of the intentions of the film crew but the board is determined to get to the bottom of this.
“The edited images are disrespectful to our people and insensitive of our culture.
“We have issued a notice to Icicle Fashion Group based in Paris, France, to pull down all adverts, videos and posts using the tumbuans in such a display.
“As is the culture, the issues with the Tumbuan Society would be dealt with in the place that is proper for the Tumbuan Society.
“As a lesson to us, we have to set some clear guidelines and regulations safeguarding our cultural heritage, rituals and traditions so that is not exploited in such ways.
“It does fit into the board’s ongoing work in structuring the development of tourism in ENB.”
The Member for Gazelle, Jelta Wong, has also expressed his disgust with the exploitation and abuse of the Tubuans, calling it “immoral, disrespectful and wrong”.
