The sequel to the 2006 fashion-world comedy The Devil Wears Prada arrives in cinemas this week, but a 38-second promotional clip has already triggered a backlash and calls for a boycott across Asia. The scene, released ahead of the film’s premiere, introduces a new character named Jin Chao, played by Chinese-American actress Helen J Shen.
In the clip, Chao meets Anne Hathaway’s Andy Sachs, now back at work at the fictional Runway magazine. Chao is portrayed as socially awkward, eager to please, dressed in unflattering clothing, and quick to recite her academic credentials: “I did go to Yale, 3.86 GPA, lead soprano of the Whiffenpoofs and my ACT score was 36 on the very first try.” She then tells Sachs, “If you don’t want me, you can interview someone else, I don’t mind.”
The clip has been viewed more than 26 million times and has drawn sharp criticism for what many see as a caricature of Asian behaviour. On X, one user wrote: “Hollywood is so out of touch it’s embarrassing. It’s 2026 and THIS is your Asian rep? The name, styling, whole look. Lazy stereotypes.” Another commented: “Child-like dress, glasses, overqualified, Ivy League credentials and at top of her game yet obsequious and insecure of her competency: these are not Asian American stereotypes, they’re white women’s fantasies.”
Name and Stereotype Under Fire
Beyond the character’s mannerisms, the name Jin Chao has also drawn scrutiny. A Japanese post on X, viewed over a million times, stated: “The Devil Wears Prada 2 – Asian (Chinese) – Name is Chinchon – Glasses – Nerdy bookworm – Even if they graduated from a prestigious school, they’re uncool. Hits us with the most blatant racial stereotype racism in 2026 and it gives me chills. Did they use this scene in the promo because it’s ‘funny’? #BoycottTheDevilWearsPrada2.”
On the Reddit forum r/asianamerican, one commenter said the name “is what a white person thinks a Chinese name should sound like,” drawing comparisons to Cho Chang, the Asian student at Hogwarts in the Harry Potter series. The controversy echoes earlier debates about representation in Hollywood, where Asian characters have often been reduced to one-dimensional stereotypes.
The film’s cast includes returning stars Meryl Streep, Emily Blunt, and Stanley Tucci, alongside Hathaway. The original The Devil Wears Prada grossed $326 million globally and became a streaming hit. In a recent interview, Streep championed LGBTQ+ influence in fashion ahead of the sequel’s release, as reported by European Pulse.
The backlash comes amid broader European debates about cultural representation and boycotts. In Italy, for instance, the culture minister boycotted the Venice Biennale opening over the Russian pavilion, as covered here. Meanwhile, Slovenia joined a boycott of Eurovision over Israel’s participation, choosing instead to screen Palestinian films, as reported. These actions reflect a growing sensitivity to how media and cultural events handle identity and geopolitics.
For European audiences, the controversy raises questions about Hollywood’s continued reliance on reductive tropes, even as streaming platforms and local productions across the continent offer more nuanced portrayals. The film’s release in European markets may face similar scrutiny, particularly in countries with significant Asian diaspora communities.
