Michael B. Jordan apologizes after accusations of cultural appropriation over the name of his new rum brand

Michael B. Jordan has apologized for the name of his new rum brand, saying in his Instagram Stories that he will be renaming the brand. The 34-year-old actor said Tuesday that he will change the name of his rum brand J’Ouvert after accusations that the name appropriates Caribbean culture.

Jordan wrote: “I just wanna say on behalf of myself & my partners, our intention was never to offend or hurt a culture (we love & respect) & hoped to celebrate & shine a positive light on. Last few days has been a lot of listening. A lot of learning & engaging in countless community conversations…We hear you. I hear you & want to be clear that we are in the process of renaming. We sincerely apologize & look forward to introducing a brand we can all be proud of.”

J’Ouvert is a festival celebrating Caribbean culture that signals the start of Carnival. The festival is held annually in Trinidad and Tobago and Grenada, and celebrated by many Caribbean people worldwide.

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