Cousins!

Social media users are currently calling out Michael B.Jordan within accusations of cultural appropriation following the premier of his new liquor named “ J’Ouvert Rum”

“J’Ouvert” is in direct connection to the French Patois language which means “Day Break”. The term signifies a major cultural 2-day carnival celebration within both Trinidad and Tobago.

Michael B Jordan never been to jouvert or mass. But has the nerve to want to profit off West Indian culture and call it Jouvert Rum…. pic.twitter.com/RT8O3InIwm

— D.D. Aesthetic | IG:_iamdda 🇻🇨✨💅🏾🐰 (@_iamdda) June 20, 2021

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According to the Daily Dot , Michael launched the J’Ouvert Rum brand over the weekend as he appears in a series of photos and videos in his girlfriend Lori Harvey‘s Instagram story celebrating.

Sources have confirmed that Michael alongside Las lap NYC co founder and Trinidad native Scott Robert Williams founded the rum together.

Michael B Jordan ever step foot on Trinidad soil ? Yet he have a rum named Jouvert . Someone pls explain pic.twitter.com/1WYCAYYzlk

— Eli🇹🇹✨ (@theelijahprint) June 20, 2021

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Reports read that the word J’Ouvert was recently trademarked within the United States Patent and Trademark Office’s website and is categorized under the terms of Good and Services, “ alcoholic beverages, beer, distilled spirits based beverages; Rum.” It’s also been noted that the trademark describes the word J’Ouvert as having no meaning in a foreign language.

We really have become too far removed from the historical and spiritual aspects of OUR culture. This thread raised my pores and put me in my place. If you read anything about this Michael B Jordan jouvert travesty, read this. https://t.co/ZdOsVFejeG

— Jonelle Samai (@jonellesamai) June 20, 2021

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It wasn’t long before social media users began to weigh in with raised eyebrows on the newly launched brand as they feel that the trademark serves as a form of disrespect of J’Ouvert history, culture and original beginnings with Trinidad.

Reports from NewsDay have indicated that the accusations of cultural appropriation may lead to an intellectual property concern which could also possibly lead to further issues later down the line.

This Michael B Jordan Jouvert mess, smh. From what I’ve seen I am disgusted. Irdc that the packaging has “Trinidad” on it. If our culture is being sold it should be sold by us and not an actor with no roots and his 2 flag in bio business partner. I hope we fight this

— Jonelle Samai (@jonellesamai) June 20, 2021

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Minister of Trade and Industry of Trinidad and Tobago, Paula Gopee-Scoon, has come forward to address the issue while.

“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,” reads a forwarded statement.”

i don’t want to bash michael b jordan. we all are on journeys of learning. i REALLY hope he takes this seriously. it makes me so sad the way caribbean cultures, specifically trinidadian in this case are treated compared to the rest of the world. #jouvert ♥️

— Krissy (@KrissyMoniz) June 20, 2021

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