A humble bow delivered by a member of staff in a television advertisement for McDonald"s Japan has been criticised by some Japanese for being "too Korean".
The 30-second commercial is designed to underline the company"s efforts to "give the very best customer service", a spokesman for the company told The Telegraph.
Conservative viewers have taken to Internet chat rooms to complain that the young woman"s hands are clasped in front of her and her elbows are flared at the wrong angle at her sides as she bows.
Traditional Japanese etiquette is for elbows to be tucked in more closely to the sides as the upper body is inclined.
Online critics were swift to declare that the woman had adopted the Korean way of bowing to a customer. Commentators on the Jin and BuzzNews sites declared "This is an indicator that McDonald"s is finished" while another added "Things like this are why McDonalds" sales keep dropping". Yet another posted accused the burger chain of "trying to pick a fight with Japan".