Nagaland NPYF slams DoNER ministry over ‘insensitive’ Naga Mircha depiction

The National People’s Youth Front (NPYF), Dimapur, has taken strong exception to a recent promotional video released by the Ministry of Development of North Eastern Region (DoNER), alleging that the portrayal of the renowned Naga Mircha (King Chilli) using Chinese-style animation amounted to cultural distortion and discriminatory representation of the Naga community.
In a press note, NPYF Dimapur president Zato Sema said the video misrepresented the identity of Naga Mircha- an indigenous product with a recognised Geographical Indication (GI) tag- and caused widespread resentment among the people of Nagaland. NPYF stated that the Naga Mircha embodies the rich agricultural heritage and cultural pride of Nagaland. It said that any depiction that associates it with foreign imagery undermines the dignity and history of the community that has cultivated and protected the crop for generations. The use of Chinese-style visuals, NPYF noted, amounted to cultural misrepresentation and was viewed by many as “racist and insensitive.”
NPYF, while demanding accountability from Ministry, urged the latter to immediately remove the misleading promotional video from all official platforms. It demanded the ministry to issue a clarification and apology acknowledging the inappropriate portrayal and to ensure accurate cultural and respectful representation of North East indigenous products in all future promotional content, with proper consultation from local stakeholders.
NPYF said such incidents not only eroded public trust but also perpetuated harmful stereotypes, stressing that government agencies must uphold the cultural integrity and respect due to the diverse communities of the North East. It affirmed that the organisation stood firm in safeguarding the identity, dignity and rightful representation of the Naga people and their heritage.