The National People’s Youth Front (NPYF) has condemned a recent promotional video released by the Ministry of Development of North Eastern Region (DoNER), alleging that the depiction of Naga Mircha (King Chilli) in the video is “misleading, deeply hurtful and discriminatory towards the Naga community and the people of Nagaland.”

In the controversial video, Naga Mircha—an agricultural product proudly recognised with a Geographical Indication (GI) Tag—was portrayed using Chinese-style animation and imagery, the NPYF stated.

NPYF Dimapur president, Zato Sumi said the Naga Mircha represents the “rich indigenous agricultural heritage” of Nagaland and any misrepresentation undermines the dignity, history, and cultural pride of the people who have cultivated and preserved it for generations.

He said the use of foreign cultural elements in the video amounted to cultural misrepresentation, adding that many community members have expressed that it amounts to “a racist and insensitive portrayal.”

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The NPYF demanded that the DoNER Ministry immediately remove the misleading promotional video from all its official platforms; issue a clarification and apology acknowledging the inappropriate depiction; and ensure that all future promotional materials involving indigenous products of the Northeast reflect accurate cultural representation, respect, and consultation with local stakeholders.

The Front cautioned that such incidents erode public trust and perpetuate harmful stereotypes, emphasizing that government agencies must uphold cultural integrity while representing the diverse communities of the Northeast.

Reaffirming its commitment, the NPYF said it stands firm in safeguarding the identity, dignity, and rightful representation of the Naga people and their heritage.