Japanese cosmetics company Utena has landed in hot water after releasing an AI-generated ad for its Utena Moisture skincare line — and anime fans were very quick to point out one big issue: the whole thing looked a bit too close to Sailor Moon.
The commercial, titled “Moisture Warrior”, was made entirely with AI and featured a magical girl-style visual direction that many online users felt resembled the iconic work of Naoko Takeuchi, creator of Sailor Moon. After the criticism picked up, Utena removed the video from its YouTube channel and began taking down related physical ads, including transit station placements that had already gone up before the video was published.
Utena has since issued an official apology. The company did not directly name Sailor Moon, but admitted that the campaign showed a lack of understanding towards the creativity and cultural background of existing works. It also apologised for the concern and discomfort caused by the ad.
According to Utena, the commercial had gone through several legal checks before release. Even so, the company said it is now seeking further legal advice to make sure the video and future advertisements do not violate any laws.
Why anime fans reacted so strongly
On paper, a skincare brand using a magical girl-inspired concept is not automatically a problem. Magical girls are a whole genre, not one single property. But the issue here is that viewers felt the AI-generated visuals leaned too close to Sailor Moon’s specific look and cultural identity.
That distinction matters. Sailor Moon is not just “old anime aesthetic.” It is one of the most recognisable anime franchises in the world, especially across Asia. For Malaysian and SEA fans who grew up watching magical girl shows on TV or collecting merch at anime events, this kind of visual language carries a lot of nostalgia and emotional weight.
So when a major brand uses AI to produce something that feels like it is borrowing from that legacy without an official collaboration, people are naturally going to ask: why not just work with the original IP holders properly?
That question appeared in the replies to Utena’s apology too. Some users criticised the marketing decision, while others wondered whether an official Sailor Moon collaboration would have been a smarter and cleaner move. Given how polished anime collabs can be in Japan — and how quickly they sell out in Malaysia via import shops, Shopee resellers, and collector groups — it is not a weird suggestion at all.
AI ads are getting harder to ignore
This backlash also hits a bigger nerve in the anime and creative industries: brands using generative AI to imitate styles associated with human artists, studios, or beloved franchises.
For SEA audiences, this is not just a Japan-only drama. Malaysian brands, event organisers, and even small creators are already experimenting with AI visuals for posters, social media campaigns, and product promos. The Utena case is a reminder that “AI-generated” does not automatically mean “safe” or “original.” If the output feels too close to a famous work, fans will notice — fast.
It is especially risky when the brand involved has history. Utena is one of Japan’s long-running cosmetics names, dating back to 1923. That kind of legacy makes reputation important, and a messy AI campaign can easily make consumers question the company’s creative direction.
For now, Utena is cleaning up the campaign and reviewing its legal position again. But the bigger takeaway is clear: if brands want to tap into anime culture, they need to respect the artists, fandoms, and IPs that built it. Otherwise, the internet will absolutely cook them.
Source: Automaton Media