Toei Animation Faces Backlash Over Pride Month Post on X
Toei Animation, the legendary Japanese studio behind some of anime's biggest franchises, is under fire again—this time not for a show, but for a rainbow. A June 26 Pride Month post triggered a flurry of backlash and reignited criticism over past controversies, dropping the company into a very modern mess of culture war crossfire.
Here’s the TL;DR…
Backlash over Pride Post: Toei’s June 26, 2025, rainbow Pride message on X drew criticism and accusations of hypocrisy.
2021 Labor Dispute Resurfaces: Critics cited a past dispute involving a non-binary union member to question the sincerity of Toei’s support.
Wider Virtue Signaling Debate: The incident reflects growing U.S. backlash against corporate branding around Pride and social causes.
The Backlash: X Reactions to Toei’s Pride Post
Toei's post, shared on X at 18:00 UTC (Post ID: 1938296324497060214), featured a rainbow backdrop, their cat logo, and the message: "Hope you all are having a great Pride Month!" But the reaction wasn't quite celebratory.
One user scoffed, "Yet they’ll still rebrand themselves with the flag for Pride month this year like they did in 2019 for publicity, it’s as inevitable as the rise of the sun." Another fumed, "Companies that promote woke nonsense like this need to start facing heavy fines."
While some users rolled their eyes at the backlash itself—"All these replies are triggered... BY SOME COLORS"—others pointed to Toei’s rocky history with LGBTQ+ representation and labor rights. Chief among them: a 2021 incident in which Toei reportedly refused to negotiate with a non-binary union member.
Context: Pride Post vs. Company History
Founded in 1948 and acquired by Toei Company in 1956, Toei Animation has been a fixture in anime history, from Sally the Witch to Dragon Ball to Sailor Moon. Their legacy includes pioneering entire genres and helping grow anime into a $34 billion global industry (Grandview Research, 2023).
But their record on progressive causes has been mixed. The 2021 labor dispute saw Toei accused of discriminating against an "X-gender" employee—a case that resurfaced after the Pride post. In a country where 40% of parents disapprove of homosexuality (University of Tokyo, 2020), but where youth support is growing (NHK, 2021), Toei's move may play differently at home and abroad.
The Corporate Virtue Signaling Problem
If this all feels familiar, it should. Toei's Pride post is the latest flashpoint in a broader backlash against corporate virtue signaling. In the U.S., Pride Month has become a branding blitz, with companies slapping rainbows on logos while often failing to follow through on policy or support.
According to The Week, Pride branding is now seen by many as hollow, while some industry analysts have observed that "woke-washing" is starting to backfire.
Wikipedia defines “virtue signaling” as expressing support for social causes to appear morally good, not necessarily to enact change.
Toei’s situation echoes that trend: bold statements, but baggage underneath.
A Legacy Studio, A Modern Misstep?
Toei hasn't issued a statement as of 10:24 PM EDT on June 27, 2025. But whether they respond or not, the damage is done. The 2021 labor issue was already a stain. The rainbow post? For some, it rubbed salt in it. For the majority on X? Stick to making anime.
As more fans question whether Pride posts are genuine or just a way to stay trendy, the whole thing starts to feel less like support and more like seasonal marketing. For legacy brands like Toei, that can turn even a simple tweet into a PR landmine.
Sources:
Toei Animation, Post ID: 1938296324497060214, June 26, 2025
r/TwoBestFriendsPlay, "Toei Animation Refuses Labor Negotiations With LGBT Union Member," January 27, 2021
The Week, "Pride month: the virtue signals of corporate America," June 9, 2023
Medium, "Virtue Signaling Is Starting To Backfire On Corporations," May 21, 2022
Wikipedia, "Virtue signalling," June 25, 2025
Wikipedia, "Toei Animation - Wikipedia," June 25, 2025
Toei Animation, "History | COMPANY," corp.toei-anim.co.jp
University of Tokyo, "Social Attitudes Survey," 2020
NHK, "Public Opinion Survey on Social Issues," 2021
Grandview Research, "Anime Market Size, Share & Trends Analysis Report," April 2023
News compiled and edited by Derek Gibbs and Steven Bubbles on June 27, 2025. Follow us on ClownfishTV.com for more gaming, pop culture and tech news, and consider subscribing for only $5 per month to get access to exclusive podcasts and other content.