Already ready for lunch? #YellowFeverEats has you covered with fresh, customized bowls at our brand-new #LongBeach365 location - now open! pic.twitter.com/GCoHiMwMUW— 365byWholeFoods (@365byWholeFoods) April 25, 2018
From an article earlier this year:
As I savored each new and interesting flavor, I realized that, like the lucky pickles, the name “Yellow Fever” represented yet another way Kim was claiming her identity. She didn’t see a need to hide behind the term, typically used to describe White men who exclusively date Asian women; instead, in typical Texan-style, she wrangled it away from its negative connotations and displayed it publicly, confidently, and didn’t back down. She made it her own, positive phrase that was inclusive of all Asian cultures. It was strong. It was daring.
And it was strangely revolutionary.
“I don’t think we’re a safe brand,” she had said when asked about her bold decision. “One of our taglines is ‘be yellow’. This is because we want people to be comfortable in their own skin.”