Square Enix CEO Yoichi Wada wants Japanese gamers to try Western produced games, starting with the recent all-conquering Modern Warfare 2.
"Even now, there have been people in Japan using the label youge- (literally 'Western games') with a terribly discriminatory meaning," Wada explained in a recent interview with Japanese TV, which was spotted by Kotaku.
Perhaps Wada's enthusiasm might have something to do with Square Enix acquiring the Japanese publishing rights for Modern Warfare 2, a game which is probably about as Western as you could get.
"I'd like them to try it once," said Wada. "If they play it once, they'd realize how incorrect that label is."
It's the second time the relationship between Japanese and Western gaming has been raised this week, with Capcom's Jun Takeuchi recently saying development collaborations haven't gone smoothly because cultural differences get in the way of harmony.