A new Gamasutra article called "Games With The Power To Offend: Surviving And Stoking Controversy" reveals that Capcom has learned a hard lesson from the public relations nightmare related to claims of racism in Resident Evil 5. That controversy reared its ugly head shortly after Capcom released the first trailer for the game, which depicted black zombies versus a white American protagonist. After that blew up in their face, the company decided that it could never let something like that happen ever again.
After that nightmare Capcom decided that it had to put a process in place to deal with future international cultural issues – to be implemented on both sides of the world. Here’s more on that from the article:
"Since the RE5 controversy, we have become much more aware of how important it is that we are part of the asset creation process early on so that we are able to have a say in the end product," Capcom senior PR manager Melody Pfeiffer tells Gamasutra.
"We are also designing a lot of our own assets from this side of the pond, so that we are able to make strategic pieces of content that make sense for our market," she says.
"We are working really closely with our producers in Japan to construct these materials for the West and they are open more than ever to hearing our thoughts and ideas for assets."
The Gamasutra feature offers a lot more details on how the U.S. perception of Resident Evil 5 affected the company but the bottom line is that Capcom learned a new lesson about cultural differences between America and Japan.