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Journalism of Courage
A viral ad shows the lungi’s many uses and says Tamil Nadu’s traditional attire is now popular in the US. But viewers pointed out the lungi is worn across South and Southeast Asia, sparking debate over its origins and cultural ownership.
The lungi — a traditional, sarong-like lower garment — has been a staple of daily wear across South and Southeast Asia for generations. Worn by men (and occasionally women), it’s especially popular in India, Pakistan, Bangladesh, and even parts of Southeast Asia like Malaysia, Indonesia, and Singapore. Typically made of cotton and featuring checked or floral patterns, the lungi is both functional and deeply cultural.
Recently, a video advertisement of the lungi has gone viral on social media, sparking both admiration and debate. The ad creatively showcases the various ways a lungi can be used — not just as a garment, but also as a beach towel, a makeshift cape, and even a humorous prop to hide from one’s wife.
The video was shared on X by user, @mrjethwani_, and the caption read, “Americans can sell you anything! Now, Tamil Nadu’s traditional lungi has become a hot-selling product in the USA. Check out the advertisement and the clever marketing strategy behind it!”
As of now, the video has garnered over 671.6K views, with users fascinated by the quirky yet smart marketing approach.
However, the internet wasn’t just amused, it had opinions. Some users took to the comments to discuss the cultural and regional history of the lungi, questioning the idea that it originated in Tamil Nadu.
“The lungi or dhoti is worn in many parts of India and South Asia, including Indonesia,” one user commented.
“When did lungi become exclusive to Tamil Nadu? It’s a common garment across most cultures in India, just known by different names and worn in different ways,” another user wrote. “In fact, the word ‘loungi’ comes from Burma (Myanmar).”
“Hot-selling product in the USA? Haha. This video was shared about five years ago and is just making a second round now,” another user added, hinting at the cyclical nature of viral content.
“Longyi, also known as lungi, actually came to Tamil Nadu from Myanmar. It’s the official and ceremonial dress in Myanmar, even worn by senior officials at work,” one user explained, adding historical context.
