The incident began with a simple pun: merging the words “Xbox” and “House” produced “Xbouse.” What appeared harmless at first quickly turned into controversy, because in French-speaking countries “bouse” means “cow dung” and is used as an insult aimed at the Xbox brand.
In France, Belgium and Switzerland, “Xbouse” has long been used by PlayStation fans to ridicule Xbox users. That Microsoft’s official account reposted the term surprised many and sparked a flood of outraged, sarcastic comments across social media.
The post featured an image of a “compressed” Xbox Series X alongside the pun, but it backfired on the marketing team. Some people took it in stride and joked, while others criticized the team for a lack of cultural awareness. Within hours, “Xbouse” went viral and became a trending topic across Europe.
Microsoft promptly removed the post and attempted to calm the backlash, but the episode underscores the importance of linguistic and cultural vetting in global communications. Even an apparently innocent word can ignite a viral scandal and damage a brand’s reputation and perception.
Source: iXBT.games