A Dutch children's book has sparked an uproar within the Netherlands' Chinese community due to a section criticized for being discriminatory and reinforcing negative stereotypes.

The book, "My Birthday City," a commemorative publication marking Amsterdam's 750th anniversary, was distributed to around 30,000 primary school students.

It was intended to celebrate the Dutch capital's openness and diversity. However, it contains a "Duivenbord" game, inspired by the classic Snakes and Ladders board game.

Players who land on square 42 of the Dutch game are instructed: "Ni Hao! Chinese tourists are blocking the bike lane. To avoid them, go back to square 39."

Members of the Chinese-Dutch community say it reinforces negative racial stereotypes and portrays Chinese people as a public nuisance. Critics also noted that Chinese people are the only group singled out with a negative connotation in the book.

Hui-Hui Pan, an anti-discrimination activist, described it as "racism in children's language … distributed by the city itself."

"What seems like a joke to most people is a slap in the face to me — and to many other Asian Amsterdammers. This is not an innocent phrase."

United against anti-Asian racism

The controversy prompted around 100 members and supporters of the Chinese community to gather in front of Amsterdam's city hall on June 5 to protest against anti-Asian racism.

Wei Kaiyu, a 35-year-old IT engineer who helped organize the demonstration, said it was initiated by first-generation Chinese immigrants protesting for the first time, like himself.

"We want to use this method to unite everyone and make our voices louder," Wei told DW.

He added that the book's official association with Amsterdam, its classification as children's literature, and its potential to influence many young minds ignited strong emotions in the Chinese-Dutch community.

"If you use this format to instill in children that discriminating against Chinese, Asians or others could be just a joke, what kind of people will they grow up to be?"

The use of "Ni Hao" ("Hello" in Chinese) has also made some people feel uncomfortable. Though originally a friendly greeting, the Chinese phrase, together with its Japanese and Korean equivalents, is often used mockingly in Europe toward people with East Asian backgrounds.

"'Ni Hao' is a punchline of catcalling," activist Pan told DW. "It's an aggressive way of approaching somebody and showcasing that 'I'm allowed to do that to you.'"

The phrase "go back to square 39" also touched a nerve.

In 2013, Gordon Heuckeroth, a judge on the popular Dutch television show "Holland's Got Talent” mocked a Chinese contestant before his audition, asking: "Which number are you singing — number 39 with rice?"

The Chinese student's performance was followed by other derogatory comments targeting his racial background and sniggers from the other judges, which provoked outrage and calls for Heuckeroth to be fired.

Social media fuels awareness shift

In the case of the children's literature, social media — especially Chinese platforms WeChat and RedNote — has played a crucial role in mobilizing the Chinese community and amplifying their voices.

Huang Qian, an assistant professor in media studies at the University of Groningen in the Netherlands, said that RedNote's algorithm helps content spread beyond personal networks.

She noted that the incident also reflects a change in how the Chinese community addresses racism.

"Nowadays, members of the Chinese community in the Netherlands — especially young students — are more perceptive to discrimination. They also have the knowledge and anti-racism vocabulary to discuss it and the courage to speak out in Dutch society," Huang told DW.

There are around 100,000 people of Chinese descent living in the Netherlands, including thousands of students from China.

A study commissioned by the Dutch government last year found that one in every two Dutch people with a Chinese background had experienced discrimination.

Amsterdam mayor responds to backlash

As debates surrounding "My Birthday City" intensified, Amsterdam Mayor Femke Halsema, the Amsterdam Association of School Boards, and the book's publisher met with representatives of the Dutch city's Asian community.

Halsema called the text "unfortunate and uncomfortable."

"This is a moment when many Chinese and other Asians in Amsterdam are drawing a line," Halsema added. "Many have experienced discrimination for a long time and want to make it clear that this is unacceptable. And I agree with them."

Responding to DW's request for comment via email, a spokesperson for the publisher expressed "deep regret" for the harm caused and said that the mention of number 39 was coincidental.

The publisher said it will distribute stickers to children who received the book to correct the offending content, and hopes the incident "leads to greater awareness of discrimination against Chinese Dutch people." 

Edited by: Keith Walker