Reality TV star Kim Kardashian West announced on Monday she would rename her Kimono shapewear line. The move comes amid backlash from the Japanese who claim that her use of the term to brand undergarments was "culturally offensive."

The American entertainer's first shapewear brand, "Kimono Intimates," sparked outrage in Japan, where the name is being seen as "disrespectful" to the Kimono, a traditional Japanese dress.

Daisaku Kadokawa, mayor of Kyoto, issued an open letter to the celebrity on June 28, asking her to give up the Kimono trademark.

"We are currently undertaking initiatives nationally to make "Kimono Culture," a symbol of our culture and spirits, registered to UNESCO's Intangible Cultural Heritage list. We think that the names for "Kimono" are the asset shared with all humanity who love Kimono and its culture, therefore they should not be monopolized," he said. 

"I would like you to visit Kyoto, where many Japanese cultures including Kimono have been cherished, to experience the essence of Kimono Culture and understand our thoughts and our strong wish." 

Soon after Kim announced the launch of her brand, the hashtag #KimOhNo was born. Many netizens took to Twitter to criticize the TV star for culture appropriation and showcasing other countries' cultures in poor light, saying that her underwear brand had nothing to do with the actual kimono.  

The kimono, a loose long-sleeved Japanese robe, dates back to the 15th Century. It is now worn mainly by women on special occasions like weddings, funerals and official visits. Since it holds an important position in Japan, the controversy managed to attract the attention of netizens and politicians alike.  

The TV star revealed her decision on her official Instagram account, saying that the new shapewear brand will be relaunched in July and a new name has not been confirmed yet.