Lifestyle Food Michael B. Jordan Apologizes After Backlash Over the Name of His Rum Brand: 'We Hear You' Before the actor's apology, Nicki Minaj —who was born in Trinidad and Tobago — shared a post about J'ouvert's significance, asking Michael B. Jordan to "change the name" of his rum By Jen Juneau Jen Juneau Twitter Jen Juneau is a digital news writer for PEOPLE. A '90s teen and horror film connoisseur, she started at the brand in 2016, after a decade of working as a technical writer and then moonlighting as a journalist beginning in 2013. Originally from New Orleans, Jen grew up both in NOLA and Florida and eventually attended the University of Central Florida in Orlando (still her home base!), where she earned a bachelor's in English/technical communication, with a minor in magazine journalism. People Editorial Guidelines Published on June 23, 2021 10:10 AM Share Tweet Pin Email Michael B. Jordan. Photo: Willy Sanjuan/Invision/AP/Shutterstock Michael B. Jordan is issuing an apology after the name of his new rum brand, J'Ouvert, sparked backlash over cultural sensitivities. An annual festival with origins in Trinidad, J'ouvert — an Antillean Creole French term translating to "daybreak" — goes back to the 18th century, during a time when people were still enslaved in the Caribbean country. Many have used social media to explain the cultural significance of the holiday, including one Instagram user whose post was shared by Nicki Minaj. (The singer was born in Trinidad and Tobago.) Jordan, 34, posted his apology on his Instagram Story Tuesday night, writing, "I just wanna say on behalf of myself & my partners, our intention was never to offend or hurt a culture (we love & respect) & hoped to celebrate & shine a positive light on." Never miss a story — sign up for PEOPLE's free daily newsletter to stay up-to-date on the best of what PEOPLE has to offer, from juicy celebrity news to compelling human-interest stories. Michael B. Jordan's Instagram Story. Michael b jordan/ instagram Kendall Jenner Faces Accusations of Cultural Appropriation in New 818 Tequila Ad "Last few days has been a lot of listening. A lot of learning & engaging in countless community conversations ... " the Without Remorse star continued. Jordan ended his post by assuring readers, "We hear you. I hear you & want to be clear that we are in the process of renaming. We sincerely apologize & look forward to introducing a brand we can all be proud of." RELATED VIDEO: Ellie Kemper Apologizes for Participation in Controversial Pageant: "Ignorance Is No Excuse" Hours before Jordan addressed the controversy, Minaj, 38, shared an image that broke down the historical significance of the J'ouvert event. The post read, in part, "IT'S NOT JUST ABOUT THE NAME IT'S WHAT IT REPRESENTS PERTAINING TO ENSLAVEMENT AND FREEDOM." "I'm sure MBJ didn't intentionally do anything he thought Caribbean ppl would find offensive— but now that you are aware, change the name & continue to flourish & prosper. 🙏🏾🇹🇹 #jouvert," the "Super Bass" hitmaker wrote in her caption.