A new Asian-themed gastropub called Hotel Longtime has sparked outrage on social media, with critics calling its name and theme racist.

The owners, married couple Alex Fahey and Tin Chu, have denied the Adelaide pub is racist, and said their Ping Pong Club Room has nothing to do with sex shows.

Critics slammed the pub's name, which they say references a scene from the movie Full Metal Jacket in which a Vietnamese prostitute says 'Me love you long time'.

They claimed the Ping Pong Club Room was prostitution-themed, referring to 'Asian strippers performing demeaning acts', as was a 'brothel madame' poster.

A new Asian-themed gastropub called Hotel Longtime (pictured) has sparked outrage on social media, with critics calling its name and theme racist

Critics slammed the pub's name, which they say references a scene from the movie Full Metal Jacket in which a Vietnamese prostitute says 'Me love you long time' (pictured is a poster critics claimed is prostitution-themed)

The owners, married couple Alex Fahey (pictured, right) and Tin Chu (pictured, left), have denied the Adelaide pub is racist, and said their Ping Pong Club Room has nothing to do with sex shows

Vietnamese-born co-owner Ms Chu said their critics made associations that were never imagined when Hotel Longtime was designed, The Advertiser reported.

'It is worth remembering that I am a director of this licensee company and I am a proud Asian woman who has worked hard to build my business,' she said.

'There is nothing in our name which is in any way intended to insult or offend women. If anyone has felt that, then we humbly apologise.'

Mr Fahey denied the Ping Pong Club Room was a deliberate reference to sex shows involving ping pong balls, and said the name means 'stay for a long time'.

Alice Whittington (pictured) - who started a petition on Change.org demanding the pair change the name of the pub - said the theme perpetuated negative Asian stereotypes

'I want to emphasise this is not a witch hunt nor do I want to drive anyone out of town,' she said

'It's meant to be like a clubroom, like a football clubroom, where you go and have a drink after playing ping pong. It's nothing to do with the Thailand ping pong shows,' he said.

Alice Whittington - who started a petition on Change.org demanding the pair change the name of the pub - said the theme perpetuated negative Asian stereotypes.

'I want to emphasise this is not a witch hunt nor do I want to drive anyone out of town,' she said.

'They may indeed be hard-working folks who cook good food, but they can still be those people and also not be complicit in perpetuating an extremely damaging racial stereotype.

Vietnamese-born co-owner Ms Chu said their critics made associations that were never imagined when Hotel Longtime (pictured, left, right) was designed

'All I wish for on behalf of Asian people and in particular women, is a change of venue name, as well as the acknowledgement that this name and concept blatantly reaffirms the stereotype.

'I too am a proud, half-Asian woman born and bred in Adelaide. Here and around the world, I have been subject to horrific slurs and racial and sexual harassment directly related to the quotes that are associated with the film Full Metal Jacket.'

Poll Do you think the name Hotel Longtime is racist and offensive? Yes No I don't know Do you think the name Hotel Longtime is racist and offensive? Yes 46 votes

No 118 votes

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Ms Whittington said she does not believe the couple's claims the name and theme was innocent, and said Ms Chu being Asian does not make it okay.

'I haven't seen much support from the Asian community for Tin's explanation that it's somehow okay because she is Asian,' she said.

'Although there may be a few sympathisers, the vast majority of Asian people responding to this are angry, shocked, saddened and feel like a great disservice has been done.'

A number of social media users agreed with Ms Whittington, and left a series of one-star reviews on Longtime's Facebook page.

'You called your venue "Longtime" (a clear reference to the Asian prostitute in Full Metal Jacket) and you have "Ping Pong Bar" with a Madame?' wrote one user.

'Seriously? Do you know how f***ing offensive that is? Not just to anyone of Asian descent (of which I am not) but people from all backgrounds!

A number of social media users agreed with Ms Whittington, and left a series of one-star reviews on Longtime's Facebook page

Opinion on Facebook was split between those handing out one and five star reviews (pictured, above)

'This is 2018 and you people are acting like it's a hundred years ago! If you opened this in any other country you would have a a RIOT on you doorstep!

'This is clearly RACIST!! Shame on you!'

Others agreed with the owners, and said they did not find the pub racist or have a problem with the theme.

'Tin and Alex ignore the outrage, the indignation etc. and keep going in your endeavour to provide a new and vibrant venue in Adelaide,' wrote one reviewer.

'Most people will return for good food and service. There will always be haters. Good luck!'

'Brilliant name, clever marketing, don't worry about the handful of politically correct w***ers as they and their pathetic friends were never coming to your pub anyway,' said another.

Daily Mail Australia contacted Hotel Longtime for comment.