The advertisements feature the TV chef executing martial arts movies, in imitation of Chinese film stars such as Bruce Lee.
A letter in today's Metro, the London daily freesheet, describes the ad as "a disgraceful display of racism", and says that it is a "crude portrayal" of the language.
Sainsbury's said today: "We are sorry if the latest Jamie 'Oriental' ad has caused offence. It is intended to be fun and a spoof on films like 'Crouching Tiger, Hidden Dragon'. Customer reaction has shown it to be one of our most popular ads, creating interest in our Oriental range."
The £3m campaign was created by Abbott Mead Vickers BBDO, with media by PHD. It broke on February 7, in time for Chinese New Year celebrations, as the supermarket giant relaunched its range of Oriental ready meals and foods under one own-label brand. It includes more than 200 products.
The Independent Television Commission said that it had not had any complaints about the ad as yet.
However, in a report published by the ITC last year called Boxed In, the commercial television watchdog looked at the issue of racial stereotyping in advertising. Ads which attracted complaints included the McDonald's Chinese Menu ads, which parodied 1970s kung-fu movies.
In the report, unnamed interviewees complain in general about the way Chinese people are portrayed on television. "I just want to turn it off because it doesn't reflect the real oriental people nowadays. The way they portray them is disgraceful and I just look the other way," said one viewer, described as a Chinese male from Manchester.
Sainsbury's recently re-signed Oliver for a £2m, four-year deal to be a spokesman and consultant for the company.
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