Adam Catzavelos filmed himself on a beach, saying it was "heaven on earth" as there were no black people there.
He said a derogatory term used historically by white people to denigrate black South Africans. Racism remains a major issue in the country, where white-minority rule ended in 1994. The hashtag #AdamCatzavelos began trending in the country on Tuesday when the video went viral on social media.
Twitter users identified Mr Catzavelos and called on businesses to boycott his family's company, which manufactures marinades and sauces and where he worked as a marketing director.
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