Key facts
- Brands like Dolce & Gabbana, Swatch, Coach, Givenchy, Versace, Victoria's Secret, Mercedes, Burberry, Adidas, Nike, H&M, and the NBA have faced backlash in China.
- Incidents range from ads perceived as insulting Chinese culture to assumptions over geopolitical status and human rights issues.
- Backlash has led to canceled shows, severed partnerships, boycotts, and investigations by Chinese authorities.
Global consumer-facing brands have faced scrutiny in China over advertisements, geopolitical stances, and human rights issues. Jokes or satire about China's founding father, Mao Zedong, remain a social taboo, as highlighted by the recent dropping of Kylian Mbappe by Chinese brands in late October over such comments.
In 2018, Dolce & Gabbana cancelled a Shanghai show after backlash over ads depicting a Chinese woman struggling to eat with chopsticks. Swatch apologized and removed ads in August 2025 featuring an Asian model in a "slanted eye" pose. In 2019, fashion labels Coach and Givenchy saw brand ambassadors cut ties over products identifying Taiwan and Hong Kong as countries, a sentiment echoed by Versace and Christian Dior in the same year.
Marriott apologized in 2018 for listing Tibet, Hong Kong, Macau, and Taiwan as separate countries in a questionnaire. Victoria's Secret faced issues in 2017 when models were unable to attend its Shanghai show due to actions seen as supportive of Taiwan. Mercedes apologized in 2018 for quoting the Dalai Lama on Instagram.
In 2021, Burberry, Adidas, Nike, and H&M were targeted in boycotts over past statements regarding sourcing cotton from Xinjiang due to human rights concerns. The NBA faced significant backlash in 2019 after a Houston Rockets official's tweet supporting Hong Kong democracy protests led to an 18-month broadcast blackout in China.