Key facts
- Jokes or satire about Mao Zedong remain a social taboo in China.
- Brands have faced scrutiny over advertising perceived as culturally insulting.
- Products identifying Taiwan and Hong Kong as countries have led to backlash.
- Statements rejecting cotton from Xinjiang over human rights concerns have resulted in boycotts.
Global brands have frequently faced backlash in China due to advertisements perceived as culturally insulting, or for taking stances on geopolitical and human rights issues. These incidents underscore the scrutiny companies face when operating in the Chinese market, where certain topics are considered social taboos.
In late October, footballer Kylian Mbappe was dropped by several Chinese brands over remarks referencing Mao Zedong, the founding father of the People's Republic of China. Jokes or satire about Mao remain a sensitive subject in China.
Other notable incidents include Swatch apologizing in August 2025 and removing advertisements featuring an Asian male model in a "slanted eye" pose. The NBA faced significant disruption after a Houston Rockets official tweeted support for Hong Kong democracy protests in 2019, leading to an 18-month blackout by state broadcaster CCTV and the interruption of preseason games in China.
Fashion brands like Dolce & Gabbana, Coach, Givenchy, Dior, Versace, and Victoria's Secret have also encountered criticism over advertisements or product labeling that appeared to challenge China's sovereignty regarding Taiwan and Hong Kong. Marriott apologized in 2018 after a customer questionnaire listed Tibet, Hong Kong, Macau, and Taiwan as separate countries. Mercedes apologized in 2018 for quoting the Dalai Lama in an Instagram post.
In 2021, fashion giants Burberry, Adidas, Nike, and H&M faced boycotts and online attacks over past statements indicating they would not source cotton from Xinjiang, citing reports of human rights abuses against Uyghur Muslims, which Beijing denies.