Mbappé and Sanrio Apologize After Angering Chinese Consumers

French soccer star Kylian Mbappé faced backlash in China after a meme featuring his face superimposed onto Mao Zedong sparked outrage. The image, which was part of a joke on a French talk show, led to widespread condemnation on Chinese social media.

Chinese state media and brands distanced themselves from Mbappé, with state media removing all content and ads involving him. Mbappé issued a formal apology, acknowledging that his comment hurt many people in China and around the world.

Meanwhile, Sanrio, the maker of Hello Kitty, halted a collaboration with the Japanese spy drama VIVANT after the show was labeled anti-China. The collaboration, which featured Sanrio characters in outfits from the TV series, went viral on Chinese social media, where users criticized it for depicting Chinese intelligence agents.

Sanrio issued an apology, stating the collaboration conflicted with its corporate values and decided to discontinue the project. Chinese officials also criticized the show, calling it an example of Japan’s efforts to smear China through cultural products.

Both incidents follow a pattern of apology, retraction, and damage control for foreign brands and celebrities who have offended Chinese consumers. Similar cases include Dolce & Gabbana, Versace, and the NBA, which faced severe consequences after controversies involving China.

Experts warn that Chinese consumers are highly sensitive to perceived slights against their country or people. Brands and athletes must navigate complex geopolitical and historical sensitivities to avoid backlash, which can be swift and costly.