Swatch, the renowned Swiss watchmaker, is grappling with backlash from Chinese consumers after an advertisement portraying a model pulling the corners of his eyes went viral. The ad was condemned as racially insensitive, leading to significant calls for a boycott on platforms like Weibo. Although Swatch quickly apologized and removed the controversial imagery, critics expressed that the apology was insufficient, calling out the brand for insensitivity towards the Chinese community. This incident highlights a broader trend of consumer activism in China, where previous cultural missteps by international brands have resulted in organized boycotts.
Swatch Faces Backlash Over Controversial Ad Featuring Model with 'Slanted Eyes'
Swatch Faces Backlash Over Controversial Ad Featuring Model with 'Slanted Eyes'
Swatch apologizes amidst calls for a boycott following offensive ad that triggered outrage on social media.
Swatch has issued an apology for the recent advertisement that went viral on Chinese social media, sparking a significant backlash and calls for a boycott. The ad depicted a model manipulating his eyes in a pose that many perceived as reminiscent of the derogatory "slanted eye" gesture commonly used to mock Asians. Swatch's response involved a public statement acknowledging the concerns raised by consumers, asserting, "We sincerely apologize for any distress or misunderstanding this may have caused."
Despite the swift removal of the material and the apology, negative sentiments persisted among netizens, who suggested that the company was more concerned about its financial interests rather than cultural sensitivity. Feedback on Weibo reflected frustration, with users stating that the brand's actions warranted a boycott as they felt disrespected: "You can apologize, but I will not forgive," said one influencer. Another added, "We would be spineless if we don't boycott it out of China," emphasizing the strong reaction against perceived disrespect.
In light of this incident, it's pertinent to note that Swatch derives a significant portion—about 27%—of its revenue from Chinese markets, which include Hong Kong and Macau. However, the brand already faced declining sales in the region, a trend exacerbated by the broader economic challenges currently facing the country. Swatch isn't alone in experiencing backlash; previous instances, where international brands faced boycotts over cultural insensitivity, indicate a pattern of pushback from the Chinese consumer market.
In recent years, companies like H&M, Nike, and Adidas have experienced similar backlash over their positions regarding human rights issues in Xinjiang, resulting in extensive boycotts. The incident with Swatch serves as a reminder of the heightened sensitivity towards cultural representation in advertising, particularly in markets critical to global brands' bottom lines.
Despite the swift removal of the material and the apology, negative sentiments persisted among netizens, who suggested that the company was more concerned about its financial interests rather than cultural sensitivity. Feedback on Weibo reflected frustration, with users stating that the brand's actions warranted a boycott as they felt disrespected: "You can apologize, but I will not forgive," said one influencer. Another added, "We would be spineless if we don't boycott it out of China," emphasizing the strong reaction against perceived disrespect.
In light of this incident, it's pertinent to note that Swatch derives a significant portion—about 27%—of its revenue from Chinese markets, which include Hong Kong and Macau. However, the brand already faced declining sales in the region, a trend exacerbated by the broader economic challenges currently facing the country. Swatch isn't alone in experiencing backlash; previous instances, where international brands faced boycotts over cultural insensitivity, indicate a pattern of pushback from the Chinese consumer market.
In recent years, companies like H&M, Nike, and Adidas have experienced similar backlash over their positions regarding human rights issues in Xinjiang, resulting in extensive boycotts. The incident with Swatch serves as a reminder of the heightened sensitivity towards cultural representation in advertising, particularly in markets critical to global brands' bottom lines.
