Kylian Mbappé Faces Backlash Over Controversial Remarks in China
State media and corporate sponsors cut ties following the soccer star's insensitive comments.
1The Incident and Fallout
Soccer star Kylian Mbappé triggered a significant backlash in China after referring to a meme figure as a Chinese dictator during a French talk show. This comment was widely interpreted as an insult toward Mao. Consequently, three major Chinese sponsors, including Dongpeng and Mengniu, terminated their commercial partnerships with the athlete.
2Broadcasting and Institutional Response
China Media Group, the state broadcaster, suspended all LaLiga broadcasts and matches featuring Mbappé. LaLiga president Javier Tebas sought a diplomatic resolution by meeting with the Chinese ambassador to Spain. Real Madrid also issued a formal apology to mitigate the damage, emphasizing their deep respect for Chinese culture and history.
3Mbappé's Public Apology
Following the intense negative reaction, Mbappé issued an apology on X. He acknowledged that his comments were ill-judged and expressed regret for hurting the Chinese community globally. He explicitly stated that he holds deep respect for the Chinese people and their history, aiming to contain the fallout from his remarks.
4Historical Precedent: NBA Conflict
This situation mirrors the 2019 controversy involving Daryl Morey, then general manager of the Houston Rockets. His tweet supporting Hong Kong protests led to a total blackout of NBA games on CCTV. The broadcast suspension lasted for three years, demonstrating the severe consequences of political friction within the Chinese media market.
5Consumer Boycotts and Retail Impact
Global brands often face severe consumer boycotts in China over perceived cultural or political insensitivity. In 2021, H&M faced a massive sales decline after questioning cotton sourcing from Xinjiang. These incidents illustrate how quickly public sentiment can shift, leading to immediate financial repercussions for multinational corporations operating within the country.
6Cultural Missteps in Marketing
Lululemon experienced a social media backlash in June 2026 after featuring a Japanese taiko drum during a promotional event on the Great Wall of China. Netizens criticized the brand for failing to use a traditional Chinese dagu drum. The company was forced to remove all related imagery to appease the public.
7Trademark Disputes and Revenue
Louis Vuitton faced a boycott after winning a trademark infringement case against Molly Tea, a local milk tea chain. The court ordered the chain to pay 10.3 million yuan in damages. The resulting public anger contributed to a 5% organic revenue decline in LVMH’s fashion and leather goods division in China.
8Domestic Brand Vulnerability
Even domestic companies are not immune to public scrutiny. In 2024, Nongfu Spring faced a boycott after social media users accused the brand of using Japanese-style imagery on its packaging. Some 7-Eleven stores stopped selling their products, proving that cultural sensitivity remains a critical operational risk for all brands in China.
Original article: Fortune — Kylian Mbappé Faces Backlash Over Controversial Remarks in China