Swiss watchmaker Swatch has issued a formal apology and withdrawn an advertisement after facing widespread backlash in China. The campaign featured an Asian male model making a “slanted eye” gesture, which was criticized as a racist stereotype.

The company, known globally for its colorful and affordable watches, faced mounting criticism on social media platforms after the ad appeared online. In response, Swatch confirmed the campaign had been removed worldwide and said it regretted any offense caused.

The Controversial Campaign

The advertisement, part of Swatch’s Essentials Collection, included promotional images of an Asian model pulling the corners of his eyes upwards and backwards. The pose closely resembles gestures historically used as racial taunts toward people of Asian descent.

Chinese internet users quickly condemned the ad, describing it as offensive and insensitive. Commenters on Weibo, China’s largest social media platform, accused the brand of perpetuating harmful stereotypes.

Swatch Issues a Public Apology

In a statement posted Saturday on its official Weibo account, Swatch acknowledged the criticism and confirmed that all related images had been removed worldwide.

“We sincerely apologise for any distress or misunderstanding this may have caused,” the company said in its bilingual message, published in both Chinese and English. The same apology was later shared on Instagram.

Swatch added that it had “taken note of the recent concerns” and emphasized its decision to withdraw the images globally, not just in China.

Silence on Further Inquiries

While the apology was made public, Swatch Group did not immediately respond to requests for additional comment from Reuters regarding the incident.

The company, which also manufactures luxury watch brands such as Omega, Longines, and Tissot, has significant financial exposure in the Chinese market. Roughly 27% of Swatch Group’s global sales in 2024 came from China, Hong Kong, and Macau.

China’s Importance to Swatch

The backlash comes at a time when Swatch has already been struggling with declining sales in the region. According to the company’s financial reports, revenue dropped 14.6% last year to 6.74 billion Swiss francs ($8.4 billion).

Swatch attributed the decline largely to “persistently difficult market conditions and weak demand for consumer goods overall” in China. The company has been working to adapt to shifting consumer behavior in one of its most crucial markets.

Online Reactions and Wider Context

This is not the first time an international brand has faced criticism in China over cultural sensitivity. In recent years, several global fashion and luxury companies have been accused of using imagery or messaging that Chinese consumers viewed as offensive or out of touch.

Social media users on Weibo compared Swatch’s advertisement to past controversies, calling for greater awareness and cultural understanding from multinational companies operating in China. Some urged foreign brands to “learn more about local sensitivities” before launching campaigns.

The Broader Impact on Global Brands

Industry analysts note that mistakes in culturally sensitive markets like China can have long-lasting reputational and financial effects. For Swatch, which relies heavily on Chinese consumers, rebuilding trust will be critical as the company navigates an already challenging retail environment.

The apology and removal of the ad may limit further escalation, but experts say brands must go beyond reactive measures. “Companies need to integrate cultural awareness into their marketing strategies to avoid repeated missteps,” said one industry consultant in Shanghai.

Looking Ahead

Swatch has not indicated whether further internal measures will be taken in response to the controversy. However, the incident highlights the growing pressure on global brands to ensure diversity and sensitivity in advertising campaigns.

As online communities continue to scrutinize corporate messaging, missteps can quickly spread across borders, forcing multinational companies to act swiftly. For Swatch, the latest controversy adds to its financial challenges in a market it cannot afford to lose.

Source: CNN – Watchmaker Swatch apologises for ‘slanted eye’ ad after online backlash in China

The post Swatch Apologizes for ‘Slanted Eye’ Advertisement After Online Backlash in China appeared first on Journos News - Breaking News, World News, Top Stories, Todays Headlines and Flash Reports.

Uniqlo is facing growing calls for a boycott in China after its CEO, Tadashi Yanai, stated that the Japanese clothing brand does not source cotton from Xinjiang, a region in northwestern China. This comment comes amid ongoing allegations of forced labor in Xinjiang, where Uyghur and Hui Muslim minorities have been accused of being subjected to human rights abuses by the Chinese government.

In an interview with BBC, Yanai revealed that Uniqlo does not use cotton from Xinjiang. However, he quickly stopped short of elaborating, saying, “By mentioning which cotton we’re using… actually, it gets too political if I say anymore so let’s stop here.”

The comment has sparked outrage in China, with two hashtags related to Yanai’s statement going viral on Weibo, China’s popular social media platform. Many users expressed their anger at Uniqlo, with some vowing to never buy from the brand again. One user posted, “With this kind of attitude from Uniqlo, and their founder being so arrogant, they’re probably betting that mainland consumers will forget about it in a few days and continue to buy. So, can we stand firm this time?” Another user said, “It seems that I will have to stop buying Uniqlo in the future.”

An account on X (formerly Twitter), Shanghai Panda, with over 110,000 followers, urged Chinese consumers to reject Uniqlo, stating, “UNIQLO rejected Xinjiang cotton. Chinese must reject UNIQLO.”

Uniqlo, which is owned by Fast Retailing, has a significant presence in China, a key market for the brand. The company aims to expand its operations in the region, with Yanai mentioning the potential to increase the number of stores from 900 to 3,000 to better serve China’s vast population. Greater China, which includes Taiwan and Hong Kong, already accounts for over 20% of Uniqlo’s revenue.

This is not the first time a global brand has faced backlash in China over Xinjiang cotton. Companies like H&M, Nike, Adidas, and Tommy Hilfiger have all experienced consumer boycotts for pulling products made with Xinjiang cotton amid concerns over forced labor. In response, many of these brands have been hit by sanctions, with Chinese e-commerce platforms removing their stores and map apps removing their locations.

Xinjiang is a major cotton-producing region, known for its high-quality cotton. A 2022 U.S. federal report estimated that Xinjiang produced about 87% of China’s cotton and 23% of the global cotton supply in 2020 and 2021.

As the controversy continues, Uniqlo will likely face increasing pressure to navigate the complex political landscape surrounding Xinjiang cotton and human rights concerns.

Source

The post China Calls for Uniqlo Boycott Following CEO’s Xinjiang Cotton Statement appeared first on Journos News - Breaking News, World News, Top Stories, Todays Headlines and Flash Reports.