In a move that has sparked significant backlash, Swiss watchmaker Swatch issued an apology following a viral advertisement that portrayed a model pulling at the corners of his eyes, an action deemed reminiscent of the derogatory "slanted eye" stereotype associated with Asians. This ad ignited a storm of criticism across various Chinese social media platforms, leading to widespread demands for a boycott of Swatch products.
Swatch Faces Backlash Over Controversial Ad Featuring 'Slanted Eyes'
Swatch Faces Backlash Over Controversial Ad Featuring 'Slanted Eyes'
Swatch's recent advertisement provokes outrage among Chinese consumers, leading to calls for a boycott.
The company responded to the uproar by stating that it had recognized the concerns regarding the portrayal of the model and had taken the material down globally. "We sincerely apologize for any distress or misunderstanding this may have caused," Swatch emphasized in their statement, affirming their commitment to addressing the issue with gravity. However, this response has fallen short of placating the angry commenters, with many expressing their belief that the apology was merely an attempt to safeguard profits rather than a genuine acknowledgment of the offense caused. No shortage of sentiment was voiced on platforms like Weibo, where users articulated their disappointment, asserting that Swatch's insensitivity warranted a significant boycott.
Financially, Swatch is notably vulnerable to this backlash, as around 27% of its revenue is generated from the Chinese market, which includes Hong Kong and Macau. This demographic shift in consumer sentiment poses a challenge, especially in light of the company's already declining sales in China amid ongoing economic issues.
Historically, Chinese consumers have reacted strongly to perceived cultural insults, exemplified by previous high-profile boycotts of global brands like H&M and Nike in 2021, and a notable backlash against Italian brand Dolce & Gabbana in 2018 due to racially insensitive advertising. Such incidents highlight the growing assertiveness of Chinese consumers in defending their culture and prompting companies to be increasingly cautious in their marketing narratives.
Financially, Swatch is notably vulnerable to this backlash, as around 27% of its revenue is generated from the Chinese market, which includes Hong Kong and Macau. This demographic shift in consumer sentiment poses a challenge, especially in light of the company's already declining sales in China amid ongoing economic issues.
Historically, Chinese consumers have reacted strongly to perceived cultural insults, exemplified by previous high-profile boycotts of global brands like H&M and Nike in 2021, and a notable backlash against Italian brand Dolce & Gabbana in 2018 due to racially insensitive advertising. Such incidents highlight the growing assertiveness of Chinese consumers in defending their culture and prompting companies to be increasingly cautious in their marketing narratives.
