Lead

Lululemon, the Canadian activewear brand, has issued an apology after a promotional event it held on the Great Wall of China mistakenly featured a Japanese drum, according to reports from The Guardian and the South China Morning Post. The company has since withdrawn related marketing content in China, acknowledging that it failed to identify potential cultural sensitivities.

Coverage Comparison

The incident was covered prominently by The Guardian and the South China Morning Post, both of which detailed the controversy and its aftermath. The Guardian, citing Chinese state-run tabloid Global Times, reported that more than 2,000 people attended the event, which was advertised as promoting Chinese culture and wellness. The South China Morning Post provided similar details, noting the event took place on a section of the Great Wall near Beijing on May 30.

Both sources agree on the core facts: Lululemon apologized, the drum was not a traditional Chinese instrument, and the controversy drew significant attention on social media. However, their reports carry slightly different emphases. The Guardian highlighted the broader risks for Western brands in China, while the South China Morning Post focused more on the technical misidentification of the drum, including quotes from percussion experts.

Key Claims

  • Apology and withdrawal: Both sources confirm that Lululemon issued an apology and removed its marketing video in China. According to The Guardian, the company said the event was "intended to unwaveringly pay tribute to Chinese culture" but admitted to a lack of professional knowledge in the early planning stages.
  • The drum's origin: Experts quoted by the South China Morning Post pointed out that the drum played by Chinese actor Zhu Yilong was a Japanese wadaiko, not a Chinese dagu. Xu Yang, a Beijing-based drum player, said the drum's appearance, performance format, and core elements categorized it as Japanese.
  • Event details: The event at the Great Wall featured top-tier actor Zhu Yilong and the mainland’s Fanxiang Drum Corp, according to the South China Morning Post. It was organized as a yoga festival for Lululemon’s brand promotion, and The Guardian reported the turnout exceeded 2,000 attendees.
  • Cultural sensitivity: Both sources note the deep symbolism of the Great Wall and the historical sensitivities between China and Japan. The South China Morning Post quoted Xu Yang, who said the choice touched "sorrowful memories" linked to the Japanese invasion of China during World War II. The Guardian also reported that Weibo users described the use of a Japanese drum as "insulting."

Perspectives

Company’s Response: Lululemon issued a formal apology to actor Zhu Yilong and the public, promised to adopt a more rigorous attitude for future events, and removed related content from its website and social media. The drum troupe that performed also apologized.

Public Reaction: Social media users in China expressed outrage, with debate topics gathering over 50 million views on Weibo. Calls for a response from the brand were prominent, and the event was widely described as "insulting" by weibo users.

Expert Opinion: Percussion experts quoted by the South China Morning Post provided a technical explanation, highlighting the visual and performance attributes that made the drum unmistakably Japanese. They stressed the potential to mislead the public and hurt national sentiment.

Analysis

This incident underscores the delicate balance Western brands must navigate when operating in China, where their actions and promotions are scrutinized through the lens of deeply entrenched cultural and historical sensitivities. As The Guardian noted, while Lululemon has grown rapidly in China, this event highlights the risks of acting without sufficient local knowledge. The company’s apology and the removal of the contentious content are steps toward mending the relationship, but the episode will likely serve as a cautionary replicator for other multinational corporations.