Lululemon, the Canadian activewear brand known for its premium leggings, has issued an apology after a promotional event on the Great Wall of China inadvertently featured a Japanese drum, triggering widespread online criticism.
Event Details
The company organized a yoga festival on a section of the Great Wall near Beijing in late May, inviting over 2,000 participants. The event was promoted as a celebration of Chinese culture and wellness, with Chinese actor Zhu Yilong performing.
According to the state-run Global Times, Zhu joined a drum group for what was described as a traditional Chinese drum performance. He posted a photo on Weibo showing himself in front of a drum bearing the Lululemon logo.
Online Backlash
Weibo users quickly pointed out that the drum was a Japanese taiko instrument, not a Chinese dagu drum. Many deemed the mistake inappropriate and insulting. Discussions on the drum controversy garnered over 50 million views by Monday, prompting Zhu's studio to demand a response from Lululemon.
Apology Issued
On Tuesday, Lululemon posted an apology on Weibo, stating the event was "intended to unwaveringly pay tribute to Chinese culture." The company acknowledged its lack of expertise, saying, "Due to limitations in our professional knowledge, we were unable to identify potential controversies initially, and we fully recognise that we should be more cautious and thorough in the early planning and review process."
Lululemon pledged to "learn profound lessons" and adopt "a more rigorous attitude" for future events. It has since removed all drum-related content from its website and social media. The Hiiko drum troupe that performed with Zhu also apologized.
Broader Implications
The incident underscores the risks Western brands face when expanding in China, where cultural and political sensitivities are paramount. In 2023, outdoor brand Arc'teryx apologized for a fireworks display in Tibet that raised environmental concerns. In 2018, Dolce & Gabbana canceled a Shanghai show after a controversial ad depicting an Asian model struggling to eat Italian food with chopsticks was criticized as racist.
