The rapid backlash against French football star Kylian Mbappe over a perceived insult to Mao Zedong underscores how little room for error remains for celebrities and global brands seeking to tap China’s lucrative market. Mbappe quickly apologized Tuesday, but criticism continued to spread across Chinese social media. Major mainland consumer brands severed ties with him, Chinese state television blocked his matches and some international sponsors removed posts featuring the athlete.
The episode highlights the mounting risks for international brands operating in China, where an offhand remark can quickly ignite consumer backlash. Shares of Mbappe sponsors On Holding, Eastroc Beverage Group and China Mengniu Dairy fell Tuesday as investors weighed the business impact of having a high-profile endorsement lose its value almost overnight in the world’s second-largest consumer market.
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