Online Backlash Over Japanese Drum at Lululemon's Great Wall Event
The activewear brand Lululemon has issued an apology following a promotional event held on the Great Wall of China that featured what appeared to be a Japanese drum, sparking significant controversy.
The Canadian-based company, renowned for its premium yoga apparel, has been rapidly expanding its presence in China. In late May, it organized a yoga festival on a section of the Great Wall near Beijing.
More than 2,000 participants were invited to join the event, which was promoted as a celebration of Chinese culture and wellness, according to the Chinese state-run tabloid Global Times. The event also featured the well-known Chinese actor Zhu Yilong.
Zhu Yilong participated in a drum ensemble on the Great Wall, described as a traditional Chinese drum performance. He shared a photo on his Weibo account, one of China's largest social media platforms, showing himself in front of one of the drums bearing the Lululemon logo.
Weibo users quickly criticized the group for using a Japanese taiko drum instead of a traditional Chinese dagu drum. Many commentators described the choice as inappropriate and offensive, as reported by the Global Times. Discussions about the drums had amassed over 50 million views on Weibo by Monday. Zhu’s studio subsequently urged Lululemon to address the controversy.
Lululemon's Response and Apology
On Tuesday, Lululemon issued a public apology to Zhu Yilong and the wider audience on Weibo, stating that the event was "intended to unwaveringly pay tribute to Chinese culture."
"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 of the drum performances."
The company committed to "learn profound lessons" and to adopt "a more rigorous attitude" for future events.
Following the backlash, Lululemon removed all content related to the drum performance from its website and social media channels. Additionally, the Hiiko drum troupe that performed alongside Zhu Yilong also issued an apology.
Context: Challenges for Western Brands in China
This incident underscores the challenges Western brands face when expanding in China, particularly regarding domestic political and cultural sensitivities.
Last year, the outdoor brand Arc’teryx faced criticism after a promotional fireworks display on the Tibetan plateau raised concerns about potential environmental damage.
The Canadian company, partially owned by China’s Anta Group, encountered boycott calls following a high-altitude show featuring extensive choreographed pyrotechnics and colored smoke along snow-capped Himalayan ridgelines.
In 2018, luxury brand Dolce & Gabbana also faced backlash after releasing a promotional video showing an Asian model attempting to eat Italian food with chopsticks. Social media users condemned the advertisement for trivializing Chinese culture and portraying Chinese women in a racist manner.
