French football icon Kylian Mbappe has issued a public apology following a significant controversy in China involving a comment about a meme of Mao Zedong, the founder of the People's Republic of China. The incident, which has sparked widespread national indignation, has resulted in the swift termination of several lucrative endorsement deals, underscoring the precarious nature of maintaining high-profile partnerships within the world's second-largest consumer market.
The fallout began after Mbappe made a remark concerning a meme featuring the former Chinese leader. In response, several prominent Chinese brands—including Dongpeng, Mengniu, and Milkground—abruptly ended their contractual agreements with the player. These companies stated that their decisions were driven by a firm opposition to any words or actions deemed detrimental to national sentiment. The controversy has also reverberated through financial markets, with shares of On Holding AG, Eastroc Beverage Group, and China Mengniu Dairy Co. experiencing a decline on Tuesday as investors sought to quantify the impact of a sudden erosion in brand value.
In his public apology, the World Cup-winning striker characterized his previous comment as ill-judged and emphasized his respect for the Chinese people and their historical narrative. Despite his attempt to mitigate the damage, it remains unclear whether the apology will be sufficient to reverse the termination of his brand partnerships or fully quell the intense online criticism currently unfolding across Chinese social media platforms.
This episode serves as a stark reminder of the unique risks international brands and global celebrities face when operating in China. The country’s consumer base is known to react sharply to perceived slights against figures or symbols held in high national regard. Market analysts suggest that such incidents can lead to sudden boycotts, the removal of promotional materials, and the immediate severing of corporate ties, all of which pose significant challenges for multinational entities and their high-profile ambassadors.
The challenges faced by Mbappe are not unprecedented. Numerous global brands have previously navigated similar crises in the Chinese market. Fashion house Dolce & Gabbana famously faced intense backlash in Shanghai after an advertising campaign was perceived to mock Chinese cultural traditions. Similarly, Swiss watchmaker Swatch was forced to issue an apology in 2025 after an advertisement featuring a model in a pose that was widely interpreted as a racist caricature of Asian features.
Political sensitivities have also proven to be a recurring flashpoint for international organizations. In 2019, luxury brands Coach and Givenchy faced domestic boycotts after products were found to label Hong Kong and Taiwan as independent countries rather than territories of the People's Republic of China. Furthermore, automotive giant Mercedes-Benz issued a formal apology after an Instagram post quoted the Dalai Lama alongside one of its vehicles, drawing the ire of Chinese officials and consumers alike.
Perhaps the most prominent example of this corporate vulnerability is the experience of the NBA. In 2019, a tweet from a Houston Rockets official supporting pro-democracy protests in Hong Kong led to an 18-month blackout of NBA games on China's state broadcaster, CCTV. The incident effectively halted the league's pre-season touring in the country for six years, a suspension that only recently concluded. As the current situation with Mbappe continues to develop, industry observers are closely monitoring whether this incident will lead to more stringent vetting processes for global brands operating in China.
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