World Desk, AnyTV, Beijing
Published by: Harendra Chaudhary
Updated Mon, 07 Mar 2022 03:39 PM IST
Summary
Market analysts say that even this small group numbers in the millions and hence companies come under pressure. For this reason, last November, Chinese photographer Chen Mann had to apologize. Prior to this, the fashion house for which he had photographed was accused of presenting Chinese models from a Western perspective on social media.
The changing understanding of what is acceptable and unacceptable in China has become a major dilemma, especially for cosmetic companies. What is acceptable there and what will create a ruckus, especially for foreign companies, it has become very difficult to predict. According to a report by the website NikEasia.com, such controversies often arise on social media, no one can predict when a company may be surrounded by it.
Chris Chen, creative officer of advertising agency Dentsu China, has said – ‘I do not want the brand we work for, to get into any public trouble. That’s why we always have to keep an eye on public reactions, so that we don’t cross the Lakshman Rekha. Recently, there was a big controversy over an advertisement of a snack manufacturing company. His Chili Jelly Noodles advert had social media users furious over the appearance of a Chinese female model. He alleged that the depiction of the model’s eyes showed Western prejudices.
Chinese companies are worried
Within a few days of the release of this advertisement, the hashtag ‘Insult to China’ started trending on Twitter-like Chinese microblogging site Weibo. Users described the model’s presentation as an indicator of discriminatory attitudes towards Chinese women. Eventually the company had to remove that advertisement. Most of the people were surprised by this controversy because the company concerned is a Chinese domestic company. The advertising company is also from China. The model shown in it is also from China.
Referring to this incident, Chris Chen said- ‘Many people are of the opinion that the youth of China have become very sensitive. However this does not apply to everyone. Many people are of balanced mind. In fact, there is a small group on social media that sparks debate online. China is a country with a large population. If there are 20 lakh such people on social media here, it is a small thing. But a message goes out that all Chinese think the same way.
Photographer apologizes
But market analysts say that even this small group numbers in the millions and therefore puts companies under pressure. For this reason, last November, Chinese photographer Chen Mann had to apologize. Prior to this, the fashion house for which he did photography was accused of presenting Chinese models from a Western perspective on social media. Chen’s photography style was also criticized by social media users.
According to the website Nikkei Asia, there have been many cases in which business houses have been caught in big trouble due to the reactions of social media. A similar controversy erupted in 2018 over a video by luxury brand Dolce & Gabbana. In it, a Chinese model was shown eating Italian food with chopsticks. The result of the dispute over him was that the brand ambassador of the company had to break his contract.
Expansion
The changing understanding of what is acceptable and unacceptable in China has become a major dilemma, especially for cosmetic companies. What is acceptable there and what will create a ruckus, especially for foreign companies, it has become very difficult to predict. According to a report by the website NikEasia.com, such controversies often arise on social media, no one can predict when a company may be surrounded by it.
Chris Chen, creative officer of advertising agency Dentsu China, has said – ‘I do not want the brand we work for, to get into any public trouble. That’s why we always have to keep an eye on public reactions, so that we don’t cross the Lakshman Rekha. Recently, there was a big controversy over an advertisement of a snack manufacturing company. His Chili Jelly Noodles advert had social media users furious over the appearance of a Chinese female model. He alleged that the depiction of the model’s eyes showed Western prejudices.
Chinese companies are worried
Within a few days of the release of this advertisement, the hashtag ‘Insult to China’ started trending on Twitter-like Chinese microblogging site Weibo. Users described the model’s presentation as an indicator of discriminatory attitudes towards Chinese women. Eventually the company had to remove that advertisement. Most of the people were surprised by this controversy because the company concerned is a Chinese domestic company. The advertising company is also from China. The model shown in it is also from China.
Referring to this incident, Chris Chen said- ‘Many people are of the opinion that the youth of China have become very sensitive. However this does not apply to everyone. Many people are of balanced mind. In fact, there is a small group on social media that sparks debate online. China is a country with a large population. If there are 20 lakh such people on social media here, it is a small thing. But a message goes out that all Chinese think the same way.
Photographer apologizes
But market analysts say that even this small group numbers in the millions and therefore puts companies under pressure. For this reason, last November, Chinese photographer Chen Mann had to apologize. Prior to this, the fashion house for which he did photography was accused of presenting Chinese models from a Western perspective on social media. Chen’s photography style was also criticized by social media users.
According to the website Nikkei Asia, there have been many cases in which business houses have been caught in big trouble due to the reactions of social media. A similar controversy erupted in 2018 over a video by luxury brand Dolce & Gabbana. In it, a Chinese model was shown eating Italian food with chopsticks. The result of the dispute over him was that the brand ambassador of the company had to break his contract.