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Lululemon Yoga Event on Great Wall of China Causes Japanese Drum Furor
Lululemon said 4 promotional videos were removed after the Great Wall event drew criticism for using a Japanese Taiko drum.
- On May 30, Lululemon organized a yoga festival on the Great Wall with more than 2,000 guests, but the event sparked backlash after viewers claimed a drum used during the performance resembled a Japanese Taiko instrument rather than a traditional Chinese Dagu.
- Anti-Japanese sentiment has simmered in China since the 20th-century Imperial Army occupation, making Japanese-linked symbols highly sensitive at a site with massive symbolic meaning like the Great Wall.
- Chinese percussionist Xu Yang criticized the brand as the controversy garnered more than 50 million views on Weibo by Monday, highlighting intense scrutiny brands face on the platform.
- On Tuesday, Lululemon issued sincere apologies, stating the event intended to pay tribute to Chinese culture, while the HIIKO Drum Troupe suspended all external promotion and use of the controversial drums.
- Western brands like H&M and Nike previously faced boycotts in China over cultural sensitivities, illustrating high stakes for companies operating in the country's tightly regulated internet environment under nationalist sentiment.
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Lululemon brought the wrong drum to an activation. It’s the latest brand to fumble as it looks to China for growth
When done right, brand activations can bring real-life awareness and connect a company with its customers. When done poorly, they can turn sour quickly, bringing the opposite effect to a brand—as activewear giant Lululemon recently discovered. On Friday, May 30, the Canadian retailer organized a massive yoga festival on China’s Great Wall as part of its move toward gaining share in the Chinese market. However, the event—which was meant to be a c…
·New York, United States
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Coverage Details
Total News Sources22
Leaning Left4Leaning Right3Center7Last UpdatedBias Distribution50% Center
Bias Distribution
- 50% of the sources are Center
50% Center
L 29%
C 50%
R 21%
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