Swatch Apologizes After 'Slanted Eyes' Ad Sparks Outrage in China
Swiss watchmaker Swatch has withdrawn an advertisement deemed racist by Chinese social media users, apologizing after backlash over a model's gesture mocking Asian features.
Swiss watchmaker Swatch has issued an apology and withdrawn a controversial advertisement after Chinese social media users accused it of mocking Asian features.
The ad showed a model stretching the corners of his eyes, a gesture widely criticized as an offensive "slanted eyes" stereotype.
As the image circulated online, calls to boycott Swatch grew, with many users demanding a deeper response than a simple apology.
"We sincerely apologize for any distress or misunderstanding caused," the company said Saturday, confirming it had removed the ad worldwide.
However, the apology did little to quell criticism. On Weibo, one user wrote: "You can apologize, but I will not forgive," while another called for a domestic boycott to protect national dignity.
China, Hong Kong and Macau account for about 27% of Swatch's revenue, yet the brand has faced slipping sales amid the country's economic slowdown, Reuters reports.
Growing Boycott Culture
This incident joins a series of consumer-led boycotts in China over perceived cultural insults. In 2021, brands like H&M, Nike and Adidas faced boycotts after criticizing human rights issues in Xinjiang. Similar actions targeted Uniqlo in 2022 and Dolce & Gabbana in 2018.
The swift backlash illustrates the rising influence of Chinese consumers in defending cultural respect and holding foreign brands accountable.
This topic was reported by BBC News.
Explore useful articles in World News as of 18-08-2025. The article titled " Swatch Apologizes After 'Slanted Eyes' Ad Sparks Outrage in China " offers in-depth analysis and practical advice in the World News field. Each article is carefully crafted by experts to provide maximum value to readers.
The " Swatch Apologizes After 'Slanted Eyes' Ad Sparks Outrage in China " article expands your knowledge in World News, keeps you informed about the latest developments, and helps you make well-informed decisions. Each article is based on unique content, ensuring originality and quality.