China's Red Lines: Mbappé & Hello Kitty Apologize

French soccer star Kylian Mbappé and Hello Kitty creator Sanrio both issued apologies this week after angering Chinese fans. Mbappé's apology came after a video circulating showed him commenting on a meme featuring Mao Zedong. This reference to the former Chinese leader, still revered despite a controversial legacy, ignited a firestorm on Chinese social media. Brands and state media reacted swiftly, severing ties and halting broadcasts involving the athlete.

Sanrio faced similar backlash for merchandise featuring its characters in outfits from a Japanese spy drama criticized by Chinese state media as anti-Chinese. The collaboration was lambasted for depicting Chinese agents torturing Japanese spies. Sanrio subsequently announced it was discontinuing the collaboration, citing expressions inconsistent with its corporate values and receiving significant feedback.

These incidents follow a pattern of foreign brands and celebrities issuing deferential apologies and retracting content to appease Chinese consumers. Numerous companies, including Dolce & Gabbana and H&M, have faced similar controversies involving geopolitical or historical sensitivities. Accessing China's immense market often outweighs these risks, though repercussions for missteps can be severe and long-lasting, as seen with Dolce & Gabbana and the NBA.