Swatch Slanted Eye Ad China Backlash
- the Swiss watchmaker Swatch swiftly removed an advertisement and issued an apology after it sparked widespread outrage on Chinese social media platforms.
- Swatch acknowledged the "recent concerns regarding the portrayal of a model" in the advert in a post on both Instagram and Weibo on Saturday, confirming the promotional material...
- This incident is not isolated.Western brands have repeatedly faced criticism for advertisements deemed culturally insensitive or racist in China.
Swatch Apology Fails to Quell Boycott Calls Over ‘Racist’ Advertisement
Table of Contents
The Controversy Unfolds
the Swiss watchmaker Swatch swiftly removed an advertisement and issued an apology after it sparked widespread outrage on Chinese social media platforms. The ad featured a model making a gesture perceived as mimicking “slanted eyes,” which many users condemned as a deeply offensive and racist trope.The backlash highlights the increasing sensitivity surrounding cultural portrayal in advertising and the potential consequences for brands operating in the Chinese market.
Swatch acknowledged the “recent concerns regarding the portrayal of a model” in the advert in a post on both Instagram and Weibo on Saturday, confirming the promotional material had been deleted globally. The company stated, “We sincerely apologise for any distress or misunderstanding this may have caused.” However, this apology proved insufficient for many, with calls for a broader boycott of Swatch Group brands – including Blancpain, Longines, and Tissot – continuing to circulate online.
A Pattern of Offense: Brands and Cultural Sensitivity in China
This incident is not isolated.Western brands have repeatedly faced criticism for advertisements deemed culturally insensitive or racist in China. In 2018, Dolce & Gabbana faced a massive backlash after releasing videos depicting a Chinese model struggling to use chopsticks while eating Italian food. More recently, in 2023, Dior also drew condemnation for an advertisement featuring a model performing a similar “slanted eye” gesture. These recurring incidents underscore a critical need for brands to prioritize cultural understanding and sensitivity in their marketing strategies.
The ”slanted eye” gesture, in particular, carries a long history of being used to mock and demean people of Asian descent. Its appearance in advertising is seen as perpetuating harmful stereotypes and demonstrating a lack of respect for Asian cultures.
Economic Implications: China as a Key Market
China represents a crucial market for Swatch Group and many other luxury brands. Though, recent economic headwinds and shifting consumer preferences are creating challenges. In july, Swatch Group reported an 11.2% drop in net sales for the first half of the year, attributing the decline “exclusively” to weaker demand in China. This downturn adds further pressure on brands to navigate the complex cultural landscape and avoid missteps that could alienate consumers.
A Weibo user with over one million followers accused Swatch of “racism against Chinese” and called for regulatory intervention. Other users echoed this sentiment, expressing a loss of trust in the brand and vowing to boycott its products. One user commented, “The brand’s image has collapsed. (Swatch) thinks they can just apologise and salvage everything? it’s not that simple.”