Lululemon Athletica Inc. has issued an apology following a yoga event staged on China's Great Wall that sparked intense scrutiny over the alleged use of a Japanese drum. The Canadian athleisure company, which has experienced rapid growth in China, hired actor Zhu Yilong to perform at the promotional event in late May.
In a statement on Weibo, one of China's largest social media platforms, Lululemon apologized to both Zhu and the general public after accusations surfaced that the instrument used was Japanese. The company acknowledged its shortcomings, stating, 'Due to limitations in our professional knowledge, we were unable to identify potential controversies.'
Lululemon added that it 'should have been more cautious and thorough' and has removed all related promotional content. The incident comes amid heightened diplomatic tensions between China and Japan, following comments by Japanese Prime Minister Sanae Takaichi regarding Taiwan that have fueled Beijing's claims of increased belligerence from its neighbor.
Cultural Sensitivity Risks for Foreign Brands
The Great Wall controversy highlights the risks foreign brands face when promoting products in China's fast-moving social media landscape, which is fraught with cultural and political sensitivities. Last year, a similar backlash occurred when Arc'teryx, part of U.S.-listed Amer Group with a major stake held by China's Anta, held a fireworks event in Tibet, sparking online outrage.
'Chinese consumers are just very hypersensitive,' said Shaun Rein, managing director of the China Market Research Group, noting that Lululemon relies heavily on its China operations. The company is one of several activewear brands that have enjoyed rapid growth, contrasting with Nike's recent struggles. Lululemon's mainland China net revenues rose 29 percent to US$1.8 billion in the year ending January, more than quadrupling since 2021. The company has stated its intention to 'continue to invest in mainland China.'
Details of the Apology and Public Reaction
The controversy drew specific attention from percussionist Xu Yang, who posted a video analyzing the drum. In its apology, Lululemon did not specify the drum's origin but said the Great Wall event was 'grounded in a commitment to honouring Chinese culture.' The company added, 'We deeply value the feedback received and recognize that we should have been more thoughtful and sensitive in our planning and review process for the drum performance. This has been a valuable learning for us, and we extend our sincerest apologies.'
On Weibo, users expressed sympathy for actor Zhu, with many using the idiom 'wu wang zhi zai,' meaning an unexpected calamity or undeserved bad luck. Separately, last month Lululemon agreed to overhaul its board as part of a peace deal with founder and largest active shareholder Chip Wilson, who has long criticized the company's underperformance since leaving the board in 2015. Shares have fallen 45 percent in New York this year amid rising competition, quality control issues, and a pullback in consumer spending.
