Chinese brands drop Kylian Mbappé over controversial Mao remarks

Chinese dairy giant Mengniu, energy drink brand Dongpeng Beverage, and cheese producer Milkground are among the latest major brands to cut ties with French football star Kylian Mbappé over his controversial remarks regarding former Chinese leader Mao Zedong.

The commercial fallout escalated rapidly after Real Madrid’s initial response failed to appease public anger across mainland China.

The controversy was sparked by a recent podcast interview where Mbappé reacted to a meme superimposing his face onto that of Mao Zedong, referring to the former leader in derogatory terms as "some guy—I think he's a Chinese dictator." Clips of the discussion quickly went viral across Chinese social platforms, drawing fierce public backlash and triggering widespread consumer calls for commercial boycotts.

Shortly after the clips went viral online, Mengniu said on Tuesday that it would terminate its partnership with the football star immediately. "Regarding any words or actions that hurt the feelings of the Chinese people, Mengniu resolutely resists and has zero tolerance," said the statement.

Eastroc Beverage, the Chinese energy drink brand widely known as Dongpeng, also said in a statement on Tuesday: "Our firm stance is to oppose, and adopt a zero-tolerance approach to, any acts that hurt national sentiment. With immediate effect, we are ending all co-operation with Mbappé."

Meanwhile, other international and domestic sponsors, including luxury house Dior, luggage brand Rimowa, and Milkground, swiftly scrubbed promotional assets and campaign content featuring the forward.

The backlash also triggered a sweeping media blackout. China Central Television suspended broadcasts of La Liga matches featuring Mbappé and Real Madrid after rejecting the club's preliminary explanation as inadequate.

Digital platforms including China Media Group, Migu, and Dongqiudi removed highlights, match footage, and advertisements involving the player. On social media, Xiaohongshu restricted users from following Mbappé's profile or viewing his new posts, effectively freezing an account that had grown to over one million followers since its launch in April 2024.

Facing mounting pressure from state media and commercial partners, Mbappé issued a public apology on X, admitting his comments were ill-judged, offering his sincere regrets, and expressing deep respect for the Chinese people and their history.

"I apologise to everyone my words have upset. This was absolutely not my intention. I have deep respect for the Chinese people and their history, and I am sincerely sorry."

On the other hand, Real Madrid followed with an official statement apologising for any discomfort caused by the player's comments.

MARKETING-INTERACTIVE has reached out to Mengniu, Xiaohongshu, Dongpeng for a statement.

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