Swatch Under Fire: Backlash Over Controversial "Slanted Eyes" Advertisement

Following a public outcry over a controversial advertisement that was deemed racially insensitive, Swatch has retracted the ad and issued an apology. Social media backlash in China has intensified, highlighting ongoing tensions between multinational brands and cultural sensitivities.

Amidst a growing backlash from Chinese consumers, Swiss watchmaker Swatch has retracted an advertisement that featured a model pulling at the corners of his eyes, an action perceived as reminiscent of the derogatory "slanted eye" stereotype historically used to mock people of Asian descent. The ad quickly went viral on social media platforms, igniting a call for a boycott of Swatch products within China.

In response to the uproar, Swatch issued a statement expressing regret, indicating that it "sincerely apologizes for any distress or misunderstanding this may have caused." The company emphasized it views this matter seriously and has immediately removed all materials related to the advertisement globally. However, this gesture did little to alleviate the discontent among critics. Many took to Weibo, voicing their frustration, with sentiments suggesting that the apology was more about protecting profits than acknowledging the entrenched issues of racism.

One user noted, "You can apologize, but I will not forgive," illustrating the anger felt by many. Another added, "We would be spineless if we don't boycott it out of China," shedding light on the larger cultural implications at play. Currently, about 27% of Swatch's revenue is derived from markets in China, Hong Kong, and Macau. Despite this, the company has faced declining sales in recent years, attributed to ongoing economic challenges in the country.

This incident is not isolated; it echoes previous boycotts organized by Chinese consumers against international brands perceived to disrespect cultural values. Notable examples include widespread protests against fashion giants like H&M, Nike, and Adidas over allegations related to human rights in Xinjiang province, and backlash against Uniqlo and Dolce & Gabbana due to culturally insensitive campaigns. As multinational corporations navigate the complexities of global markets, the expectation for cultural sensitivity remains at the forefront of consumer values.