French soccer star Kylian Mbappe has triggered a swift backlash in China after remarks he made on a French talk show, prompting several Chinese brands to quickly end their endorsement deals with him.
One remark sets off a chain reaction
Mbappe described a meme character on the show as “a Chinese dictator,” a comment widely interpreted as a reference to Mao Zedong. The remark drew a rapid response from Chinese companies and state media.
Sponsors cut ties
Beverage maker Dongpeng, dairy company Mengniu and cheese maker Milkground all announced they were ending their endorsement agreements with Mbappe. China Media Group, the state broadcaster, suspended its broadcasts of LaLiga and content involving Mbappe.
Real Madrid and LaLiga move to contain the fallout
Real Madrid, the Spanish club where Mbappe plays, issued a statement emphasizing its deep respect for China, its history, its culture and its people. LaLiga president Javier Tebas met with China's ambassador to Spain. Mbappe himself apologized publicly, calling his comment ill judged and expressing sincere regret.
Part of a familiar pattern
The episode follows a string of similar incidents in which remarks or branding choices have drawn backlash in the Chinese market, including the NBA's Daryl Morey and his 2019 comments on Hong Kong, H&M's 2021 stance on Xinjiang cotton, and a 2026 controversy over Lululemon's use of Japanese taiko drumming at a Great Wall event. Analysts noted that LVMH has said similar controversies tied to the China market have weighed on its luxury division, whose organic revenue fell 5 percent at one point.
