YOGA-WEAR brand Lululemon has issued an apology after social media users in China criticised the use of an instrument resembling the Japanese-style taiko instead of a traditional Chinese drum during a promotional event on the Great Wall.
The Canadian company admitted this week on Weibo that it had failed to identify potential controversy during the event-planning stage, according to reports. It said all content related to the campaign had been removed.
Images of the drum used at the yoga festival attended by some 2,000 people in May sparked a furore. Chinese actor Zhu Yilong took part in the performance featuring Lululemon’s logo on a red drum positioned on one of the Great Wall’s towers, The Financial Times reported.
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The use of the drum was described by social media users as culturally insensitive and comes amid an uptick in geopolitical tensions with neighbouring Japan.
Media reports identified Beijing Aodewang as the agency at the centre of coordinating the event. Aodewang also issued an official apology stating it had selected the drum troupe in good faith as it was considered a traditional Chinese cultural group and had previously appeared on state media.
Market analysts say China is a strong market for Luluemon as the demand for yoga apparel and athletic-wear fashion grows. Short-term sales were unlikely to be affected, but the brand may face challenges when attempting a similar large-scale event in China.
Main image… The athleisure-wear’s store in Saniltun, Beijing, is the brand’s largest in China
