斯沃琪因中國市場「斜眼」廣告道歉

Swatch, a well-known Swiss watchmaker, recently found itself in the middle of a controversy in China after releasing an advertisement that many people found offensive. The ad featured a model pulling the corners of his eyes, a gesture that has historically been used to mock Asians by exaggerating the shape of their eyes. This gesture is considered racist and hurtful, and it quickly sparked outrage among Chinese social media users. As the ad went viral, calls for a boycott of Swatch products grew louder, with many people expressing their anger and disappointment online. Swatch responded to the backlash by issuing a public apology. The company said it had 'taken note of the recent concerns regarding the portrayal of a model' and added, 'We sincerely apologize for any distress or misunderstanding this may have caused. ' Swatch also announced that it had removed all related materials worldwide, showing that it was taking the matter seriously. Despite the apology, many critics remained unsatisfied. Some social media users accused Swatch of caring only about its profits and not truly respecting Chinese people. One user wrote, 'You can apologise, but I will not forgive. ' Another said, 'They make money from us and still dare to discriminate against Chinese people. We would be spineless if we don't boycott it out of China. '

The controversy is significant because Swatch relies heavily on the Chinese market. About 27% of Swatch's revenue comes from China, Hong Kong, and Macau. However, the company has been facing declining sales in China due to the country's economic slowdown. Swatch also produces other famous watch brands like Omega, Longines, and Tissot, which are popular around the world. The incident with the ad highlights the importance of cultural sensitivity for global companies, especially when operating in markets where consumers are quick to react to perceived insults.

This is not the first time Chinese consumers have organized boycotts against international brands. In 2021, there was a boycott against fashion giants like Nike and Adidas after they expressed concerns about alleged human rights abuses in Xinjiang province. Last year, some people stopped shopping at the Japanese clothing store Uniqlo after the company made comments that upset Chinese customers. In 2018, the Italian fashion house Dolce & Gabbana faced a major backlash after posting videos that showed a Chinese model struggling to eat Italian food with chopsticks. Many people felt the ad was racist and portrayed Chinese women in a negative way. As a result, Dolce & Gabbana's products were removed from stores, and the brand lost favor in China. These incidents show that Chinese consumers are willing to take action when they feel their culture is being disrespected. Companies that want to succeed in China must be careful to avoid making similar mistakes and should strive to understand and respect local customs and values.

The Swatch controversy serves as a reminder to all international brands about the importance of cultural awareness. In today's connected world, a single advertisement can quickly become a global issue, and companies must be prepared to respond thoughtfully and respectfully. Swatch will need to work hard to rebuild its reputation in China and regain the trust of its customers. The incident also highlights the power of social media in shaping public opinion and influencing business decisions. As more people use social media to share their views, companies must pay close attention to how their actions are perceived and be ready to address concerns quickly and sincerely.