Lululemon has issued an apology following a promotional yoga event on the Great Wall of China that inadvertently featured a Japanese taiko drum, sparking widespread criticism online. The Canadian activewear brand, known for its premium leggings, has been expanding rapidly in China and organized the festival in late May on a section of the wall near Beijing.
Event Details and Backlash
More than 2,000 people were invited to the event, which was promoted as a celebration of Chinese culture and wellness, according to state-run tabloid Global Times. Renowned Chinese actor Zhu Yilong was booked to perform. Zhu joined a drum group on the Great Wall for what was described as a traditional Chinese drum performance and posted a photo on Weibo, one of China's largest social media platforms, showing himself in front of a drum bearing the Lululemon logo.
Weibo users quickly accused the group of using a Japanese taiko drum instead of a Chinese dagu drum, calling it inappropriate and insulting. The drum discussion had garnered over 50 million views on Weibo by Monday, prompting Zhu's studio to demand a response from Lululemon.
Apology and Response
On Tuesday, Lululemon posted an apology to Zhu and the public on Weibo, stating that the event was "intended to unwaveringly pay tribute to Chinese culture." The company acknowledged its shortcomings: "Due to limitations in our professional knowledge, we were unable to identify potential controversies initially, and we fully recognize that we should be more cautious and thorough in the early planning and review process of the drum performances." Lululemon pledged to "learn profound lessons" and adopt "a more rigorous attitude" for future events. All content related to the drum performance has been removed from its website and social media. The Hiiko drum troupe that performed with Zhu also apologized.
Broader Implications
The incident highlights the risks Western brands face when expanding in China, where domestic political and cultural sensitivities can trigger backlash. In 2023, outdoor brand Arc'teryx apologized for a fireworks display in the Tibetan plateau that raised environmental concerns. In 2018, Dolce & Gabbana canceled a Shanghai fashion show after a promotional video depicting an Asian model struggling to eat Italian food with chopsticks was criticized as racist and trivializing Chinese culture.
