Swiss watchmaker Swatch has found itself in hot water after a recent advertising campaign in China drew accusations of racial insensitivity. The campaign, which featured models with exaggerated 'slanted eyes', has been widely criticised on Chinese social media for reinforcing negative stereotypes about Asian features.
The Controversial Campaign
The advert, promoting Swatch's new collection, showed models pulling their eyelids back to create a slanted eye appearance - a gesture many consider offensive in Asian cultures. The imagery quickly went viral on Chinese platforms like Weibo, where users expressed outrage at what they saw as racial caricature.
Public Backlash
Thousands of comments flooded social media, with one user stating: 'This isn't fashion - it's racism disguised as art.' Another wrote: 'How could a global brand be so culturally tone-deaf in 2024?' The backlash comes amid growing sensitivity in China about Western portrayals of Asian features.
Brand Response
Swatch has yet to issue an official apology but sources close to the company suggest the campaign has been quietly pulled from Chinese platforms. Marketing experts warn this incident could damage Swatch's reputation in one of its most important markets.
Historical Context
This isn't the first time Western brands have faced criticism in China over racial imagery. Several high-profile companies have previously withdrawn campaigns after similar accusations of cultural insensitivity.
