French footballer Kylian Mbappé faced swift and widespread backlash in China after comments he made regarding Mao Zedong surfaced online, illustrating the continuing sensitivity surrounding the legacy of the former Chinese leader and the challenges foreign figures face when engaging with the Chinese market.
The controversy erupted when a video clip circulated showing Mbappé referring to Mao as “some guy — I think he’s a Chinese dictator,” followed by a meme depicting Mbappé’s face superimposed on Mao’s body. This remark rapidly drew condemnation from Chinese netizens and media outlets. Within hours, several Chinese sponsors, including Mengniu Dairy, Shanghai Milkground, and energy drink maker Eastroc, severed ties with the Real Madrid forward. State broadcaster CCTV also removed Mbappé-related advertisements, and Chinese social media platforms restricted access to his accounts.
Mbappé issued an apology, describing his comment as “ill-judged” and expressing regret for offending Chinese people. La Liga, Spain’s top football league, which was temporarily suspended from Chinese state television’s schedule amid the fallout, also issued an apology, stating it deeply regretted the offense caused among Chinese fans. Real Madrid followed with an apology directed to the Chinese public.
The incident highlights the complex and often unpredictable nature of reputational risks in China, especially concerning sensitive political and historical topics. Analysts note that foreign individuals and brands operating in China are expected to demonstrate awareness of the country’s political sensitivities and cultural narratives. Despite previous episodes involving Western companies and celebrities—such as Dolce & Gabbana’s 2018 Shanghai fashion show cancellation and boycotts against H&M, Nike, and Adidas over Xinjiang cotton usage—the rapid response mechanisms involving social media outrage, corporate distancing, and official intervention remain a consistent pattern.
Chinese media generally avoided repeating Mbappé’s explicit commentary, with some outlets choosing not to translate the remark, leading to confusion among many internet users inside China, where the internet is heavily censored. This left some netizens questioning the basis for the backlash, underscoring the controlled nature of information flow on politically sensitive matters.
Mao’s legacy in China remains complex and contested. The Communist Party venerates him as the founding leader of modern China, despite acknowledging some of his policies, such as the Cultural Revolution, as mistakes. Public opinion is divided, with some younger generations reportedly expressing renewed interest in Mao’s idealistic vision, while others recall the devastating consequences of policies like the Great Leap Forward, linked to widespread famine and millions of deaths. Scholars caution that assessing genuine public sentiment is difficult due to censorship and limited independent research.
Officials from China’s foreign ministry acknowledged Mbappé’s apology and indicated that authorities would monitor the situation closely. Observers suggest that while the controversy may not be immediately resolved, there could be opportunities for Mbappé and related organizations to rehabilitate their image if they demonstrate appropriate understanding of China’s sensitivities moving forward.
The fallout also underscores the high stakes commercial interests involved; Mbappé reportedly generates tens of millions of dollars annually through endorsements in China, a market that demands careful navigation of political and cultural red lines. The episode reflects ongoing challenges faced by international figures balancing global careers with the expectations of one of the world’s most tightly controlled and politically sensitive markets.