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JapanCulture4 days ago

Lululemon issues China apology after Great Wall yoga event draws criticism

Lululemon has apologized after facing criticism in China for using a drum in a marketing campaign that resembled a Japanese taiko drum, amid heightened nationalistic sentiments. The incident highlights growing scrutiny on Western brands regarding cultural sensitivity in China.

Retail

Amid rising nationalism, Western brands face increased scrutiny over cultural sensitivity

A Lululemon store in Shanghai. China accounted for 16% of the Canadian activewear brand's group revenue in 2025. © Reuters

LORRETTA CHEN

June 17, 2026 13:35 JST

HONG KONG -- Canadian activewear brand Lululemon has issued a public apology after the use of a drum during a marketing campaign in China drew online backlash for the instrument's resemblance to a Japanese taiko drum.

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Source document: Reuters

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Nikkei AsiaIndependent🔒Center
Lululemon issues China apology after Great Wall yoga event draws criticism

Lululemon has apologized after facing criticism in China for using a drum in a marketing campaign that resembled a Japanese taiko drum, amid heightened nationalistic sentiments. The incident highlights growing scrutiny on Western brands regarding cultural sensitivity in China.

Bias read (Center): The article presents the situation factually without overtly favoring any side. It mentions the controversy and Lululemon's response but does not employ loaded language or emphasize one perspective over another.

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