Memes, Mao and Mbappé: Chinese brands drop soccer star in fury over ‘dictator’ joke

Kylian Mbappé, one of the world's most popular athletes, has faced backlash from Chinese brands after a joke about a 'dictator' sparked fury over China's fervent nationalism. The Chinese social media platform Xiaohongshu has distanced itself from Mbappé, stating that its contract with him had ended after he appeared in a 2024 ad for the platform that went viral.

This incident highlights the importance of cultural sensitivity and nationalism in social commerce, particularly in China. Brands must be aware of the potential risks and consequences of partnering with influencers who may inadvertently offend certain groups or nations, and the impact this can have on their reputation and business in the region.