What's happened
Brands in China have ended sponsorships with Kylian Mbappé after a video circulated showing him joking about a Chinese dictator. Dongpeng, Mengniu and others say they oppose anything that hurts national sentiment; Mbappé faces a broader fallout as ads featuring him disappear from public spaces.
What's behind the headline?
Analysis
- The story reveals how quickly brand partnerships can be severed when public sentiment in a major market shifts.
- The meme controversy has exposed the risk of global marketing campaigns that rely on a single, highly visible celebrity.
- Expect more Chinese brands to reassess international endorsements that may trigger domestic backlash.
- This could affect Mbappé’s commercial strategy in Asia, pressuring him to temper future remarks.
- Foresee a dampening of cross-border sponsorships in the near term as firms prioritize national sentiment over global reach.
How we got here
The issue centers on a video in which Mbappé refers to a meme of him superimposed on Mao Zedong. Chinese sponsors had previously used Mbappé in ads during the World Cup season. The split follows months of his high-profile presence in China and a social-media storm that branded him a dictator in memes.
Our analysis
The Guardian reports on the brand terminations and the Mao meme controversy; The Japan Times and Independent provide corroboration of the timeline and the statements. AP News adds context on the social-media reaction; France 24 notes the same statements from Dongpeng and Mengniu.
Go deeper
- Why did advertisers react now, and what does this mean for Mbappé's marketability in Asia?
- Will other sponsors follow suit or move to reposition Mbappé in China?
- What are the legal or contractual implications for existing deals?
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Mao Zedong - Former Chairman of the People's Republic of China
Mao Zedong, also known as Chairman Mao, was a Chinese communist revolutionary who became the founding father of the People's Republic of China, which he ruled as the chairman of the Communist Party of China from its establishment in 1949 until his death i
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Beijing - Capital of China
Beijing, alternatively romanized as Peking, is the capital of the People's Republic of China. It is the world's most populous capital city, with over 21 million residents within an administrative area of 16,410.5 km².
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Harry Kane - Footballer
Harry Edward Kane MBE is an English professional footballer who plays as a striker for Premier League club Tottenham Hotspur and captains the England national team. He has been selected for the PFA Team of the Year four times.
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Kylian Mbappé - French footballer
Kylian Mbappé Lottin is a French professional footballer who plays as a forward for Ligue 1 club Paris Saint-Germain and the France national team.
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People's Republic of China - Country in East Asia
China, officially the People's Republic of China, is a country in East Asia. It is the world's most populous country, with a population of around 1.4 billion in 2019.