Lululemon has issued a public apology for using a Japanese drum during a promotional yoga event staged on China’s Great Wall, which triggered a social media firestorm.
The Canadian athleisure company said it failed to show cultural sensitivity for the event, which was held at the end of May and featured Chinese actor Zhu Yilong.
Critics said the instrument used at the event resembled a Japanese taiko drum, a barrel-shaped percussion instrument traditionally played with large sticks in ensemble performances.
The Chinese dagu, which was not used, is a broad category of traditional Chinese drums with distinct designs and performance styles.
“Due to limitations in our professional knowledge, we were unable to identify potential controversies,” Lululemon said.
It also said it “should have been more cautious and thorough,” and has removed “all related promotional content.”
While Lululemon did not specify the drum’s origin, the company emphasized that the event was intended to celebrate Chinese culture.
“We deeply value the feedback received and recognize that we should have been more thoughtful and sensitive in our planning and review process for the drum performance,” the statement continued.
“This has been a valuable learning for us, and we extend our sincerest apologies.”
The backlash reflects longstanding sensitivities in China toward Japanese cultural symbols, which can quickly become flashpoints online amid lingering tensions between the two countries.
As a result, symbols perceived as Japanese often draw heightened scrutiny in China, particularly during high-profile cultural events.
In a statement posted on Weibo, one of China’s largest social media platforms, Lululemon apologized to both Zhu and the public after criticism spread online.
The controversy erupted after online commentators questioned the origin of the drum used during the Great Wall event.
The issue gained wider attention after percussionist Xu Yang published a video analyzing the instrument, drawing additional scrutiny to the performance.
Crisis communications strategist Amore Philip said Lululemon’s apology was timely but may not fully address concerns in China.
“The speed was right. The language was wrong,” Philip told The Post, arguing that the company’s explanation that it lacked sufficient expertise risked making it appear “incompetent rather than accountable.”
Philip described the backlash as “a warning shot, not a death blow” for Lululemon’s China business, noting that the market remains one of the company’s fastest-growing regions.
The Great Wall controversy is the latest in a string of public-relations headaches for Lululemon.
Earlier this year, the company faced criticism after shoppers complained that its “Get Low” leggings were see-through, prompting a temporary sales pause and a 6.5% drop in its share price.
In 2024, Lululemon pulled its “Breezethrough” leggings after customers mocked the design online, while founder Chip Wilson sparked backlash the same year with comments criticizing the company’s DEI efforts.
Foreign brands operating in China and elsewhere often come up against cultural and political sensitivities that can quickly become flashpoints on social media.
Diplomatic tensions between China and Japan have also been running high in recent months. Beijing sharply criticized Japanese Prime Minister Sanae Takaichi after comments suggesting a Chinese attack on Taiwan could pose a direct threat to Japan’s security.
Chinese officials accused Tokyo of interfering in its internal affairs, while the remarks fueled concerns in Beijing that Japan was taking a more confrontational stance toward its regional rival.
Lululemon is not the first global brand to stumble into a cultural controversy in Asia.
Earlier this year, Starbucks apologized in South Korea after a marketing campaign was accused of invoking symbols associated with the 1980 Gwangju uprising, triggering a public backlash and the departure of a senior executive.
Last year, outdoor apparel brand Arc’teryx faced an online backlash after holding a fireworks event in Tibet.
The Post has sought comment from Lululemon.
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