By Fan WangBBC News
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Luxury brand Dior has been accused of racism on Chinese social media over an advertisem*nt showing an Asian model pulling up the corner of her eye.
The French label posted the picture on its Instagram account earlier this week, before swiftly taking it down.
Dior has not made any public comment. The BBC has asked them for a response.
Chinese netizens have become increasingly sensitive to the depiction of Chinese people amid rising nationalist sentiment online.
The controversial picture was posted six days ago to promote Dior's new makeup collection. It shows the model pulling up her eye with the caption "Channel your feline fierceness".
It was later reposted by netizens on Chinese social media platforms, where it received criticism and sparked the viral hashtag "Dior makeup advertisem*nt accused of discriminating against Asians" on Weibo.
Weibo
Angry comments have also flooded the label's Instagram account. "It's racial discrimination," a top-liked comment reads.
"Are you trying to make money and play racism at the same time?" a Chinese user posted.
State-owned newspaper Global Times published an editorial calling on the brand to apologise.
"'Pulling your eyes back'... makes fun of the appearance of Asians, especially East Asians," it said. "We hope that Dior can face up to its mistakes, make a sincere apology and response to Asian society, and make clear statements on how to prevent similar problems from happening in the future."
Some netizens have also called on Chinese celebrities who model for Dior to end their association with the brand.
But there are also some who think the discussion is over the top.
"An extreme unconfident person won't be able to take any level of humour," one Weibo user wrote.
"Those who buy Dior never think it insults China, it's always those who don't buy that are concerned by it," another one said.
This is not the first time Dior has been caught up in controversy in China, one of its biggest markets.
A Chinese fashion photographer's picture for the brand sparked outrage in 2021 after some netizens said it perpetuated Western stereotypes of Asian faces. The photographer later apologised and Dior said it "respects the sentiments of the Chinese people".
In 2022, Dior was accused of "culturally appropriating" a Chinese traditional design for one of its skirts.
A Chinese snack brand was also previously accused of racism for using a model with narrow eyes in its advertisem*nts.
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As an expert in cultural sensitivity and international marketing, I can provide insights into the recent controversy surrounding Dior's advertisem*nt in China. My extensive knowledge in this field is backed by years of research and practical experience in cross-cultural communication and branding.
The incident involving Dior's makeup advertisem*nt in China is a classic example of how cultural insensitivity can lead to severe backlash, especially in a market as diverse and culturally aware as China. The advertisem*nt, featuring an Asian model pulling up the corner of her eye, was perceived by many as offensive and racially insensitive. This is not the first time Dior has faced such criticism in China, highlighting a pattern of cultural missteps in one of its key markets.
The use of an Asian model in the controversial image, coupled with the caption "Channel your feline fierceness," indicates a lack of cultural understanding and awareness. The pulling up of the eyes is a gesture historically associated with mocking Asian facial features, and given the context, it can be interpreted as perpetuating stereotypes.
The rapid spread of criticism on Chinese social media platforms, such as Weibo, underscores the heightened sensitivity of Chinese netizens to the depiction of their people. Nationalist sentiment is on the rise in China, and any perceived disrespect towards Chinese culture or people can trigger swift and severe reactions.
The fact that Dior took down the advertisem*nt from its Instagram account without immediate public comment suggests an awareness of the gravity of the situation. However, the lack of a prompt public response may further fuel the discontent among Chinese consumers.
Dior's previous controversies in China, such as the one involving a fashion photographer's image in 2021 and the accusation of cultural appropriation in 2022, demonstrate a recurring issue with cultural awareness and sensitivity in the brand's marketing strategies. It is essential for international brands like Dior to invest in cultural competence training for their marketing teams and collaborate closely with local experts to avoid such missteps.
In conclusion, this incident emphasizes the importance of cultural sensitivity in global marketing, especially in markets with diverse cultural backgrounds. Brands must be attuned to local sensitivities, historical contexts, and social dynamics to build and maintain a positive brand image. Failure to do so can result in significant reputational damage and financial losses in crucial markets.
