Lululemon Apologizes After Using Japanese-Style Drum at Chinese Cultural Yoga Event on Great Wall
By
Mary Whitfill Roeloffs
Summary
Lululemon faced backlash in China after staging a yoga event on the Great Wall featuring actor Zhu Yilong, where a traditional drum performance used an instrument that resembled a Japanese taiko drum rather than a Chinese one. The incident sparked cultural sensitivity accusations, highlighting the challenges foreign brands face in navigating Chinese cultural identity and nationalism. Despite declining sales in America, Lululemon's popularity in China has been a key market for the company.
Source
bskyLululemon Apologizes After Using Japanese-Style Drum at Chinese Cultural Yoga Event on Great Wallforbes.comKey quotes
· 3 pulledLululemon staged a yoga event on the Great Wall with well-known Chinese actor Zhu Yilong on May 30 and the event, advertised as promoting Chinese culture and wellness.
Yilong joined a musical group on stage for what was described as a traditional Chinese drum performance but after the actor posted a picture of himself with one of the instruments, with the Lululemon logo front and center, he and the company were swiftly hit with backlash because the drum resembled a Japanese taiko drum rather than a Chinese one.
Popularity in China has kept Lululemon afloat despite declining American sales.
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