After Mercedes, Gucci Faces Controversy Over Asian Disparaging Ad in China

[Asia Economy Reporter Jo Yoo-jin] Following Germany's Mercedes-Benz, Italian fashion brand Gucci is facing criticism in China for featuring a model with emphasized slanted eyes in its advertisement.

China's state-run media Global Times reported on the 29th that Gucci used a model with light eyebrows, slanted eyes, and prominent cheekbones in an online advertisement for its popular handbag product, the 'Bamboo Series,' which was released online on the 10th.

Gucci Tweet Account Capture

On Gucci's Chinese social media account Weibo, only close-up photos of the bag without the model were used, whereas on its Twitter account, photos featuring both the model and the bag were shown.

Chinese netizens criticized, saying, "Gucci treating Chinese consumers differently from Western consumers clearly shows a sense of guilt," and added, "This behavior means Gucci is aware that it has presented a 'Western-style Asian appearance' that will anger Chinese consumers."

A Beijing citizen told the newspaper, "This controversy does not mean anything about the model's appearance or that we reject bold or innovative fashion styles," and pointed out, "The problem is that this advertisement embodies Western stereotypes about Asians."

Zhou Wei, Deputy Director of the Media Law Research Center at China University of Political Science and Law, remarked, "Just as the derogatory term 'nigger' is not used in Hollywood films to demean Black people, Western society is well aware of our taboos but does not intend to address them."

Earlier, German automobile company Mercedes-Benz featured an Asian model with slanted eyes in an advertisement with Chinese snack company Three Squirrels, but after receiving fierce criticism from netizens, the advertisement was deleted.

(Photo by SCMP)

French luxury brand Dior also released an advertisement photo at the Lady Dior exhibition held in Shanghai last month, featuring an Asian model wearing smoky eye makeup and traditional Qing Dynasty attire, holding a Dior luxury bag and staring intensely at the camera. However, after negative public opinion arose claiming it demeaned Chinese women, the photo was deleted and an apology was issued.

This content was produced with the assistance of AI translation services.