Expanding your business to another country could be tricky. Cultural insensitive promotional campaigns could backfire and cause million dollars damage for your brand. Many brands have made the same mistake when they are trying to expand their business to Asia, especially China. A recent example is Dolce & Gabbana.
In November 2018, luxury fashion brand Dolce & Gabbana released a marketing campaign that angered the nation. The advertisement, as you can see below, shows a Chinese model attempting to eat a giant pizza with chopsticks. Not only it is full of sexually suggestive content, but also indicating Chinese people as lacking cultural refinement.
D&C has since apologized to the public following a immediate backlash. Nevertheless, the boycott was so bad that D&C was forced to cancel their Shanghai runway show, costing them millions.
Dolce & Gabbana apologized for company co-founder’s anti-China Slur.