Chinese brands Mengniu and Dongpeng drop Kylian Mbappé after Mao Zedong remarks spark backlash

Why the deals were terminated

Chinese dairy giant Mengniu and building materials company Dongpeng terminated their endorsement contracts with French footballer Kylian Mbappé after his remarks in a media interview were widely perceived as insulting to Mao Zedong and Chinese national sentiment. The backlash gained traction on Chinese social media and state-backed platforms, leading to immediate action from the brands.

State media and public reaction

China Central Television (CCTV), the state broadcaster, suspended its broadcasts of La Liga matches and removed content featuring Mbappé from its platforms. Chinese football forum Dongqiudi described Mbappé’s comments as "inappropriate" and "hurtful to the feelings of Chinese people," reflecting broader public sentiment.

Mao Zedong, the founding leader of the People’s Republic of China, remains a revered figure in the country. The Chinese Communist Party actively protects his legacy, and criticism of him is often met with strong resistance from both state media and the public. Historical events such as the Great Leap Forward and the Cultural Revolution, which are linked to Mao’s policies, are particularly sensitive topics.

Mbappé’s response

Kylian Mbappé has not publicly addressed the backlash or the termination of his endorsement deals in China. His silence contrasts with his past responses to controversies, including legal action against a French influencer and a kebab shop owner for using his name in a sandwich description.

Mbappé has previously been nicknamed "the dictator" by some media outlets due to his influence over football operations, a label he acknowledged in an interview with France Football. He expressed concern about the lack of political and human awareness reflected in the memes and jokes surrounding the nickname.

What this means

Lazyfounder analysis — our interpretation, not reported fact.

For global brands and athletes, this incident underscores the risks of navigating China’s market, where cultural and historical sensitivities are deeply intertwined with business decisions. Unlike Western markets, where public controversies may fade quickly, China’s state-backed media and public forums can amplify backlash, leading to rapid commercial fallout. Founders and operators targeting China must weigh the value of celebrity endorsements against the potential for reputational damage, particularly when dealing with figures whose public statements may not align with local values.

Key takeaways

• Brands operating in China must navigate cultural and historical sensitivities carefully, as public sentiment and state media reactions can directly impact business decisions.
• Endorsement deals in China are vulnerable to geopolitical and social controversies, even when the controversy originates outside the country.
• Silence from global figures during backlash can exacerbate tensions, particularly in markets with strong state-media influence.

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