Chinese Brands Sever Ties with Mbappé Amid Growing Backlash Over Controversial Meme Remark

Kylian Mbappé, the French football star, has seen several major Chinese sponsors pull their support after a comment that sparked outrage on social media. The athlete is reported to have said his "favourite meme" is "the one where they put my face on a Chinese dictator," a remark that quickly ignited a wave of criticism in China.

Within days of the remark surfacing online, prominent Chinese retailers and apparel companies announced the termination of their endorsement deals with Mbappé. The companies, which have not been named in the original report, cited a need to align with "public sentiment" and to avoid further controversy. Analysts note that the loss could affect the player's earnings by millions of dollars, given the size of the Chinese consumer market.

The incident underscores the heightened sensitivity of Chinese brands to political references involving the country's historical figures. In recent years, multinational corporations have faced similar challenges when a celebrity's statement or an advertising campaign is perceived as disrespectful toward Chinese symbols or leaders. The swift response from the firms involved reflects a broader trend of risk‑averse brand management in a market where public opinion can be rapidly mobilised through platforms such as Weibo and WeChat.

Experts say the backlash also highlights the delicate balance international athletes must strike when engaging with global audiences. While Mbappé's comment was likely intended as a light‑hearted joke, the reference to a Chinese dictator—most commonly associated with Mao Zedong—touches a historical wound that remains highly politicised. The episode may prompt sports agencies and athletes to adopt stricter guidelines for public statements, especially when they touch on politically charged topics.

Neither Mbappé nor his representatives have issued a formal apology as of the latest reports, though his management team is reportedly in talks with the affected brands to explore possible reconciliation. Observers suggest that any future partnership attempts will require a clear demonstration of cultural awareness and perhaps a public clarification of the intent behind the original comment. The situation remains fluid, and the outcome could set a precedent for how global sports figures navigate the complex landscape of Chinese public opinion.