Full Breakdown
Mbappé’s Mao Meme Triggers Chinese Backlash and Commercial Fallout
By Drooid · · How we work
In this breakdown
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Background: Sensitivities Around Mao in China
Mao Zedong, the founder of the People’s Republic of China, remains a highly respected figure in official Chinese discourse. Public jokes or perceived insults about him are considered taboo and can provoke strong reactions from both the state and the public. This cultural context frames the response to a video clip in which French soccer star Kylian Mbappé described a meme showing his face superimposed on “a Chinese dictator,” an image widely identified as Mao.
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Immediate Fallout: Brand Terminations and Broadcast Suspensions
After the clip circulated on the French talk show *The Bridge*, several Chinese companies announced the end of their endorsement agreements with Mbappé. The Chinese Football Association lodged a formal protest with Real Madrid, demanding an apology from both the player and the club.
State broadcaster China Media Group suspended broadcasts of La Liga matches and removed advertisements featuring Mbappé. CCTV also halted airing of games involving the French forward. Social-media platforms Xiaohongshu and Weibo froze his accounts, posting notices that the accounts violated community guidelines.
Visual evidence
Images from the story
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Official Statements & Responses
The China Football Association reiterated its opposition to remarks that upset Chinese fans. La Liga issued an apology, stating the comments were made in a personal capacity and do not represent the league, and announced plans to develop a communication protocol for players and clubs.
Real Madrid declined to comment publicly on the incident. Other multinational partners, such as Swiss sneaker company On Holding and hotel chain Accor, have not confirmed their future relationship with the player.
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Data & Statistics
The controversy impacted the market values of two Chinese sponsors. Shares of Eastroc Beverage Group fell as much as 4.1 % on the Shanghai exchange, while Mengniu’s Hong Kong-listed shares dropped around 3 % following the termination announcements.
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On-the-Ground Reactions
Chinese netizens flooded the micro-blogging platform Weibo with trending topics such as “Dongpeng ends partnership with Mbappé” and “Football fans boycott Mbappé.” Posts ranged from calls to blacklist the player to expressions of disappointment that he “doesn’t realize he was wrong.” The hashtag “Football fans boycott Mbappé” ranked among the top trends, reflecting widespread public disapproval.
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Verbatim Quotes
- “My comment was ill-judged, and I now understand that it hurt many people in China and in Chinese communities around the world,” — Kylian Mbappé, france soccer captain
- “We are taking the measures within our reach and working directly with our partners and interlocutors in China to overcome this situation,” — Javier Tebas, la liga president
- “Mbappé’s team knew, or should have known, what the true cost of Chinese brand endorsements was all about,” — Terrence Burns, sports sponsorship expert and CEO of the T
- “In attempting to laugh at himself and his reputation of being a dictator in the locker room, he apparently crossed a red line he didn’t know was there,” — Brian Jacobsen, chief economic strategist at Annex Wealth Management
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Future Measures
La Liga announced it will create a “communication protocol” for its clubs and players while working with Chinese stakeholders to prevent similar incidents. The league’s president emphasized that the protocol aims to safeguard relationships with the Chinese market and avoid future misunderstandings.