Chinese dairy giant Mengniu and energy-drink company Eastroc Beverage have terminated all partnerships with French footballer Kylian Mbappé following a backlash over a joke involving Mao Zedong, state media and corporate statements confirmed on Tuesday.
China’s foreign ministry also issued a statement condemning the remarks, while state broadcaster CCTV suspended broadcasts of Real Madrid matches in the country. The developments mark a swift escalation in the controversy, which began after a clip from a French talk show circulated online.
Mbappé’s social media accounts on Weibo and Xiaohongshu were frozen with notices citing violations of community guidelines. The Xiaohongshu account, which had over 1 million followers, was suspended after the platform stated its contract with Mbappé had ended.
The incident traces back to an interview aired on the French talk show The Bridge, where Mbappé was asked about memes comparing him to historical figures. He responded by referencing a meme superimposing his face on an image resembling Mao Zedong, the late Chinese leader. The clip resurfaced on Chinese social media, sparking widespread criticism.
Corporate and government responses
Mengniu, one of China’s largest dairy producers, announced it was immediately ending all partnerships with Mbappé, stating it had “zero tolerance” for remarks that “hurt the feelings of the Chinese people.” Eastroc Beverage and Milkground, a Mengniu-controlled cheese maker, followed with identical statements.
China’s foreign ministry spokesperson Lin Jian addressed the controversy in a regular briefing, saying: “Words and deeds that hurt the feelings of the Chinese people will naturally be met with opposition from all sectors of Chinese society.” The ministry did not specify further actions but emphasized national sentiment.
Broadcast and platform restrictions
CCTV, China’s state broadcaster, halted the airing of Real Madrid matches, as well as all La Liga games, according to reports. Some Chinese news apps have also removed content related to Mbappé. The Xiaohongshu platform, where Mbappé had a verified account, confirmed the suspension was due to violations of community guidelines, though it did not detail the specific infraction.
Mbappé and the show have not publicly responded to the backlash. The interview clip, which appears to have been broadcast earlier in 2024, gained renewed attention after being shared on Chinese football forum Dongqiudi and other social media platforms.
Historical context of Mao’s legacy
Mao Zedong founded the People’s Republic of China in 1949 and ruled until his death in 1976. His policies, including the Great Leap Forward and the Cultural Revolution, resulted in tens of millions of deaths and remain a sensitive topic in China. Despite reforms after his death, the Chinese Communist Party continues to venerate Mao as a national icon.
Broader implications for athletes in China
This is not the first instance of foreign athletes facing backlash in China over political or historical remarks. In 2019, the NBA faced a years-long suspension of games in China after a Houston Rockets executive expressed support for pro-democracy protests in Hong Kong. In 2023, former NBA player Dwight Howard drew criticism for referring to Taiwan as a country.
The swift corporate and institutional responses to Mbappé’s remarks underscore the high stakes for international figures operating in the Chinese market, where public sentiment and government policy can lead to immediate financial and reputational consequences.