Swatch Ad Featuring "Slanted Eyes" Draws Ire, Prompts Company Apology In China

Michael

3 min read

Post on Aug 19, 2025

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Swatch's Slanted Eyes Ad Sparks Outrage in China, Leading to Public Apology

Swatch, the popular Swiss watchmaker, is facing a significant backlash in China after a recent advertisement featuring a model with "slanted eyes" sparked accusations of racism and cultural insensitivity. The image, which appeared in a promotional campaign, quickly went viral on Chinese social media platforms, triggering widespread condemnation and calls for a boycott. This incident highlights the increasing scrutiny brands face regarding their representation of diverse cultures in global marketing.

The advertisement, part of a broader campaign promoting Swatch's new collection, depicts a model with eyes that many viewers interpreted as a stereotypical depiction of East Asian features. This interpretation resonated deeply with Chinese consumers who viewed the imagery as perpetuating harmful and outdated stereotypes. The controversy erupted on platforms like Weibo, China’s equivalent of Twitter, with the hashtag #SwatchApologizes trending for days. Numerous users expressed their disappointment and anger, accusing Swatch of cultural appropriation and a lack of sensitivity towards Chinese audiences.

<h3>The Backlash and Swatch's Response</h3>

The swift and intense reaction forced Swatch to issue a public apology, albeit one that some critics found insufficient. The company's statement, released on its official Weibo account, acknowledged the offense caused and expressed regret for the oversight. However, the apology didn't fully quell the anger, with many questioning the sincerity of the statement and calling for more concrete actions to prevent similar incidents in the future. The incident serves as a stark reminder of the importance of thorough cultural sensitivity reviews before launching any marketing campaign, especially in diverse global markets.

This isn't the first time a global brand has faced criticism for culturally insensitive advertising in China. Numerous companies have learned hard lessons about the need to understand and respect local customs and sensitivities. Failing to do so can result in significant reputational damage and lost sales. The case underscores the crucial role of cultural awareness training for marketing and advertising teams working on international campaigns.

<h3>Navigating Cultural Nuances in Global Marketing</h3>

The Swatch incident highlights the complexities of navigating cultural nuances in global marketing. What might be considered harmless in one culture could be deeply offensive in another. This incident underscores the need for brands to:

• Conduct thorough cultural sensitivity reviews: Engage experts with deep understanding of the target market’s cultural context.
• Prioritize diverse representation: Ensure marketing materials reflect the diversity of the target audience, avoiding stereotypes and harmful representations.
• Engage with local communities: Seek feedback and guidance from local stakeholders before launching any campaigns.
• Develop clear crisis communication protocols: Prepare for potential controversies and have a plan for responding effectively and promptly.

The Swatch case serves as a cautionary tale for brands aiming for global success. Successfully navigating diverse cultural landscapes requires careful planning, sensitivity, and a commitment to respectful representation. Ignoring these factors can lead to significant consequences, as evidenced by the ongoing controversy surrounding Swatch's recent advertisement.

Call to Action: What are your thoughts on this incident? Share your opinions in the comments below. Let's discuss the importance of cultural sensitivity in global marketing.