Lululemon has apologised after a promotional yoga event on the Great Wall of China triggered criticism over the alleged use of a Japanese drum.
The activewear giant staged the event at the end of May, featuring Chinese actor Zhu Yilong, as it looked to build momentum in one of its fastest-growing markets.
However, the Canadian retailer faced a backlash on Chinese social media after users claimed the drum used during the performance was Japanese, prompting the business to delete promotional content linked to the event.
Lululemon apologised to Zhu and the wider public on Weibo, saying it had failed to spot the potential sensitivities around the performance.
The retailer said the event had been created with the intention of honouring Chinese culture, but admitted it “should have been more thoughtful and sensitive” in its planning.
It added: “This has been a valuable learning for us, and we extend our sincerest apologies.”
Lululemon has become increasingly reliant on the market for growth. Mainland China net revenues rose 29 per cent to $1.8 billion in the year to the end of January, and have more than quadrupled since 2021.
The group has previously said it plans to keep investing in mainland China, even as it comes under pressure elsewhere.
Lululemon’s shares have fallen 45 per cent in New York this year, as the company faces rising competition, quality control concerns and weaker consumer spending.
The controversy also comes shortly after Lululemon agreed to overhaul its board following pressure from founder and largest active shareholder Chip Wilson, who has criticised the company’s performance since leaving the board in 2015.
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