Mbappe loses 3 Chinese brand deals over Mao Zedong ‘dictator’ remark

Spread the word Energy drink manufacturer Dongpeng Beverage, dairy giant Mengniu and cheese producer Milkground announced on Tuesday that they were ending their partnerships with the Real Madrid forward, citing opposition to remarks or conduct they considered offensive to Chinese national sentiment.

French football star Kylian Mbappe has lost commercial partnerships with three Chinese companies following backlash over a viral video in which he appeared to refer to former Chinese leader Mao Zedong as a dictator. Blueprint reports

The decisions followed the circulation of a video clip on social media showing Mbappe discussing his favourite internet meme during an interview ahead of an appearance on the French online talk show The Bridge.

In the clip, the France captain reportedly described a meme featuring his face superimposed on the body of a man he identified as a Chinese dictator, apparently referring to Mao, the founding leader of the People’s Republic of China.

Although the companies did not explicitly identify the video as the reason for terminating their agreements, their announcements came amid widespread criticism of the footballer’s remarks on Chinese social media.

Dongpeng Beverage announced that it was ending all cooperation with Mbappe with immediate effect, invoking its zero-tolerance policy towards behaviour that offends national sentiment.

Mengniu, one of China’s largest dairy producers, also announced the termination of its partnership with the 27-year-old footballer.

The company said it opposed any words or actions that hurt the feelings of the Chinese people.

Milkground, a Chinese cheese producer, subsequently joined the companies in ending its commercial relationship with the Real Madrid forward.

The developments represent a significant setback to Mbappe’s commercial presence in China, where his image has featured prominently in advertising campaigns for consumer products.

The companies’ announcements were similarly worded, but none explicitly named the viral clip as the reason for its decision. The timing, however, linked the sponsorship fallout to the controversy surrounding the remarks.

The controversy began after a video circulated online showing Mbappe being asked about his favourite meme featuring himself.

In response, he reportedly referred to an edited image of his face placed on the body of a man he described as a Chinese dictator. The image appeared to depict Mao Zedong, who led the Chinese Communist Party and became the founding leader of the People’s Republic of China in 1949.

Football fans have circulated memes depicting Mbappe as authoritarian leaders, partly as a joke about his perceived prominence within teams and his influence on the pitch.

However, references to Mao carry particular political and historical sensitivity in China, where jokes about the country’s founding leader can provoke strong reactions.

The video triggered criticism on Chinese social media, with some users accusing the footballer of disrespecting the country and its people. Calls also emerged for brands to withdraw his promotional materials.

The authenticity of the circulating video had not been independently verified by AFP Fact Check at the time of its report. Mbappe’s precise remarks and the context in which they were made therefore remain important considerations when assessing the controversy.

Following the backlash, Mbappe issued an apology, describing his comment as ill-judged and acknowledging that it had hurt people in China and Chinese communities around the world.

He said he had been reacting to an image of himself during the interview and insisted that offending people was not his intention.

“I apologise to everyone my words have upset. This was absolutely not my intention. I have deep respect for the Chinese people and their history, and I am sincerely sorry,” he said in a statement reported by Indian media.

The apology came after the sponsorship decisions by Dongpeng, Mengniu and Milkground.

It was not immediately clear whether the companies would reconsider their decisions following the apology.

The episode illustrates the commercial risks global sports personalities face when comments or online content are interpreted as disrespectful in markets where they have substantial commercial interests.

The controversy also drew attention to RedNote, the Chinese social media platform known internationally as Xiaohongshu.

The Associated Press reported that the platform said its content partnership with Mbappe had ended on December 31, 2024, before the latest controversy.

RedNote said it would remove related promotional materials and reiterated its opposition to conduct that hurts national sentiment.

The clarification is significant because the platform’s decision to remove promotional content should not be confused with the termination of a current partnership in response to the viral video.

The three companies that announced the end of their agreements on Tuesday were Dongpeng Beverage, Mengniu and Milkground.

Mbappe remains one of football’s most recognisable players, with commercial partnerships forming an important part of the business surrounding elite football.

For multinational brands, celebrity endorsements offer access to large audiences and the opportunity to associate products with the popularity, performance and image of sporting figures.

However, such arrangements can also expose companies to reputational risks when a celebrity’s comments generate controversy among consumers.

The Mbappe episode highlights the importance of cultural awareness for athletes whose commercial reach extends across countries with different political histories and sensitivities.

It also demonstrates how quickly a social media controversy can affect commercial relationships, particularly when brands respond to public pressure and invoke policies protecting national sentiment.

For Mbappe, the immediate fallout has been the termination of three Chinese brand partnerships and an apology to those offended by his remarks. Whether the controversy will have a lasting impact on his wider commercial portfolio remains uncertain.