Chinese Brands End Mbappé Deals After Dictator Meme Clip

Three Chinese companies have ended their sponsorship agreements with Kylian Mbappé following a viral video in which the footballer referred to Mao Zedong as a dictator. Dongpeng Beverage, Mengniu, and cheese maker Milkground announced the terminations on Oct. 27. This action followed the French forward’s appearance on the French television program "The Bridge," where he discussed a meme featuring his face on the late Chinese leader.

The commercial break occurred quickly. Dongpeng’s sports drink brand Bushuila had only named Mbappé as its ambassador in April of this year. Other global brands, including On and Dior, have reportedly removed Chinese promotional content featuring the player, according to the Chinese news outlet Phoenix. However, neither company has announced a complete global end to their partnerships.

China’s state broadcaster CCTV intensified the pressure on Oct. 26 by suspending La Liga coverage and matches involving the French striker. The network also pulled advertisements in which Mbappé appeared. An unnamed representative from China Media Group stated on Oct. 27 that the broadcaster would listen to his words but watch his actions closely. The group urged Mbappé, Real Madrid, and La Liga to learn from the incident.

The player’s social media presence in China has also been restricted. His accounts on Xiaohongshu and Weibo were muted, according to Renmin Ruiping, the online commentary platform of People's Daily. Neither the resumption of broadcasts nor the lifting of account restrictions had been independently confirmed as of Oct. 28. Reuters reported that four topics related to the footballer were among Weibo's top 10 searches on Oct. 27.

Mbappé apologized on X on Oct. 27 in Chinese, French, and English. He acknowledged that his comments were ill-judged and hurt Chinese communities worldwide. La Liga issued a statement expressing deep regret for the hurt caused to Chinese fans, noting that the player’s personal views do not represent the league's position. The league’s official comment clarified the distinction between the individual and the organization.

Guo Jiakun, a spokesman for China's Ministry of Foreign Affairs, addressed the controversy by noting that the ministry was aware of the reports. He stated that words and actions hurting the feelings of the Chinese people would meet joint opposition from all sectors of Chinese society. People’s Daily reinforced the criticism by arguing that celebrities who cross public boundaries become liabilities for brands.

The incident highlights the friction between international sports stars and local cultural sensitivities. Mbappé had approximately one million followers on each of Xiaohongshu and Weibo before the accounts were muted. The situation remains a focal point for Chinese media and consumer brands as they decide how to proceed with their marketing strategies.