This poster of a girl from the Qing dynasty holding a Dior bag really pissed off the Chinese internet. It's actually a 9 year old picture that resurfaced at Dior's Art exhibition in Shanghai last month.
Another poster that recently received a lot of attention was, "The 12 Colors of China." It features 12 models with exaggerated features that do not adhere to traditional Chinese beauty standards.
Lucky for Dior, the photographer of the shoot is getting most of the heat. Chen Man, the highest paid female photographer, instantly went from famous to infamous. She was widely praised for her shoot of Mulan last year. Now everyone hates her guts.
To all the CMOs in the West.... let me explain this as simply as I can.
Chinese consumers do not like to see Western media portray Asians as unattractive. The exaggeration of squinty eyes is completely out of touch with Chinese beauty standards throughout the ages. If you're mainly showing Asians in that light, you might want to stop.
Netizens are furious and they're discussing the history of discrimination and various instances where people have used squinted eyes to mock Asians.
It takes 20 years to build a reputation and five minutes to ruin it. This applies to marketing in China.
Don't repeat this deadly mistake.