7 ‘bad boys’ of China who risked their relationship with luxury brands
Some scandals have led to discontent among fans, but other rebels have actually boosted their following on Instagram and Weibo
This article was written by Tamsin Smith and originally published in Jing Daily
For luxury labels, choosing the right brand ambassador in China can be a daunting task. Many of China’s online youngsters are rabidly loyal to their idols, and shows like Idol Producer reinforce the illusion that these celebrities are perfect in every way. So what happens to the brands when their ambassadors mess up?
Large international corporations are paying as much as 1 million yuan (US$146,000) per social media post for these Chinese celebrities, hoping to capitalise on their popularity with one of the world’s biggest markets. The young stars are often worked to the bone via detailed contracts that contain brutal training regimes and touring schedules, as well as strict rules on what they can and cannot do in their personal lives.
For many, this includes no drinking, no drugs, no partying, and no romantic partners (none that the media can know about, at least). This clean-cut image is ideal for luxury brands looking for ambassadors to represent them, targeting the young female market with a gaggle of handsome, “single” men.
But when mistakes happen, the results are as varied as they are surprising. Here are some of the scandals from China’s biggest young celebrities – and how the brands they represent have dealt with them.
1. Jackson Wang
Chinese hip-hop artist Jackson Wang – a member of the K-pop group GOT7 who recently found huge solo success with his song Fendiman – got wrapped up in a scandal last year when netizens accused the singer of cultural appropriation after he sported dreadlocks in a Pepsi advertisement.
The star seemingly defied the criticism when he then uploaded an Instagram photo of himself at a Fendi event with the dreadlocks and a caption reading, “haters gonna hate”. He also added, “I have respect and love for all race[s]. But if you think this whole thing is disrespecting or mocking a race, I’m really sorry but you are on the wrong page.”