Luxury Jeweler, Bulgari, Apologizes for Listing in Taiwan

Bulgari, luxury jeweler, found itself in a difficult position after listing Taiwan and China separately in certain sections of its website. Chinese social media users were quick to accuse the brand of recognizing Taiwan as an independent country. However, The situation escalate further as Chinese state media got involve and fueling outrage. As screenshots of the website’s drop-down menus circulated online, Bulgari took to Weibo, to apologize and express its unwavering respect. Above all, an apology failed to quell the backlash and hashtags related to the incident quickly became mainstream topics on Weibo.

Controversial apologies by luxury jeweler and ongoing criticism

An apology from Bulgari, citing “management negligence” and admitting “mislabeled” placements on its websites. Numerous comments expressed their disappointment with the brand’s response. Some users dismiss the apology as insufficient and suggest that such minor mistakes should be avoid together. Outrage continued to mount, and a hashtag linked to the topic racked up 800 million views. Chinese tabloid Global Times reported that the apology was not accepted by many in China. They wonder why similar claims were not received Publication in English of the mark. Foreign language Twitter and Instagram accounts.

Luxury jeweler ‘s brand reputation impact and calls to action from celebrity ambassadors

The controversy over Bulgari’s listing in Taiwan has raised concerns about the brand’s reputation among Chinese consumers. Social media users have urged Bulgari ambassadors. It is including Taiwanese actors Liu Yifei and Shu Qi and model Liu Wen, to make public statements or cut ties with the company. The pressure on the brand has extended beyond its online presence to the people connected to it. Chinese netizens expect celebrities to take a stand on the issue, which will compound Bulgari’s reputation problems.

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China’s territorial claims and the importance of the Chinese market

The ruling Chinese Communist Party has long claimed territory in Taiwan. Bulgari, which operates 18 stores on the island, has a large share of the Chinese market. Chinese luxury goods consumers are becoming increasingly important for Bulgari, accounting for 26% of LVMH’s sales in 2022. Their deep understanding of Chinese cultural identity have helped The company have experienced remarkable growth in China. Kolia Neveux, former president of Bulgari’s Greater China division, said in an interview China Daily in 2021.

Historical diagram of territorial disputes

Bulgari isn’t the first luxury brand to be accuse of challenging China’s territorial claims. In 2019, Versace apologized for a t-shirt that appeared to feature Hong Kong and Macau as independent countries. Coach and Givenchy, both owned by LVMH, quickly followed suit after social media users spotted similar models. However, They don’t recognize Hong Kong as part of China while alluding to Taiwan’s independence. These incidents reflect the recurring tendency of luxury brands to inadvertently or negligently undermine China’s territorial claims, leading to significant backlash and reputational damage in the Chinese market.