The post went viral after being shared on the company’s official social media accounts, confirming the company’s official position and drawing praise from nationalist voices on social media platforms.
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Japan promotes itself to countries in the Global South as a counterweight to China in Africa and South Asia
Japan promotes itself to countries in the Global South as a counterweight to China in Africa and South Asia
“Our staff is amazing,” the company posted on social media platform Weibo on May 4. The next day, the company’s president said on the company’s live streaming platform that “responsible employees” would be rewarded with 100,000 yuan (US$13,800).
Japan’s decision last year to begin releasing wastewater from its Fukushima nuclear power plant was a sign of anti-Japanese sentiment in China, which has long harbored a grudge against Tokyo over a variety of issues, including its history of war and Japan’s attitude toward territorial disputes. further increased.
The Chinese government has banned all seafood imports from Japan, and Chinese and Japanese diplomats clashed at the United Nations over this decision.
According to media reports, Xiang Piao Piao’s posts prompted many consumers to purchase products on the company’s live streaming platform.
However, the increase in sales was accompanied by questions and controversy. According to media reports, a notable Japanese store denied selling products with cup sleeves like the one pictured.
Even though the beverage company received huge support online from nationalist voices who saw it as a legitimate way to express their dissatisfaction with the Fukushima water release, some people in China believe that the company is a sign of patriotism. They are accused of making sensational propaganda and inciting public opinion in the name of .
In response to the criticism, the company appears to have stopped advertising the drink in a cup sleeve on its e-commerce platform, but on Friday it was still billing it as “the pride of a homegrown product.”
Hu Xijin, former editor-in-chief of the nationalist tabloid Global Times, accused the company of deceiving Chinese consumers in a Weibo post on Monday. He said the promotion was a “serious violation of corporate ethics.”
He said online support was a “direct expression of patriotism” but displaying products in Japan for photo shoots and “claiming credit” to the Chinese people was “not open and honest.” Stated.
Brian Wong, assistant professor of philosophy at the University of Hong Kong, said the issue was an example of commercial nationalism, calling it “a type of grassroots, bottom-up, entrepreneur-driven, opportunist adoption of ‘patriotic branding.'” . Vendors strive to capture and ride the burgeoning nationalist middle class for profit.
“I don’t think this sets a dangerous precedent, but I think it reflects interesting developments and trends in the modern manifestation of capitalism in China.”
“This is a case of exploiting nationalist sentiments for commercial gain,” said Huang Kechen, an assistant professor at the School of Journalism and Communication at the Chinese University of Hong Kong.
“Other companies may follow suit, but it is clear that the benefits will be limited as market sentiment cools quickly, there has been criticism of the strategy, and it could damage brand reputation,” he said. ” he said.
“It may increase revenue in the short term, but it’s not a solution to the problems the company is facing. So we don’t want to overestimate its impact.”
A mainland-based political scientist, who requested anonymity, said many Chinese companies have used nationalism for marketing purposes, especially to promote domestic brands in times of geopolitical tension.
However, “the positive impact may be short-lived,” they said, noting that in recent years, in part due to the economic downturn, many consumers have reflected on corporate promotions that relied on ultranationalism. , pointed out that they are starting to criticize.
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Japan plans to use drones to inspect the inside of the Fukushima nuclear power plant in order to safely decommission it.
Japan plans to use drones to inspect the inside of the Fukushima nuclear power plant in order to safely decommission it.
While some Chinese companies see an opportunity to capitalize on anti-Japanese sentiment, others are falling victim to it.
A boycott ensued, and the company’s sales and stock price plummeted, with the company losing around HK$30 billion (approximately 380 billion yen) in market capitalization in early March.
