A social media storm in China has cost French football star Kylian Mbappé his commercial partnerships after unverified online clips linked him to a meme about the late Chinese leader Mao Zedong. According to BBC News, several major Chinese brands have dropped the Real Madrid forward as public backlash rapidly grew across the country.

The controversy began when unverified clips circulated online from the French talk show The Bridge. BBC News reported that Mbappé discussed a meme "that makes me laugh the most...the one where there's a video of a guy, I think it's a Chinese dictator," while a meme appeared on screen featuring his face superimposed on an image resembling Mao.

While the original video is no longer on the show's YouTube channel and screengrabs spread across Chinese social media, the fallout was swift. According to BBC News, the Chinese football forum Dongqiudi drew attention to the remarks, stating they were "inappropriate" and "hurt the feelings of Chinese people."

China's foreign ministry addressed the controversy, with spokesperson Lin Jian stating, according to BBC News: "We have noted the relevant reports. Words and deeds that hurt the feelings of the Chinese people will naturally be met with opposition from all sectors of Chinese society." Users on Weibo similarly criticised the footballer for profiting from the Chinese market while making remarks perceived to offend the public.

Additional retaliatory measures followed the online uproar. According to The Paper, as cited by BBC News, Chinese state broadcaster CCTV has suspended La Liga matches, and reports indicate that CCTV's news apps have removed content related to the French striker. The brands terminating their contracts did not explicitly detail their reasons beyond citing hurt sentiments, according to BBC News.

Background

Mao Zedong founded Communist China in 1949 and governed through tumultuous decades in the 1960s and 1970s. BBC News reported that his rapid industrialisation campaign, the Great Leap Forward, resulted in a famine that claimed tens of millions of lives, followed by the Cultural Revolution—a violent purge targeting intellectuals, landowners, artists, and political rivals. Following his death in 1976, China initiated economic reforms and opened its doors to the global economy. Despite moving away from his direct governance style, the Chinese Communist Party continues to regard Mao as a national icon whose legacy remains beyond reproach.

Why it matters

For international observers and readers, the swift commercial and institutional reaction highlights the delicate balance global public figures must maintain when engaging with local cultural sensitivities and historical figures in major markets. The incident demonstrates how digital media platforms can rapidly amplify remarks across borders, immediately impacting high-value endorsement deals and broadcast rights.