Kylian Mbappé is experiencing significant commercial and broadcasting consequences in China following remarks he made about a viral meme depicting his face superimposed onto Mao Zedong [1]. In a clip from French program "The Bridge," Mbappé referred to Mao as "some guy—I think he's a Chinese dictator," according to Reuters, though Reuters could not independently authenticate the video [1]. The incident has triggered swift and substantial repercussions across multiple sectors of the sports and consumer goods industries.
China's state broadcaster CCTV suspended La Liga coverage and matches involving Mbappé, while also pulling advertisements featuring him [1]. Additionally, Mbappé's social media accounts on Xiaohongshu and Weibo were muted, with neither a resumption of broadcasts nor lifting of account restrictions independently confirmed as of October 28 [1]. CCTV issued a warning that Mbappé's apology would be judged against his future actions, with a China Media Group representative stating on October 27: "We will listen to his words, but watch his actions even more closely" [1].
The commercial impact has been immediate and severe. Three major sponsors terminated their partnerships with the French striker: Dongpeng Beverage (which had only appointed him as ambassador for its sports drink brand Bushuila in April 2026), Mengniu, and Milkground [1]. Additionally, On and Dior reportedly removed Chinese promotional content featuring Mbappé, though neither announced a global termination [1]. Mbappé issued apologies in Chinese, French, and English on October 27, stating "I have deep respect for the Chinese people and their history, and I am sincerely sorry" [1]. La Liga also issued an official statement expressing deep regret over the hurt caused to Chinese fans [1].
CONCLUSION
Mbappé's comments about Mao Zedong have resulted in substantial financial and reputational damage, with three major sponsors terminating partnerships and Chinese state media suspending coverage of La Liga and the player. The incident demonstrates the significant commercial risks athletes face when making culturally insensitive remarks in an increasingly interconnected global market, with China's response indicating that apologies alone may not be sufficient to restore business relationships without demonstrated behavioral change.