ior has become the latest in a long line of foreign companies to apologize to China for their choice in maps.
The French luxury brand became the target of Chinese netizens’ unsatiable nationalistic outrage on Wednesday after it was revealed that a Dior employee had given a talk at a Chinese university and used a map of China that did not include Taiwan.
Early on Thursday morning, Dior posted a groveling apology to their official Weibo account for the employee’s “mistake in representation” and “mistake in description,” adding that the worker’s “personal misconduct” does not in any way represent the brand’s position and promising that the matter will be “seriously” dealt with.
“Dior has always respected and upheld the one-China principle, strictly safeguarded China’s sovereignty and territorial integrity, and treasures the feelings of the Chinese people,” the statement said. “We are deeply upset by the mistakes of this individual employee and shall take precautions to prevent similar mistakes from happening again in the future.”
“Dior is a friend of China and celebrates the 70th anniversary of the “new China” along with the 1.4 billion Chinese people. We are honored to be taking part in the China International Import Expo this November and contribute to the friendship between China and France. Dior’s sincere love for China is beyond doubt!”
China is, of course, one of the world’s biggest and most important markets for luxury goods.
At this point, it’s getting difficult to name international companies that have NOT issued similar apologies to China. Maps have become a particular sticking point of late. Last year, American retailer Gap apologized for a t-shirt design that also left Taiwan out of a map of China.
Though it does appear that at least a few companies are ensuring that they are using Beijing-sanctified maps. In the wake of the recent NBA-China drama, ESPN used an image of China during a Sportscenter segment that not only included Taiwan but also the nine-dash line and Arunachal Pradesh.