JD.com apologises after collab with controversial comedian triggers backlash

JD.com has apologised after its collaboration with controversial stand-up comedian Yang Li (楊笠), known for her sharp jokes about men, triggered backlash online and boycott from male users.

According to its official statement on Weibo, JD.com said the participation of certain stand-up comedians in JD.com's Double 11 marketing campaign has drawn attention from netizens. "We sincerely apologise if this has caused any negative experiences for you,” the statement reads.

JD.com added that it has no plans for collaboration with Yang. “We will increase our subsidies for JD's Double 11 event to express our gratitude for consumers' support and interest in JD.com,” the statement reads. JD.com’s apology statement has garnered over 5,700 reactions, 25,000 shares, and 160 comments, a check by MARKETING-INTERACTIVE saw on Weibo. Meanwhile, related articles featuring Yang have been removed.

This came following JD.com’s promotion of its Double 11 campaign, which began on 12 October with the hashtag “#脫口秀演員都在京東11.11.” The company invited 10 stand-up comedians, including Yang, to take part in its promotional activities. On 14 October, JD.com released an advertisement featuring Yang to promote its pharmaceutical business. 

However, Yang is a controversial figure known for her sharp language in mocking men during her performances. She coined the popular slang “普信男,” which describes "ordinary men who are overly confident," questioning how such men can exude self-assurance despite their average qualities. This has made her unpopular among male audiences, while she has gained significant support from many female netizens, according to various Chinese reports, including Sino Finance.

The partnership between JD.com and Yang has sparked a backlash from some users on the platform, a check by MARKETING-INTERACTIVE saw on Weibo. While some netizens said they would delete the app due to their dissatisfaction with the collaboration, some said the platform has hired a feminist. Additionally, some questioned whether JD.com conducted research before selecting a brand ambassador.

MARKETING-INTERACTIVE has reached out to JD.com for a statement.

In fact, this is not the first time a brand featuring Yang has faced criticism from netizens. In March 2021, Intel launched a campaign with Yang, in which she joked, "Intel's standards are higher than mine when it comes to choosing a partner." This comment ignited a heated online debate and backlash from male netizens, who called for a boycott of Intel products, Intel eventually withdrew the campaign.

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