Chinese sportswear brand Li-Ning faces heat for Japanese military-like collection

Chinese sportswear Li-Ning has been called out as items as part of its latest airport collection are said to resemble Japanese military outfit during World War II.  On its official Weibo account, Li-Ning recently unveiled its latest airport collection including several navy green jackets and hoodies which were then questioned by netizens who said the clothing imitates Japanese military outfit and was “offensive”, a check by MARKETING-INTERACTIVE saw on Weibo. MARKETING-INTERACTIVE has reached out to Li-Ning for a statement.

This isn’t the first time Li-Ning has copped flak. Li-Ning Taiwan also caused an uproar for uploading a post on Facebook celebrating Taiwan National Day “Double Ten Day”, according to HK01.

Earlier this year, global Chinese retailer MINISO's branch in Spain also had to apologise for mistranslating the Chinese cheongsam toy into a Japanese geisha toy.

In August the brand apologised for presenting the company as a Japanese designer brand in an earlier marketing strategy. The brand said that it will complete the process of “de-japanising” its stores and renovation of decoration by March 2023.  According to the official statement on its weibo account released on 18 August, MINISO said from 2015 to 2018, when the company was in the early stages of its globalisation, it recruited Japanese designer Miyake Junya as its chief designer, which then resulted in promoting itself as a ‘Japanese designer brand’.

Li-Ning is not the only brand to be called out for its apparel in recent times. French fashion brand Dior has triggered public outcry in China back in July after introducing a mid-length pleated skirt, which is said to resemble an ancient Chinese horse-face skirt. Also known as "ma mian qun", the ancient skirt dates back to the 10th century Song dynasty and was commonly worn by women during the Ming and Qing  dynasties.  

Related articles:

Chanel global ad with Asian model sees Chinese netizens split on Asian beauty ideals
MINISO apologises for presenting itself as 'Japanese designer brand' in early days