Japanese brand faces backlash over controversial Qixi festival post

Japanese mask brand Pitta Mask, made by Arax Co Ltd, has drawn criticism on Chinese social media after a promotional post referencing Qixi Festival sparked controversy over its timing and historical implications.

The post, published on the afternoon of July 6, said: "Tomorrow is Qixi Festival. The true romance of Qixi -- China's traditional Valentine's Day-- lies in…", according to the Beijing Daily. The"tomorrow"referred to July 7, a date that holds significant historical sensitivity in China. On July 7, 1937, Japanese troops attacked the Chinese garrison on the outskirts of Beijing, marking the escalation of Japan's aggression into a full-scale invasion and the start of China's nationwide resistance.

Many Chinese users criticized the post, arguing that the brand had failed to recognize the historical significance of the date. Some pointed out that Qixi Festival, which is based on the lunar calendar, will actually fall on August 19 this year, raising questions about whether the date confusion was a simple calendar mistake or a deeper issue with cultural awareness.

According to comments on the brand's social media account, users flagged the issue shortly after the post was published and urged the company to address it. By Wednesday, posts from the brand's Weibo account could no longer be viewed. Its Weibo account has since been suspended, with the platform citing "violation of relevant laws and regulations" as the reason.

The controversy highlights the challenges multinational brands face when marketing in markets where historical memory and cultural sensitivities play a significant role in shaping consumer sentiment.