H&M. Photo: VCG

 

Chinese netizens were caught in complex mood after Japanese star Aragaki Yui was appointed as the new spokesperson for H&M in Japan. The brand is being boycotted by Chinese netizens, who are calling for it to "get out of the Chinese market" after its stance on Xinjiang cotton.

H&M Japan's official website announced on Tuesday that it will launch a new advertising campaign on April 27, with Aragaki Yui being appointed as ambassador for the brand. 

Japanese superstar Aragaki Yui is a well-known celebrity in China and has long been known as the "national wife" in China.

Many Chinese netizens have expressed disappointment after Aragaki Yui became the spokesperson for H&M, saying they were "heartbroken" and "would divorce their 'wife'".

"She is my ex-wife now," said a Chinese netizen known a yezhiyaoyeya.

"Aragaki Yui, stop it before it's too late.  I will give you a cooling period before we divorce," commented a netizen known as yangqianjiao.

Other Chinese netizens believed that it is acceptable for the Japanese star to be the spokesperson of the brand but Chinese consumers have a right not to buy the products for H&M's stance on Xinjiang cotton.

It is not reasonable or realistic to expect stars from other countries to cut ties with brands for China, said Chinese netizens.

"I will not buy a subtle piece garment from H&M but I will still keep her as by cellphone wallpaper," said a netizen known as yigekaopu

Previously over 30 Chinese stars had cut ties with brands including Nike, H&M, and Adidas, standing firmly behind Xinjiang cotton.

20 stores of H&M in China had been closed amid the backlash from Chinese consumers, said the chief executive of the brand last month. According to the data released on H&M China's official website in February, H&M had 445 stores in 146 cities in Chinese mainland as of fiscal year 2020.

The Swedish brand suffered a backlash from Chinese netizens after making an official announcement that it will stop sourcing products from Xinjiang due to concerns about the reports of "forced labor" in the cotton-producing region.