Chinese nationalists are up in arms again. The reason? The president of Uniqlo's parent company in Japan publicly stated that they "do not use cotton from the Xinjiang region."
Although the president declined to further explain the reasons behind this decision, once the news was reported through official media and spread back to China, Chinese netizens collectively erupted, venting their anger online in various ways.
Some of them have filmed videos showing various ways of destroying Uniqlo clothing, including setting it on fire, tearing it apart, or cutting it up. They’ve added hashtags like “Support Xinjiang Cotton” to their posts and declared their intent to “boycott Uniqlo.”
Under nationalist mobilization, many foreign brands have faced "boycott threats" from Chinese netizens. In 2023, when Japan began releasing treated water from the Fukushima nuclear power plant, Chinese netizens started boycotting Japanese cosmetic brands.
The awkward reality, however, is that these boycott movements, aside from generating short-lived buzz, had little tangible impact. For instance, SK-II, which was on the boycott list, still recorded revenue growth of 7% in Q3 and 8% in Q4 of 2023.
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