Dolce & Gabbana commercial scandal in China

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It's a simple humorous commercial spot that has turned into the diplomatic incident for the Italian luxury brand. On the occasion of its parade on Wednesday, November 21 in Shanghai, Dolce & Gabbana chose to broadcast a special advertisement for its Chinese fans on social networks. Special attention that quickly turned against the brand, as reported Le Figaro. The video shows a Chinese woman trying to eat spaghetti bolognese with chopsticks (or pizza). If she laughs a little stupidly not to be able to eat at first, she gets there in the end.

The goal of the brand would have been to introduce the Chinese to Italian gastronomy and therefore the culture of its brand. A humorous message that is not passed at all to the Chinese public. Some saw the weight of Western culture imposed on submissive Chinese. On the internet, we talked about "degrading" advertising. Some of the comments in the video were even considered "racist" and "offensive" for China and its people. The buzz was uncontrollable for Dolce & Gabbana with 120 million comments. What set fire to the fire is the broadcast of supposed exchanges on Instagram between Stefano Gabbana, stylist of the Italian luxury brand and a user.

He said: "From now on in all the interviews I will do, I will say which shitty country is China." The brand assured that his Instagram account had been hacked. "We are sorry for the impact and the prejudice that these false remarks caused to China and to the Chinese people," said the Italian fashion house on Weibo. The controversy will still have had serious consequences since the parade scheduled for November 21 has been postponed. "The GREAT SHOW is postponed for a later date for some reasons, we are deeply sorry

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