中国消费品牌已与法国足球明星基利安·姆巴佩断绝关系，原因是他发表了被视为侮辱开国领袖毛泽东的言论。这是外国名人和公司在这个全球第二大经济体触碰政治敏感神经的最新一例。
Chinese consumer brands cut ties with French soccer star Kylian Mbappé over comments deemed insulting to founding father Mao Zedong, the latest example of foreign celebrities and companies running afoul of political sensitivities in the world’s second-biggest economy.
东鹏饮料集团周二终止了与姆巴佩的一切合作，称对伤害民族情感的行为“零容忍”。中国最大的乳制品生产商之一、国际足联世界杯官方赞助商蒙牛乳业也与这位皇家马德里前锋断绝了关系。
Eastroc Beverage Group Co. on Tuesday ended all cooperation with Mbappé, saying it had “zero tolerance” for actions that hurt national sentiment. China Mengniu Dairy Co., one of the country’s largest dairy producers and an official sponsor of the FIFA World Cup, also cut ties with the Real Madrid forward.
这场争议源于一段视频中有人问姆巴佩，哪个以他为主角的网络梗最让他发笑。他描述了一个梗，其中涉及一段视频，他说他以为视频中的人是“一位中国独裁者”，而他自己的脸被叠加在了这个人身上。姆巴佩说，他在网上打游戏时经常和朋友们使用这个梗。
The controversy erupted after Mbappé was asked in a video which internet meme featuring himself had made him laugh the most. He described one involving a video of a man he said he thought was “a Chinese dictator,” with his own face superimposed on the figure. Mbappé said he frequently used the meme with friends while gaming online.
他没有指明这个梗中的人是谁。台湾媒体ETtoday报道称，该图像描绘的是毛泽东。网上流传的图片似乎也显示姆巴佩的脸被叠加在毛泽东身上。
He didn’t identify the person in the meme. Taiwanese media outlet ETtoday reported that the image depicted Mao. Images circulating online also appeared to show Mbappé’s face superimposed on Mao.
东鹏饮料和蒙牛均未具体说明是什么促使他们做出上述决定，也未在声明中提及毛泽东。
Neither Eastroc or Mengniu specified what prompted their decisions or referred to Mao in their statements.
这些言论迅速引发了中国社交媒体上民族主义用户的批评，一些人指责姆巴佩侮辱中国，并呼吁抵制。知名足球媒体懂球帝表示，不会提供他言论的翻译，因为这些言论“伤害了中国和中国人民”。东鹏饮料在上海的股价一度下跌4.1%，蒙牛在香港的股价下跌约3%。
The comments swiftly triggered criticism from nationalist users on Chinese social media, with some accusing Mbappé of insulting China and calling for a boycott. Prominent soccer outlet Dongqiudi said it wouldn’t provide a translation of his remarks as they were “hurtful to China and the Chinese people.”Shares of Eastroc fell as much as 4.1% in Shanghai, while Mengniu was down around 3% in Hong Kong.
姆巴佩在中国拥有相当规模的粉丝群体，其官方微博和小红书账号各拥有超过100万粉丝，截至周二这两个账号仍保持活跃。他在中国的商业合作包括担任蒙牛全球品牌大使，以及为东鹏特饮电解质饮料代言。他还曾代言中国最大的奶酪品牌之一妙可蓝多，该品牌由蒙牛控股。
Mbappé has a sizable following in China, with more than 1 million followers on each of his official Weibo and Xiaohongshu accounts, which remained active as of Tuesday. His commercial ties in the country have included serving as a global brand ambassador for Mengniu and fronting campaigns for Eastroc’s electrolyte drinks. He has also endorsed Milkground, one of China’s biggest cheese brands, which is controlled by Mengniu.
这一事件凸显了国际名人和品牌在中国遭遇民族主义情绪时可能面临的商业风险。在中国，网络上的争议一旦被认为存在冒犯之处，便屡屡促使赞助商和商业伙伴切断合作关系。
The episode highlights the commercial risks international celebrities and brands can face when they collide with nationalist sentiment in China, where online controversies over perceived slights have repeatedly prompted sponsors and business partners to sever ties.
美国职业篮球联赛（NBA）一直在努力重建其在中国大陆的品牌形象。此前，时任休斯顿火箭队总经理达里尔·莫雷于2019年在社交媒体上发帖支持香港抗议者，引发了长达数年的风波。包括瑞典零售商H&M和运动服装巨头耐克在内的外国公司也因涉新疆言论而面临消费者抵制。
The National Basketball Association has worked to rebuild its brand in mainland China after a years-long fallout triggered by a social-media post supporting Hong Kong protesters in 2019 from Daryl Morey, then general manager of the Houston Rockets. Foreign companies including Swedish retailer Hennes & Mauritz AB and sportswear giant Nike Inc. have also faced consumer boycotts over comments on Xinjiang.