Lululemon Apologizes After Great Wall Yoga Event Uses Japanese Drum
Canadian sportswear giant Lululemon Athletica Inc. has issued a public apology and pulled all promotional materials for a high-profile yoga event at the Great Wall of China after facing a fierce online backlash over the use of Japanese taiko drums instead of traditional Chinese instruments.
The controversy erupted in mid-June over a flagship marketing campaign starring Chinese actor and brand ambassador Zhu Yilong, which Lululemon had originally promoted as a celebration of “Chinese drumming” and Chinese culture. The event, held on May 30 at the Huanghuacheng Water Great Wall in Beijing’s Huairou District, drew over 2,000 participants.
The Controversy
Netizens, percussionists, and cultural experts quickly identified that the drum used in Zhu’s performance was a Japanese taiko drum — specifically a shime-daiko — rather than a traditional Chinese dagu (big drum) as advertised. The topic on Sina Weibo garnered over 50 million views by June 15, with widespread calls for an apology.
Percussionist Xu Yang posted a detailed analysis on June 12, stating that “the shape and configuration of the drum used, the format of the performance, and the concept delivered through the performance were more aligned with Japanese Taiko.” Xu noted that while the taiko was inspired by cultural exchanges with China during the Sui and Tang dynasties, it “has departed far from Chinese culture and incorporated the Shinto worship and Bushido spirit.”
Intangible cultural heritage inheritor Zhang Yong posted an educational video explaining the differences between Chinese dagu and Japanese taiko, identifying the drum at the Great Wall as a shime-daiko made with rope bindings. “Our cultural exchanges must have boundaries and bottom lines,” Zhang said.
Apologies From All Parties
On June 16, Lululemon issued a statement on its official Sina Weibo account, saying: “Due to lack of professional knowledge, we failed to fully identify potential disputes early and have fully recognized that we ought to have planned and reviewed the percussion performance with more caution and thoroughness.” The company sincerely apologized to the public and Zhu Yilong, and removed all related promotional content.
Zhu Yilong’s studio also issued a statement, saying it had “urged the brand to verify the entire workflow” and that Zhu and his team “have always been committed to promoting traditional Chinese culture.”
The performance troupe, Fanxiang HiiKo Drum Group, apologized for “occupying public resources,” removed controversial content, and vowed to enhance regulation of culture-related expressions.
Broader Context and Business Implications
The controversy comes amid heightened cultural sensitivities in China regarding foreign elements at national landmarks. The Great Wall is a UNESCO World Heritage site and a powerful national symbol, making the use of Japanese cultural elements there particularly charged given historical tensions between China and Japan.
This incident follows other brand controversies in China, including French fashion brand Lemaire’s Qing Dynasty braid campaign in April 2026 and the Arc’teryx fireworks display in Tibet. As Global Times reported, Zhang Peng, an associate professor at Nanjing Normal University, warned that “misuse of cultural symbols could trigger severe public backlash, particularly when the two countries are undergoing a sensitive period of time.”
For Lululemon, the stakes are high. China accounted for 16% of the company’s group revenue in 2025, and in Q1 FY2026, China net revenue reached $4.784 billion, up 30% year-over-year, representing 19% of total revenue. The Caixin Global report noted that the company faces a challenging environment with U.S. sales declining 3% and net profit falling 38%.
Analysis and Implications
The incident reveals a critical gap between marketing intent and cultural execution. Lululemon’s attempt to associate its brand with Chinese heritage and wellness culture backfired when it failed to distinguish between Chinese and Japanese drum traditions — a distinction that Chinese consumers and cultural experts consider fundamental.
Some commenters on The Paper argued the backlash reflects “social anxiety transforming into cultural exclusivity” and warned against “extreme black-and-white emotions eroding rational discussion.” Others noted that the drum’s defenders claimed it was a recreation of the Tang Dynasty jiegu, but critics maintained that the modern instrument and performance style were distinctly Japanese.
What’s Next
Lululemon has stated it will “learn from the lesson” and approach future events with “a more prudent attitude.” The company faces the challenge of rebuilding consumer trust in China, a critical growth market where it has already been navigating headwinds including PFAS (“forever chemicals”) concerns and a stock price that has fallen over 40% year-to-date.
For foreign brands operating in China, this incident serves as a cautionary tale: cultural marketing without deep local knowledge and rigorous due diligence carries significant reputational risk, especially at iconic national landmarks where sensitivities run high.
Reporting contributed by Feng Yiming and Chang Fangziyan (Caixin Global), Zhang Han (Global Times), Wang Shiyao (China News Service), and Shao Bingyan (The Paper).