China withdraws Mbappé and LaLiga from its broadcasts and breaks commercial agreements after controversy over a meme

The controversy starring Kylian Mbappé in China has had consequences both on television and in the commercial sphere. State broadcaster CCTV has suspended LaLiga broadcasts and removed ads and videos related to the Real Madrid forward, according to Chinese media outlet The Paper. The measure reportedly went into effect on Monday night, after statements by the footballer about a meme of himself inspired by Mao Zedong sparked a wave of criticism in the Asian country.

The decision has not come alone. Several Chinese companies, including Dongpeng, Mengniu, and Milkground, have also announced the end of their commercial collaborations with the French international. Dongpeng, whose brand Bu Shui La had used Mbappé's image in advertising campaigns, announced the immediate termination of its ties and defended a zero-tolerance policy against behaviors that could hurt national sentiments. The other two companies also confirmed the cessation of their agreements, although they did not detail in their statements the specific incident that motivated their decisions.

Mbappé's phrase that sparked the controversy

The origin of the controversy lies in an interview in which the footballer was asked about his favorite meme. Mbappé replied that the one he found funniest was one in which his face was used to represent him as a Chinese dictator and explained that he used to share it with his friends. Although he did not directly mention Mao Zedong, the image he was alluding to had become popular on social media through a montage of his face over a portrait of the country's former leader.

His words have provoked criticism among Chinese netizens, some of whom have demanded an apology on social media. The debate has also reached official media, which have emphasized the responsibility of public figures when making statements with international repercussions. In China, satirical representations of historical figures considered heroes or martyrs can conflict with legislation that protects their memory, in a context of strict political censorship.

Brands also distance themselves from the footballer

The business reaction threatens to affect Mbappé's commercial presence in one of the most important markets for major sports brands. In recent months, Bu Shui La advertising starring the striker had appeared in urban spaces such as bus shelters, buses, and elevators. The platform Xiaohongshu, internationally known as RedNote, also announced that its collaboration with the player had ended upon contract expiration at the end of 2024 and that it was reviewing content related to him.

For now, information disseminated by Chinese media points to a withdrawal of broadcasts, advertising, and commercial agreements linked to the footballer. The controversy adds to other episodes in which Spanish clubs have received criticism in China for publications considered politically sensitive. However, the television suspension and business decisions should be understood as measures communicated by the entities involved, without a sports sanction against Mbappé having been announced in the cited information.