Mini, a UK-based carmaker, has addressed allegations of racism stemming from an incident at the Shanghai Auto Show, responding to a social media uproar in China.
A video from the event surfaced online, purportedly showing Mini staff distributing ice cream exclusively to foreigners while denying it to Chinese visitors. Mini China, a subsidiary of Germany's BMW, clarified that the ice cream was intended for company employees, expressing regret over the negative impact of the incident.
In a statement on the Chinese social media platform Weibo, Mini China explained that during the April 18-19 show, 600 ice creams were distributed, with a portion reserved for on-site staff. The company emphasized that individuals seen in the video were Mini employees.
Mini China attributed the incident to management and training lapses and urged consideration for the staff involved. It stated that the ice cream giveaway aimed to spread joy among attendees.
BMW, the parent company, did not immediately respond to a BBC request for further comment.
Source:bbc
The incident sparked extensive discussions on Weibo, with the topic "BMW Mini" attracting over 93 million views. While many comments expressed disappointment, some called for a measured response, stressing the need to learn from the incident without inflaming tensions.
In response, a vlogger distributed ice cream exclusively to Chinese attendees in front of Mini's auto show booth as a form of protest.
Amid the controversy, Hu Xijin, former editor-in-chief of state-owned newspaper Global Times, called for calm, emphasizing the need to avoid over-amplifying the issue and allowing staff to learn from the incident.
The incident reflects a broader trend of online activism in China, where internet users increasingly voice concerns about cultural representation and sensitivity. This trend has also seen other international brands, like Dior, facing accusations of racism on Chinese social media platforms, highlighting the importance of cultural awareness in global marketing efforts.