Controversial Makeup Choices Spark Outrage Over Western Stereotypes of Asian Features
Luxury car brand Mercedes-Benz has retracted an advertisement in China after facing backlash for allegedly perpetuating Western stereotypes about Asian features. The ad, which debuted on the social media platform Weibo on December 25, featured a model whose makeup was accentuated to create an appearance of “slanted eyes,” sparking criticism from local viewers.
According to the Global Times, the publication linked to the Chinese Communist Party, the depiction reignited sensitivities around Western portrayals of Chinese people rooted in outdated 19th-century stereotypes. Many felt the makeup choice evoked discriminatory caricatures, leading Mercedes-Benz to swiftly remove the ad amid mounting criticism.
The incident reflects growing awareness of cultural sensitivity in marketing, especially in China, where Western brands have increasingly come under scrutiny for their portrayal of Chinese people.
