Mixed messages deepen Arc’teryx’s Tibet fireworks crisis

What happened Arc’teryx’s apologies have failed to stem the backlash over its Tibet fireworks stunt, as the outdoor brand faces calls for boycotts and an official investigation into the high-altitude pyrotechnic display that critics say potentially damaged a fragile ecosystem. The topic “Arc’teryx Collaborates With Cai Guoqiang Fireworks Art Sparks Controversy” (始祖鸟联手蔡国强的烟花艺术引争议) has attracted over 150 million views on Weibo, as of writing, with the comments being overwhelmingly negative. On September 21, both Cai Guoqiang’s studio and Arc’teryx China issued apologies. The Chinese team admitted that the project “deviated from its intended presentation” and promised to cooperate with third-party assessments and remediation efforts. Shortly after, the brand’s overseas team released a separate statement that differed from the Chinese version. Chinese netizens perceived Arc’teryx’s overseas apology as insincere, prompting online criticism over sincerity and accusations of shifting blame. This inconsistency further eroded public trust. The crisis stems from Arc’teryx’s September 19 collaboration with artist Cai on “Rising Dragon,” a large-scale pyrotechnic project in the Himalayan region of Jiangzi Relong, Tibet, at roughly 5,500 meters above sea level. What the brand framed as an artistic homage to nature — creating a “giant dragon” along the ridge — has become a lightning rod for accusations of environmental destruction. The spectacle drew widespread condemnation from outdoor enthusiasts, celebrities, and social media users who criticized the act for violating the “leave no trace” ethic and potentially harming the fragile high-altitude ecosystem. Some vowed never to buy Arc’teryx again. Renowned Chinese writer Li Juan commented on the incident, saying she was so angry that she couldn’t even come up with a title for a post. The video has since been retracted. Rooted in high-altitude performance and Canadian wilderness heritage, Arc’teryx has long championed reverence for nature and deep connections between humans and the environment. For this community of avid outdoorspeople, professionals, and affluent consumers who buy not just products but an ethos, fireworks in an ecologically sensitive alpine zone represent a profound betrayal. Chinese authorities launched an investigation after the backlash intensified. Officials confirmed Sunday they had dispatched an investigation team to the site. Arc’teryx pledged to engage professional environmental protection agencies to conduct transparent assessments of any damage. The Jing Take The Arc’teryx crisis exposes the complex challenges facing Chinese-owned brands operating on the global stage, where missteps can instantly transform growth engines into reputation disasters. Since a consortium led by Anta Group acquired parent company Amer Sports in 2019, Arc’teryx has become a cornerstone of Anta’s premium outdoor portfolio. The brand’s recent strong performance, with resale items commanding premium prices on secondary markets, seemed to validate the acquisition strategy. Yet, this controversy reveals how quickly brand equity built over decades can evaporate in the digital age. The incident highlights critical gaps in global brand management for Chinese companies expanding internationally. Arc’teryx’s inconsistent messaging across markets suggests insufficient coordination between regional teams — a fundamental error in crisis communications. For brands operating across cultures, values alignment and consistent messaging aren’t optional; they’re existential requirements. The contrast with competitor Mammut offers instructive lessons. Sharp-eyed netizens recalled Mammut’s 2015 project to commemorate the 150th anniversary of the first Matterhorn ascent, where the Swiss brand partnered with local authorities to create a light installation using headlamps along the mountain ridge. The project honored mountaineering history without environmental controversy — achieving artistic impact through restraint rather than spectacle. This comparison, now circulating widely on Chinese social media, demonstrates how consumers increasingly value authentic engagement over attention-grabbing stunts. In an era of heightened environmental consciousness and social media accountability, sustainable brand building requires consistency between stated values and actual behavior — a lesson Arc’teryx is learning at considerable cost. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

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Mixed messages deepen Arc’teryx’s Tibet fireworks crisis