When the Swedish fast-fashion giant H&M said in September that it was ending its relationship with a Chinese supplier accused of using forced labor, a few Chinese social media accounts dedicated to the textile industry took note. But by and large, the moment passed without fanfare.
Half a year later, Beijing’s online outrage machine sprang into action. This time, its wrath was unsparing.
The Communist Party’s youth wing denounced H&M on social media and posted an archival photo of slaves on a Mississippi cotton plantation. Official news outlets piled on with their own indignant memes and hashtags. Patriotic web users carried the message across far and varied corners of the Chinese internet.
Within hours, a tsunami of nationalist fury was crashing down upon H&M, Nike, Uniqlo and other international clothing brands, becoming the latest eruption over China’s policies in its western region of Xinjiang, a major cotton producer.
sanctions imposed on Chinese officials last week by the United States, the European Union, Britain and Canada in connection to Xinjiang. China has placed hundreds of thousands of the region’s Uyghurs and other ethnic minorities in indoctrination camps and used harsh methods to push them into jobs with factories and other employers.
“The hate-fest part is not sophisticated; it’s the same logic they’ve followed going back decades,” said Xiao Qiang, a research scientist at the School of Information at the University of California, Berkeley, and the founder of China Digital Times, a website that tracks Chinese internet controls. But “their ability to control it is getting better,” he said.
“They know how to light up those ultra-pro-government, nationalist users,” Mr. Xiao continued. “They’re getting very good at it. They know exactly what to do.”
rejected the notion that Beijing had led the boycott campaign against H&M and the other brands.
“These foreign companies refuse to use Xinjiang cotton purely on the basis of lies,” Mr. Zhao said at a news briefing. “Of course this will trigger the Chinese people’s dislike and anger. Does the government even need to incite and guide this?”
After the Communist Youth League ignited the outrage on Wednesday, other government-backed groups and state news outlets fanned the flames.
They posted memes proposing new meanings behind the letters H and M: mian hua (cotton), huang miu (ridiculous), mo hei (smears). The official Xinhua news agency posted an illustration depicting the Better Cotton Initiative, a group that had expressed concerns about forced labor in Xinjiang, as a blindfolded puppet controlled by two hands that were patterned like an American flag.
The buzz quickly drew notice at Beijing’s highest levels. On Thursday, a Foreign Ministry spokeswoman held up a photo of slaves in American cotton fields during a news briefing.
shared a clip showing a worker removing an H&M sign from a mall. A user in Beijing who posts about television stars highlighted entertainers who had ended their contracts with Adidas and other targeted brands.
“Today’s China is not one that just anyone can bully!” he wrote to his nearly seven million followers. “We do not ask for trouble, but we are not afraid of trouble either.”
A fashion influencer named Wei Ya held a live video event on Friday hawking products made with Xinjiang cotton. In her Weibo post announcing the event, she made sure to tag the Communist Youth League.
By Monday, news sites were circulating a rap video that combined the cotton issue with some popular recent lines of attack on Western powers: “How can a country where 500,000 have died of Covid-19 claim the high ground?”
One Weibo user posted a lushly animated video that he said he had worked through the night to make. It shows white-hooded men pointing guns at Black cotton pickers and ends with a lynching.
“These are your foolish acts; we would never,” a caption reads.
Less than two hours after the user shared the video, it was reposted by Global Times, a party-controlled newspaper known for its nationalist tone.
Many web users who speak up during such campaigns are motivated by genuine patriotism, even if China’s government does pay some people to post party-line comments. Others, such as the traffic-hungry blog accounts derided in China as “marketing accounts,” are probably more pragmatic. They just want the clicks.
tests conducted by China Digital Times, internet platforms have been diligently controlling search results and comments related to Xinjiang and H&M since last week.
An article in Global Times urged readers to “resolutely criticize those like H&M that make deliberate provocations, but at the same time, stay rational and beware of pretend patriots joining the crowd to stir up hatred.”
The Communist Youth League has been at the forefront of optimizing party messages for viral engagement. Its influence is growing as more voices in society look for ways to show loyalty to Beijing, said Fang Kecheng, an assistant professor in the School of Journalism and Communications at the Chinese University of Hong Kong.
apologized for the “bad impact” her post had made.
“Don’t just support Xinjiang cotton, support Xinjiang people too!” another Weibo user wrote. “Support Xinjiang people walking the streets and not having their phone and ID checked.”
The post later vanished. Its author declined to comment, citing concerns for his safety. Weibo did not respond to a request for comment.
Last week, calls for the cancellation of H&M and other Western brands went out across Chinese social media as human rights campaigns collided with cotton sourcing and political gamesmanship. Here’s what you need to know about what’s going on and how it may affect everything from your T-shirts to your trench coats.
What’s all this I’m hearing about fashion brands and China? Did someone make another dumb racist ad?
No, it’s much more complicated than an offensive and obvious cultural faux pas. The issue centers on the Xinjiang region of China and allegations of forced labor in the cotton industry — allegations denied by the Chinese government. Last summer, many Western brands issued statements expressing concerns about human rights in their supply chain. Some even cut ties with the region all together.
Now, months later, the chickens are coming home to roost: Chinese netizens are reacting with fury, charging the allegations are an offense to the state. Leading Chinese e-commerce platforms have kicked major international labels off their sites, and a slew of celebrities have denounced their former foreign employers.
growing political and economic implications. On the one hand, as the pandemic continues to roil global retail, consumers have become more attuned to who makes their clothes and how they are treated, putting pressure on brands to put their values where their products are. One the other, China has become an evermore important sales hub to the fashion industry, given its scale and the fact that there is less disruption there than in other key markets, like Europe. Then, too, international politicians are getting in on the act, imposing bans and sanctions. Fashion has become a diplomatic football.
This is a perfect case study of what happens when market imperatives come up against global morality.
Tell me more about Xinjiang and why it is so important.
Xinjiang is a region in northwest China that happens to produce about a fifth of the world’s cotton. It is home to many ethnic groups, especially the Uyghurs, a Muslim minority. Though it is officially the largest of China’s five autonomous regions, which in theory means it has more legislative self-control, the central government has been increasingly involved in the area, saying it must exert its authority because of local conflicts with the Han Chinese (the ethnic majority) who have been moving into the region. This has resulted in draconian restrictions, surveillance, criminal prosecutions and forced-labor camps.
OK, and what about the Uyghurs?
A predominantly Muslim Turkic group, the Uyghur population within Xinjiang numbers just over 12 million, according to official figures released by Chinese authorities. As many as one million Uyghurs and other Muslim minorities have been retrained to become model workers, obedient to the Chinese Communist Party via coercive labor programs.
The New York Times, The Wall Street Journal, Axios and others published reports that connected Uyghurs in forced detention to the supply chains of many of the world’s best-known fashion retailers, including Adidas, Lacoste, H&M, Ralph Lauren and the PVH Corporation, which owns Calvin Klein and Tommy Hilfiger, many of those brands reassessed their relationships with Xinjiang-based cotton suppliers.
banned all imports of cotton from the region, as well as products made from the material and declared what was happening “genocide.” At the time, the Workers Rights Consortium estimated that material from Xinjiang was involved in more than 1.5 billion garments imported annually by American brands and retailers.
That’s a lot! How do I know if I am wearing a garment made from Xinjiang cotton?
You don’t. The supply chain is so convoluted and subcontracting so common that often it’s hard for brands themselves to know exactly where and how every component of their garments is made.
So if this has been an issue for over a year, why is everyone in China freaking out now?
It isn’t immediately clear. One theory is that it is because of the ramp-up in political brinkmanship between China and the West. On March 22, Britain, Canada, the European Union and the United States announced sanctions on Chinese officials in an escalating row over the treatment of Uyghurs in Xinjiang.
Not long after, screenshots from a statement posted in September 2020 by H&M citing “deep concerns” about reports of forced labor in Xinjiang, and confirming that the retailer had stopped buying cotton from growers in the region, began circulating on Chinese social media. The fallout was fast and furious. There were calls for a boycott, and H&M products were soon missing from China’s most popular e-commerce platforms, Alibaba Group’s Tmall and JD.com. The furor was stoked by comments on the microblogging site Sina Weibo from groups like the Communist Youth League, an influential Communist Party organization.
Within hours, other big Western brands like Nike and Burberry began trending for the same reason.
And it’s not just consumers who are up in arms: Influencers and celebrities have also been severing ties with the brands. Even video games are bouncing virtual “looks” created by Burberry from their platforms.
one second (there were 100 made). That’s why H&M worked with Victoria Song, Nike with Wang Yibo and Burberry with Zhou Dongyu.
But Chinese influencers and celebrities are also sensitive to pleasing the central government and publicly affirming their national values, often performatively choosing their country over contracts.
In 2019, for example, Yang Mi, the Chinese actress and a Versace ambassador, publicly repudiated the brand when it made the mistake of creating a T-shirt that listed Hong Kong and Macau as independent countries, seeming to dismiss the “One China” policy and the central government’s sovereignty. Not long afterward, Coach was targeted after making a similar mistake, creating a tee that named Hong Kong and Taiwan separately; Liu Wen, the Chinese supermodel, immediately distanced herself from the brand.
Tencent removed two Burberry-designed “skins” — outfits worn by video game characters that the brand had introduced with great fanfare — from its popular title Honor of Kings as a response to news that the brand had stopped buying cotton produced in the Xinjiang region. The looks had been available for less than a week.
So this is hitting both fast fashion and the high end. How much of the fashion world is involved?
Potentially, most of it. So far Adidas, Nike, Converse and Burberry have all been swept up in the crisis. Even before the ban, additional companies like Patagonia, PVH, Marks & Spencer and the Gap had announced that they did not source material from Xinjiang and had officially taken a stance against human rights abuses.
removed their policies against forced labor from their websites.
That seems squirrelly. Is this likely to escalate?
Brands seem to be concerned that the answer is yes, since, apparently fearful of offending the Chinese government, some companies have proactively announced that they will continue buying cotton from Xinjiang. Hugo Boss, the German company whose suiting is a de facto uniform for the financial world, posted a statement on Weibo saying, “We will continue to purchase and support Xinjiang cotton” (even though last fall the company had announced it was no longer sourcing from the region). Muji, the Japanese brand, is also proudly touting its use of Xinjiang cotton on its Chinese websites, as is Uniqlo.
Wait … I get playing possum, but why would a company publicly pledge its allegiance to Xinjiang cotton?
It’s about the Benjamins, buddy. According to a report from Bain & Company released last December, China is expected to be the world’s largest luxury market by 2025. Last year it was the only part of the world to report year on year growth, with the luxury market reaching 44 billion euros ($52.2 billion).
Is anyone going to come out of this well?
One set of winners could be the Chinese fashion industry, which has long played second fiddle to Western brands, to the frustration of many businesses there. Shares in Chinese apparel groups and textile companies with ties to Xinjiang rallied this week as the backlash gained pace. And more than 20 Chinese brands publicly made statements touting their support for Chinese cotton.
H&M faces a boycott. Tommy Hilfiger, Adidas, Nike, Converse and Calvin Klein have lost their brand ambassadors. Burberry has had to give up an online video game partnership.
Western brands are suddenly feeling the wrath of the Chinese consumer, the very shoppers who for years have clamored for their products and paid them vast amounts of money. Egged on by the ruling Communist Party, Chinese online activists are punishing foreign companies that have joined a call to avoid using cotton produced in the Chinese region of Xinjiang, where the authorities are waging a broad campaign of repression against ethnic minorities.
The sudden bout of rage lays bare the vulnerability of foreign companies as tensions worsen between China and the United States and other countries. Lawmakers in the United States in particular who have been increasingly critical of China have pressured international companies to take a public stance on China’s human rights practices, including in Xinjiang. That makes the companies convenient targets for Chinese officials who are aggressively pushing back against American officials.
“A lot of Western countries and China are pretty black-and-white on this issue. There’s not a lot of gray,” said Trey McArver, a co-founder of Trivium China, a consultancy that helps foreign businesses sell in China, referring to the opposing stances over Beijing’s policies in Xinjiang. “You can’t agree with both of them, so I don’t think it’s an easy answer.”
imposed fresh sanctions on top Chinese officials this week. These sought to punish Beijing for abuses against the Uyghurs and other minorities, which have been well documented by foreign media and rights groups. There is also growing evidence that cotton from Xinjiang is linked to coercive labor programs and mass internment of as many as one million Uyghurs, Kazakhs and other largely Muslim minorities, the U.S. government and rights groups say.
It isn’t clear what the long-term impact might be on Western companies that depend on China to make or buy their products. On Thursday, there was still a steady stream of shoppers at several popular H&M and Nike outlets in Shanghai and Beijing. Previous state media-driven pressure campaigns against companies like Apple, Starbucks and Volkswagen failed to dent Chinese demand for their products.
Still, their position could become increasingly precarious as Beijing looks for ways to counter the narrative. And it is no stranger to flexing its economic muscle for political ends.
Years earlier, after South Korea embraced an American antimissile defense system, the Chinese government fed anti-South Korean sentiment in the country that forced Lotte Mart, a popular South Korean supermarket, to shut many of its outlets. The missile system stayed, but Beijing was still able to exact pain.
Such tactics have become a common feature of China’s increasingly aggressive brand of diplomacy. Chinese diplomats now routinely deploy a mix of threats and nationalistic messages to browbeat Beijing’s critics and assert the country’s interests.
phrase traced to Xi Jinping, China’s top leader, who, in demanding loyalty to the party, said in 2014: “Never allow eating the Communist Party’s food and then smashing the Communist Party’s cooking pots.”
raised concerns about labor in Xinjiang. She said she was now skeptical of the brand. “I probably would not buy it from now on,” she said.
Chinese state media outlets have overtly stoked the outrage with hashtags on social media and bold headlines. Government officials have sought to depict the outcry as authentic, with a Commerce Ministry spokesman saying on Thursday that Chinese consumers were “hoping that the relevant companies would correct their wrong practices.”
For decades, foreign companies operating in China have been largely wary of appearing critical of the Chinese government. And in recent years, several of them have been besieged by a growing army of nationalistic online users, who have been ready to pounce on the three T’s: Tibet, Taiwan and Tiananmen. All have been quick to apologize, and emerged largely unscathed.
an alliance to curb China’s influence, Beijing, emboldened by its success in curbing the coronavirus outbreak at home, is pushing back hard against what it perceives as hypocrisy.
“It might get more heated,” said Jörg Wuttke, the president of the European Chamber of Commerce in China, in an email. More European companies are going to be caught between a rock and a hard place, he said. “Everybody has to service their domestic crowd.”
But for many of these companies, the issue is more complicated than a matter of managing public relations.
To obtain cotton, the companies almost certainly need to get it from Xinjiang, which produces 87 percent of the material in China. Roughly one in five cotton garments sold globally contains cotton or yarn from Xinjiang.
But in January, the Trump administration announced a ban on imports of cotton from Xinjiang, as well as all products made with those materials, putting pressure on brands to check their supply chains. Rights groups such as the Uyghur Human Rights Project have also been pushing American lawmakers to enact sweeping legislation that would block imports from Xinjiang, unless companies can prove that their supply chains are free of forced labor.
Ms. Hua, the Foreign Ministry spokeswoman, on Thursday denounced the accusations of forced labor, saying Beijing’s policies in Xinjiang provided employment opportunities to lift people out of poverty.
“The accusation of ‘forced labor’ in Xinjiang is entirely a lie concocted by certain anti-China forces,” she said. “The purpose is to discredit China’s image, undermine Xinjiang’s security and stability and impede China’s development.”
Communist Youth League, an influential Communist Party organization, and state media highlighted a statement that the company made eight months ago setting out its concerns about forced labor in Xinjiang. That prompted Chinese internet users to call for a boycott.
The company responded on Wednesday by saying its statement last year on Xinjiang did not “represent any political position.” That made internet users, who were baying for an apology, only more furious.
On Thursday, a mall in Xinjiang’s capital, Urumqi, shut an H&M outlet, urging the company to apologize formally to people in the region. In the southwestern city of Chengdu, workers dismantled the company’s sign from a store.
“I don’t expect this to die down,” said Surya Deva, an associate professor at the City University of Hong Kong and a member of the United Nations working group on business and human rights. “This is a different trajectory and a different era.”
Justine Nolan, a professor in Sydney at the faculty of law and justice at the University of New South Wales, said it was also an opportunity for foreign companies to demonstrate their support for human rights.
“They are now being put to the test,” she added. “This is the red line for them — and it’s not an issue that they can afford to be halfhearted about.”
Reporting and research were contributed by Coral Yang, Claire Fu, Chris Buckley and Elsie Chen.
The fashion retailer H&M is facing a potential boycott in China after a statement the company made last year expressing deep concerns over reports of forced labor in Xinjiang stirred a social media storm this week.
A similar statement from Nike was also attracting criticism on Wednesday, a sign that Western clothing manufacturers could face growing hostility in China for their public stances against forced labor in Xinjiang and for halting cotton sourcing from the region.
The H&M statement, which can be found on the website of the Swedish retailer, was posted in September after growing global scrutiny around the use of Uyghurs in forced labor in Xinjiang.
In it, H&M said that it was “deeply concerned by reports from civil society organizations and media that include accusations of forced labor and discrimination of ethno-religious minorities” in Xinjiang and that it had stopped buying cotton from growers in the region.
Communist Youth League, an influential Communist Party organization.
“Want to make money in China while spreading false rumors and boycotting Xinjiang cotton? Wishful thinking!” the group said in a post, echoing one of the People’s Liberation Army’s statements that called H&M’s stance “ignorant and arrogant.”
On Monday, Britain, Canada, the European Union and the United States announced sanctions on Chinese officials in an escalating row over the treatment of Uyghurs in Xinjiang. Roughly one in five cotton garments sold globally contains cotton or yarn from the region, where authorities have used coercive labor programs and mass internment to remold as many as one million Uyghurs, Kazakhs and other largely Muslim minorities into model workers obedient to the Communist Party.
Nike could be next. The company posted a statement on its website expressing concerns “about reports of forced labor in and connected to” Xinjiang. “Nike does not source products” from the region, and “we have confirmed with our contract suppliers that they are not using textiles or spun yarn from the region.”
On Wednesday, Nike was at the top of Weibo’s “hot search” list. Some users were furious that Nike had joined the boycott of cotton from the region. The company declined to comment.
a statement, saying that she no longer had a relationship with the brand and that “national interests are above all else.”
By Wednesday evening, at least three major Chinese e-commerce platforms — Pinduoduo, Jingdong and Tmall — had removed H&M from search results and withdrawn its products from sale. The actions underscored the pressures faced by foreign companies doing business in China while navigating political and cultural debates like the country’s sovereignty and its checkered human rights record.
On Wednesday night, H&M China responded with a post on the Sina Weibo microblogging site, saying the company did not “represent any political position.”
“H&M Group respects Chinese consumers as always,” the statement said. “We are committed to long-term investment and development in China.”
H&M is the world’s second-largest fashion retailer by sales, after Inditex, the owner of Zara, and China is its fourth-biggest market.
The state broadcaster CCTV criticized H&M, and said it was “a miscalculation to try to play a righteous hero.” H&M, it said, “will definitely pay a heavy price for its wrong action.”
He added that H & M was “extremely concerned about the situation in the country.”
The company’s action followed a statement last month from H & M, Inditex, Bestseller and Primark that stressed they were paying attention to events and affirmed their commitment to democratic standards. The brands are all signatories of ACT, or Action, Collaboration, Transformation, an agreement brokered between brands and the global trade union IndustriALL. It is meant to ensure that workers using collective bargaining and freedom of association can negotiate living wages.
This week, alongside public servants, medical and bank workers as well as teachers, Ms. Moe Sandar Myint and other union leaders continued calls for an extended nationwide strike, one that would paralyze the Myanmar economy and send a message to the generals who had taken over the country at gunpoint.
Ma Tin Tin Wei, 26, makes men’s jackets for the Italian brand OVS and other labels. A garment worker for five years and union leader for four, she organized a strike on her factory floor after the coup in which workers wore white blouses and red ribbons and sang famous historical songs and anthems (a move allowed by factory management). She worked just six days in February, spending most of her time sending letters to embassies, thinking about social media campaigns and preparing for the strikes.
“If there were rights violations before in factories, then under a military regime there is no question that things will be even worse for garment workers with low-wage jobs,” she said. “This is a fight I must take on. We can’t accept this, even if it means risking arrest or death. It’s for me, my family, my union colleagues and all the people of Myanmar.”
A recent study suggests the number of people making less than $1.90 a day in Myanmar has more than tripled, to 63 percent of the population, since the pandemic began. Now, after a year of Covid-19-induced shutdowns, layoffs, pay cuts and union crackdowns, tens of thousands of garment workers have been spurred into civil disobedience in recent weeks, as the coup threatens both their freedom and the industry.
Factory owners, however, are torn between allowing workers to attend rallies and facing the wrath of the police for letting them. Many also fear a possible reintroduction of sanctions, and that the growing instability will push valuable international brands away. But several of the garment union leaders said they were prepared to make whatever sacrifices were necessary — including mass layoffs as a result of potential sanctions — to defeat the military dictatorship.