"Dictator" Joke and One Chuckle Could Cost Mbappe 140 Billion Won... China Halts All La Liga Broadcasts Despite His Apology

Joke About Edited Photo Prompts Swift Response From Chinese Companies
Long-Term Potential Losses Estimated at More Than $100 Million

French soccer star Kylian Mbappe of Real Madrid is facing a major commercial backlash in China over a joke he made about an internet-doctored photo. The fallout appears to be growing, with Chinese companies successively ending advertising deals and China’s state broadcaster suspending its coverage of Spain’s La Liga.

Yonhap News Agency reported on Oct. 31, citing the local outlet Beijing Youth Daily, that sports economics experts projected the economic losses could exceed $100 million (approximately 140 billion won) if Mbappe loses long-term commercial opportunities in the Chinese market.

The controversy began on Oct. 26, when an interview video from the French soccer program “The Bridge” spread online. In the video, Mbappe named as the funniest internet meme about himself a photo compositing his face onto the body of the Chinese president. The video was reportedly filmed in March.

A joke by French soccer star Kylian Mbappe (pictured) about an internet-doctored photo could cost him more than $100 million (approximately 140 billion won) in economic losses in the Chinese market, according to projections. Yonhap News Agency

The video featured an image of former Chinese President Mao Zedong with Mbappe’s face superimposed on it. Mbappe did not mention Mao by name, but said, “This man looks like a dictator in China.” The remark was widely seen in China as mocking Mao, the country’s founding leader, prompting a strong backlash.

Chinese companies responded immediately. Beverage company Dongfeng and dairy producer Mengniu announced on Oct. 27 that they were ending their partnerships with Mbappe. Cheese maker Milkground also decided to terminate its contract. The companies said they would apply a zero-tolerance policy to words or actions that hurt the feelings of the Chinese people. China Central Television (CCTV), the state broadcaster, suspended its coverage of La Liga starting on the night of Oct. 26.

Mbappe has also faced restrictions on advertising and online activity in China. Access to his accounts and the visibility of related content have been limited on Chinese social media platforms Weibo and Xiaohongshu, while promotional materials for some brands, including Dior and On, have reportedly disappeared from China.

On Oct. 27, Mbappe apologized, saying his remarks had been careless. “I understand that I hurt many people in China and Chinese communities around the world,” he said, adding that he had “deep respect for the Chinese people and their history.” La Liga President Javier Tebas also expressed regret, and Real Madrid, Mbappe’s club, apologized to the Chinese people on Oct. 28.

A Chinese Foreign Ministry spokesperson said the apology was taken seriously, but the state broadcaster’s suspension of coverage continued. Analysts say that if the snub by China’s state broadcaster, a major overseas market for Real Madrid and La Liga, continues over the long term, it could also hurt broadcasting rights, advertising and club merchandise sales.

This content was produced with the assistance of AI translation services.