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How Brands Handle Getting Cancelled in China

More than 80 percent of companies apologised upon facing backlash for actions or advertising seen as infringing on China’s territorial integrity, a new study found.
Exterior of Hugo Boss store
More than 80 percent of companies apologised upon facing backlash for actions or advertising seen as infringing on China’s territorial integrity, a new study found. (Shutterstock)

Amid a rising wave of nationalism, Chinese shoppers have mounted at least 78 boycotts of foreign companies since 2016, more than six times the number seen in the preceding eight years, a new study found.

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