Lululemon Apologises After Great Wall Event Sparks Backlash Over Alleged Japanese Drum Use

Lululemon Apologises After Great Wall Event Sparks Backlash Over Alleged Japanese Drum Use Activewear brand Lululemon has issued a public apology after a promotional yoga event held on the Great Wall of China sparked controversy in China over the alleged use of a Japanese-style drum during a cultural performance, triggering widespread online backlash. The event, held in late May and attended by more than 2,000 participants, was part of Lululemon’s large-scale wellness festival aimed at promoting yoga, mindfulness, and what the company described as a celebration of Chinese culture. It featured yoga sessions, performances, and cultural displays staged along the historic landmark. The controversy emerged after footage and images from the event showed actor Zhu Yilong participating in a drum performance alongside a percussion group. Social media users and musicians later questioned whether the instrument used was a traditional Chinese drum or a Japanese taiko drum, a claim that quickly gained traction online. The discussion escalated rapidly on Chinese social media platforms, where critics argued that the use of a Japanese-style drum at a site as symbolically significant as the Great Wall was culturally insensitive. The topic reportedly drew tens of millions of views, intensifying public scrutiny of the event and its organisers. In response, Lululemon acknowledged the backlash and issued a statement expressing regret over the controversy. The company said the incident resulted from “limitations in professional knowledge” and admitted it failed to properly identify potential cultural sensitivities during planning and execution. It added that it would adopt a more cautious and thorough approach to future events. Lululemon has since removed promotional content related to the Great Wall festival from its digital platforms as part of its response to the incident. The event itself had been widely promoted as a flagship wellness activation in China, featuring yoga classes, meditation sessions, and performances staged against one of the country’s most iconic heritage sites. It also highlighted Lululemon’s growing investment in experiential marketing in China, one of its fastest-growing markets globally. However, the backlash underscores the risks faced by international brands operating in China, where cultural symbolism and historical sensitivities can rapidly amplify public reaction online. While some commentators debated whether the instrument was in fact a Japanese taiko drum or a variation of traditional Chinese percussion instruments, the incident has already become a cautionary example of how global marketing campaigns can face intense scrutiny in digitally connected and politically sensitive environments. For now, Lululemon’s apology appears aimed at containing reputational damage while reaffirming its commitment to the Chinese market, where it continues to expand its retail and community-based fitness initiatives.