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Sony: Troubling Coincidence for a Product Launch During a Major Chinese Commemorative Day
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Author(s): Zizhen Wang (Beijing Normal University-Hong Kong Baptist University United International College, China)
Copyright: 2023
Pages: 11
Source title:
Cases on Social Justice in China and Perspectives on Chinese Brands
Source Author(s)/Editor(s): Youssef Elhaoussine (Beijing Normal University-Hong Kong Baptist University United International College, China)and Lulu Wang (Business Advantage Consulting, China)
DOI: 10.4018/978-1-6684-4955-4.ch007
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Abstract
At 22:00 on June 30, 2021, Sony China released a notice on Weibo, which is the main social platform in China, saying that, “The new camera is coming at 22:00 on July 7, 2021. Please look forward to it.” This immediately caused an uproar in China. The date of the new product launch from a Japanese brand coincided with the July 7th, 1937 Nanjing Massacre done by the Japanese imperial army. The coincidence fueled the indignation of Chinese netizens on Weibo and revived patriotic sentiment. Most people who believe Sony's behavior is deliberate and is insulting China express their intention to boycott the brand. Some people just gave their neutral opinion. And minorities conceded that it is just a coincidence and gave their explanation. At last, Sony deleted the post and apologized.
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