The past isn't past: Why Starbucks and Lululemon face backlash in East Asia
Global brands spend millions tailoring campaigns for local audiences. But sometimes, a single word or symbol can spark a backlash. In recent weeks, two major brands have learned just how quickly history can shape public reaction. CNA Senior Correspondents Lim Yun Suk and Tan Yew Guan unpack the recent controversies surrounding Starbucks in South Korea and Lululemon in China, and explore why history remains a powerful force shaping consumer perceptions and brand reputations.
Global brands spend millions tailoring campaigns for local audiences. But sometimes, a single word or symbol can spark a backlash. In recent weeks, two major brands have learned just how quickly history can shape public reaction. CNA Senior Correspondents Lim Yun Suk and Tan Yew Guan unpack the recent controversies surrounding Starbucks in South Korea and Lululemon in China, and explore why history remains a powerful force shaping consumer perceptions and brand reputations.
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