Yiling Pan
Jan 14, 2019

Bulgari’s Chinese New Year campaign wasn’t kosher

A short-lived WeChat promotion attempted wordplay involving the word "jew" and the mandarin word for pig.

Launching creative marketing campaigns to celebrate the upcoming Chinese Lunar New Year has proven to be a minefield for luxury brands.

While Chinese consumers are still occupied with criticizing Burberry’s weird Chinese New Year tribute, another brand, Bulgari, got caught in a different controversy last week after linking Jewish culture with pigs to welcome China’s 2019 Lunar New Year. On February 5, it will become the Year of Pig, according to Chinese astrology. In...

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