Lululemon has issued a public apology in China after a performance at a company-organised event on the Great Wall sparked a social media backlash over the alleged use of a Japanese drum.

The retailer said on Weibo that it had overlooked potential sensitivities linked to the performance due to what it described as “limitations in professional knowledge”. 

The company apologised to consumers and to actor and brand ambassador Zhu Yilong, and said all related promotional materials had been removed.

The dispute emerged following a large-scale yoga festival held near Beijing in late last month to celebrate Lululemon’s 10th year in Mainland China. The event, which reportedly drew more than 2000 participants, formed part of the company’s broader efforts to deepen engagement with Chinese consumers through community-led experiences.

A drum performance featuring Zhu and the HiiKo Drum Group became the focus of criticism after some social media users claimed the instrument used resembled a Japanese taiko drum rather than a traditional Chinese drum. The criticism quickly spread across Chinese social media. 

In its apology, Lululemon said the event was intended to honour Chinese culture but acknowledged that it had underestimated the cultural sensitivities involved. The company said it “learned profound lessons” and would strengthen its review processes for future events.

The incident highlights the challenges international brands face when navigating cultural sensitivities in other international markets. 

In April, French fashion label Lemaire apologised after a fragrance campaign attracted criticism from Chinese consumers who accused the brand of using culturally insensitive imagery and messaging.