Japanese Mask Brand Criticized by Chinese State Media for "Playing Dumb" on Historical Issues

(CNA Taipei, Aug. 8) The Japanese mask brand "PITTA MASK" released advertising content themed around the Qixi Festival on the 6th, which was criticized by Chinese state media for "playing dumb" on historical issues. The brand's Weibo account has also been suspended.

Although Qixi originally referred to the lunar calendar, the Japanese mask brand "PITTA MASK" posted an advertisement on Weibo on the 6th, with the slogan "Tomorrow (July 7th) is Qixi Festival," accompanied by romantic imagery. July 7th marks the anniversary of the Marco Polo Bridge Incident, and this year is the 89th anniversary.

Many Chinese netizens expressed dissatisfaction, believing the brand "lacked historical sensitivity," ignored the red line of Sino-Japanese historical issues, and "deliberately engaged in inappropriate marketing on a sensitive date."

As the controversy continued to escalate, the Chinese state media outlet Beijing Daily published a commentary on the 7th, stating that the brand had not removed the post or apologized even after being reminded by Chinese netizens, whether it was "deliberately playing blind" or "simply didn't care."

The article claimed, "For Chinese people, this day is by no means a romantic node suitable for commercial promotion. Blurring key nodes is blurring historical truth."

The article further stated, "For a long time, Japanese historical revisionism has been rampant, and the 'Marco Polo Bridge Incident' has been distorted in local textbooks. This distorted value continues to be projected into reality, from the ignorance of brand operations to the borderline 'worship of war criminals' in anime IPs. Some Japanese businesses want to earn money from Chinese consumers, yet they always play dumb on historical issues or even cross the line."

The article concluded by emphasizing that the Chinese market is open and inclusive, but "this is not a reason for some people to bite the hand that feeds them." On issues of safeguarding historical justice and national righteousness, Chinese people "will not tolerate any provocation."

Currently, the "PITTA MASK" Weibo account displays "Due to violations of relevant laws and regulations, this user is currently suspended." (Editor: Lu Jia-rong / Zhu Jian-ling) 1150708

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