Japan’s WEGO fashion brand is latest firm to feel force of Chinese consumer backlash

Japanese fashion brand WEGO has abandoned plans for a collaboration with the popular anime and manga franchise My Hero Academia following an outpouring of anger from Chinese consumers. The controversy stems from the proposed range of My Hero Academia-themed clothing, which triggered outrage on Chinese social media. This was due to the 2020 controversy surrounding a character named Maruta Shiga, whose name evoked memories of human experimentation during Japan's wartime Unit 731.

WEGO's decision to launch the range on September 18, the 95th anniversary of the 1931 Mukden Incident, further exacerbated tensions. The fiasco highlights the ongoing resentment over Japan's imperial history, which continues to strain relations between the two nations. Despite planning to open its first Chinese flagship store in Shanghai, WEGO has apologized for their insufficient due diligence in the content.

The Japanese parent company also announced the cancellation of the collaboration. My Hero Academia creator Kohei Horikoshi had promised to change the character's name, claiming he took the issue seriously. The controversy comes amid high tensions between Tokyo and Beijing, which have been escalating since Japanese Prime Minister Sanae Takaichi's remarks about an attack on Taiwan.

Diplomatic relations are at their lowest point in a decade, with both countries increasing visa fees and cutting off high-level dialogue. However, some Japanese politicians and trade groups are attempting to restore communication.