{
  "id": 7095547,
  "title": "Japan’s WEGO fashion brand is latest firm to feel force of Chinese consumer backlash",
  "url": "https://urgent.news/2026/09/13/japans-wego-fashion-brand-is-latest-firm-to-feel-force-of-chinese",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-09-13T10:55:06.000Z",
  "source": {
    "name": "Reuters Business via SCMP",
    "slug": "reuters-business-via-scmp",
    "url": "https://www.scmp.com/news/china/diplomacy/article/3367353/japans-wego-fashion-brand-latest-firm-feel-force-chinese-consumer-backlash"
  },
  "original_language": "en",
  "account": "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.",
  "summary": "Japanese fashion brand WEGO has scrapped a plan to launch a new range in collaboration with the hit anime and manga franchise My Hero Academia after it triggered an angry backlash from Chinese consumers. The Tokyo-based company triggered an outcry on Chinese social media after announcing it would release an exclusive range of My Hero Academia-themed clothing. The franchise was widely condemned in…",
  "key_points": [
    "WEGO cancels My Hero Academia clothing collaboration due to Chinese consumer backlash",
    "Controversy over character name Maruta Shiga evokes wartime Unit 731 human experimentation memories",
    "Apology issued for insufficient due diligence in content selection"
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "South China Morning Post",
        "title": "Japan’s WEGO fashion brand is latest firm to feel force of Chinese consumer backlash",
        "url": "https://urgent.news/2026/09/13/japans-wego-fashion-brand-is-latest-firm-to-feel-force-of-chinese-7096248",
        "published": "2026-09-13T10:55:06.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}