{
  "id": 7096248,
  "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",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-09-13T10:55:06.000Z",
  "source": {
    "name": "South China Morning Post",
    "slug": "south-china-morning-post",
    "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 to launch a My Hero Academia-themed clothing range after provoking anger from Chinese consumers. The brand's proposal, announced for September 18th coinciding with the 95th anniversary of the 1931 Mukden Incident, reignited tensions due to historical sensitivities. The character name 'Maruta Shiga' evoked memories of Japan's wartime Unit 731, leading to condemnation on Chinese social media. WEGO, planning to open its first Chinese flagship store in Shanghai, apologized for not conducting adequate research and cited 'circumstances' for the cancellation of the collaboration, while the Japanese parent company made a brief statement reiterating the decision. The incident highlights ongoing historical grievances between Japan and China, exacerbated by recent diplomatic tensions. Diplomatic relations between the two nations have been strained since Japanese Prime Minister Sanae Takaichi's November remarks about an attack on Taiwan potentially constituting a \"survival-threatening situation\".",
  "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": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "Reuters Business via SCMP",
        "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",
        "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."
}