The cause of the incident starts with the DG promotional video. In order to highlight the Chinese style elements, the Shanghai DG Show released an advertising film with Chinese characteristics. However, the content of the advertising film caused discomfort to many netizens. It turns out that in the commercial, the Chinese model not only used chopsticks in strange postures to eat pizza and Italian cannelloni, but the narration also deliberately used "Chinese pronunciation" and an arrogant tone, which made people suspect that it was deliberately vilifying China, which caused a lot of controversy. Then the incident escalated, and a netizen had a dispute with a DG designer. During the conversation, the designer made insulting remarks about China. After the netizen posted the remarks on the Internet, it aroused public outrage.

The trigger for this incident was actually a set of advertisements titled "Eating with Chopsticks" released by DG to promote a large-scale fashion show they were about to hold in Shanghai. This set of advertisements, the third in total, describes the process of a Chinese beauty using chopsticks to eat Italian food, but discovering that chopsticks and Italian food do not go well together.

However, some Chinese and even Asians feel that this set of ads is racist and insults the way Chinese and Asians eat with chopsticks. However, some Chinese and Asians do not feel that the problem with this advertisement is particularly serious. It is worth noting that when the DG advertisement first caused controversy, the whole incident did not fall into an "earth-shaking" situation, but still stayed at a stage where "the benevolent sees the benevolence and the wise see the wisdom."

What really hurt DG was Stefano Gabbana, the main designer and co-founder of this clothing brand.

Because of the previous "Eating with Chopsticks" advertisement, an Asian model named Michaela Phuong Thanh Tranova specifically sent a message to Stefano Gabbana, telling him that DG's advertisement had caused racial discrimination controversy. Stefano replied that these controversies are all fake news.

Later, Michaela responded: How can you say racism is fake news? As a result, Stefano got into trouble with Michaela because of this. An angry Stefano mistook Michaela for a Chinese and stressed, "Does eating dog meat mean that you are also racist?" ?The whole world knows your attitude towards dogs, so you are more racist than us? We cheer for loving dogs, not eating dogs, and spending time with dogs?

Regarding Stefano's words and attitude, Michaela said, "If you speak with this attitude, then it has proven that you are a fool. Congratulations to you. I am not sure whether you are a racist." There is already an answer. ? Michaela also criticized Stefano and said: ?No wonder your brand is like shit. Your narrow world view is the root of the problem. You are a pathetic person. goodbye. ?

In order to vent his anger, Stefano began to viciously insult China, those words that everyone now knows are seriously insulting: ?In the future, I will say that China is A country that is like shit?, "We will be fine without you", "China is an ignorant gangster who smells garbage".

In the end, Stefano laughed wildly and said: "I'm not afraid of your posts (accusing me of racism) at all, hahahahahahahahaha." In the end, Michaela not only took screenshots of these words, but also posted them specifically.

Due to the boycott of many Chinese celebrities, DG’s activities in Shanghai have been completely cancelled. In this regard, the D&G brand officially apologized and blamed the account for being stolen. Although it also emphasized its love and respect for Chinese culture, this did not eliminate the anger in the hearts of the people because it did not completely delete a previous paragraph that was suspected of insulting Chinese chopstick culture. Advertising video.

Many celebrities invited to attend this event, such as Chen Kun, Chen Xuedong, Wang Junkai, Li Bingbing, Huo Siyan, Hu Bing, etc. also posted on Weibo that they would not attend this D&G fashion show.

Wang Junkai and Dilraba also terminated their cooperative relationship with the brand.

***The Youth League Central Committee responded to this incident on Weibo and clearly stated our position. We welcome international exchanges and communications from all fields, but these must be based on mutual respect.

Otherwise, if you don’t know how to respect others and just unilaterally think that you are noble, you will only be humiliating yourself.