Arc’teryx Apologizes After Controversial Fireworks in Tibet

A promotional event by outdoor apparel brand Arc’teryx has drawn significant backlash following a fireworks display held in Tibet. The event took place on September 19, 2023, in Gyantse county, located in Shigatse region, at the foot of the Himalayas. The display, titled “Ascending Dragon,” featured vibrant fireworks along a mountain trail and was organized in collaboration with renowned Chinese artist Cai Guoqiang.

Both the brand and Cai have since issued public apologies, recognizing oversights in their planning and committing to cooperate with local authorities regarding environmental assessments. The event is now under investigation by Chinese officials due to concerns over its ecological impact.

Public Outcry and Environmental Concerns

The fireworks show, which included a stunning 2,500-meter golden “dragon,” was met with immediate public criticism. Many social media users expressed their concerns about the potential harm to the delicate ecosystem of the Tibetan plateau, known for its vulnerability to environmental disruption. Critics argued that the event was contrary to Arc’teryx’s reputation for conservation and outdoor preservation.

Chinese state media, including China Environment News, published articles condemning the display. They highlighted that, despite measures taken to minimize environmental impact, there was no assurance that the fireworks did not cause harm. The publication emphasized that the Tibetan plateau’s fragile ecosystem necessitates stringent protections, describing the safeguarding of this region’s environment as a “red line that must not be crossed.”

Local authorities in Shigatse announced the formation of an investigation team to determine the extent of the environmental impact and to decide on further actions based on their findings.

Corporate Responses and Future Commitments

In light of the backlash, Arc’teryx removed the promotional video of the fireworks display from its platforms and issued apologies in both English and Chinese. The brand stated that the event was “out of line” with its core values, emphasizing its commitment to outdoor spaces and community.

In an Instagram post, Arc’teryx expressed deep disappointment over the incident, stating, “This event was in direct opposition to our commitment to outdoor spaces, who we are and who we want to be for our people and our community.” The company also addressed its future operations, vowing to work closely with the local artist and its team in China to prevent similar occurrences.

The company’s Chinese statement on WeChat presented a different perspective, indicating that the project aimed to showcase local highland culture through creative expression. Arc’teryx pledged to collaborate with the artist’s team and third-party environmental organizations to assess the project’s impact thoroughly.

This discrepancy in messaging has drawn additional criticism from the public. Some netizens accused Arc’teryx of shifting blame onto its China team, asserting that the brand bears responsibility for actions taken in all regions. One comment on Instagram noted, “Please don’t frame this as just the ‘China team’s fault.’ Arc’teryx is one global brand – you are responsible for what your brand does in every region.”

Cai Guoqiang also issued an apology through his official WeChat account, acknowledging oversights in the execution of the project. He stated that he “humbly accepts” criticism and emphasized his studio’s commitment to environmental protection on the Tibetan plateau. Cai pledged to implement remedial and restoration measures and to support ecological and cultural tourism in Gyantse county.

As the investigation unfolds, the incident serves as a cautionary tale for brands seeking to balance promotional activities with environmental stewardship, particularly in ecologically sensitive regions.