Three Squirrels, one of China's largest online snacks retailers, recently apologized online for a Weibo poster it released in 2019.
It features a female model who was wearing slanted narrow eyes makeup while posing with the company's products.
On Chinese social media, heated debate is ongoing.
Some accuse the AD of insulting China by feeding into the Western stereotype of Chinese people's appearance,
while others insist it has nothing to do with humiliation.
It's not the first time Chinese netizens have split over the slanted narrow eye makeup,
as from automaker Benz and sportswear company Nike also triggered similar controversies.
Grace Zhang, works for multinational public relations and communications firm BCW,
in her opinion, the intention of the poster may well be harmless, but the design of the model is debatable.
I think the makeup style of the model in the poster is rather extreme.
It's not wrong to choose a model with Asian characteristics, since aesthetic sense varies in different groups of people.
But given the recent controversies around commercials' featuring models with a slanted eye makeup,
I think it's better for companies to give full consideration to all the potential hazards when designing an advertisement and try not to upset Chinese consumers.
Industry insiders suggest people should embrace diverse and wholesome aesthetic values,
while business ought to consider and respect the public understanding and sense of beauty.