Beijing (PingWest)- China’s wider consumer boycott of foreign brands, from H&M, Nike, Addidas, has widened to more brands include Burberry.
Chinese social network and gaming giant Tencent announced on Thursday that it has two Burberry-designed outfits worn by video game characters from its popular tile Honour of kings.
The move just came a few days after Tencent announced to ink a deal with Burberry to promote its outfits in online games.
Burberry became the first luxury brand affect by the Chinese consumer boycott of foreign brands due to Western accusations of human right abuses in Xinjiang and refused to buy cotton produced in the region.
London-based Burberry said last year that it did not use any raw materials from Xinjiang, where Beijing denies claims of genocide and forced labour in the region.
Burberry is a member of the Better Cotton Initiative, a group that promotes sustainable cotton production which said in October it was suspending its approval of cotton sourced from Xinjiang.
The public backlash - particularly spread among social medias- has initially targeted at brands like H&M, Adidas AG and Nike Inc which have previously expressed critical views on human rights abuse in Xinjiang, China’s biggest cotton-producing region.
Honour of Kings, a multiplayer online role-playing game, became the world’s first game that amassed more than 100 million daily users in average last year. The 95 percent of game users are from China, which spent USD2.6 billion on the game in 2020, making it the most profitable mobile game in the world, according to Sensor Tower.