Japan’s WEGO fashion brand is latest firm hit by Chinese consumer backlash
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WEGO scrapped a collaboration with an anime and manga franchise that triggered controversy with a perceived reference to wartime atrocities.

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 China over a 2020 controversy about a character that conducted lethal human experiments – a topic…

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