Mini has responded to an online backlash in China accusing it of bigotry during the Shanghai Auto Show.
A video from the event appeared to show Mini employees offering ice cream to non-Chinese attendees but refusing to do so for Chinese guests.
According to Mini China, which is owned by BMW in Germany, the sweets were distributed to company employees.
However, the company also expressed “deep regret for the negative mood the incident brought to everyone.”
Mini China stated on the Chinese social media platform Weibo that 600 ice creams were distributed on April 18 and 19 during the performance.
“In addition to distributing 300 portions of ice cream per day, we also reserved a very small portion for our hardworking colleagues on-site,” Mini China explained.
“The four to five foreigners you see in the video are colleagues who are wearing employee badges,” it added.
The company also stated that the incident was the consequence of management and training failures, and urged consideration for the employees in the video.
Mini China stated in an earlier statement that the giveaway was intended to “bring sweetness to friends of all sizes.”
With over 93 million views, “BMW Mini” rapidly became one of the most popular topics on Weibo.
The majority of the comments were negative. “You should have specified that the initial intention was to provide ‘foreign’ big and small friends with treats,” stated a post that received more than 165,000 likes.
“As a Mini owner, I feel ashamed,” said another user.
One YouTuber was motivated by the incident to hand out ice cream in front of Mini’s auto show exhibit.
“I was just angry, and I only gave it to Chinese people,” he told Jimu News, a Chinese news outlet.
Other social media users, however, urged for calm. “Let’s be rational here. No matter what explanation [Mini] provides, there will always be those who disagree,” stated a post that elicited several negative responses.
The former editor-in-chief of the state-owned newspaper Global Times, Hu Xijin, wrote, “We should not magnify a problem to the point where it becomes a matter of principle or ideology.”
“Allow the staff to learn from their mistakes and return to normal as much as feasible. Let’s prevent other vendors from becoming anxious as a result of this,” he added.
Chinese Internet users are speaking out about Chinese people’s image amid rising online nationalism.
A week ago, the French luxury fashion house Dior was also accused of bigotry on Chinese social media for an advertisement depicting an Asian model with her eye corner raised.
The image advertising Dior’s new makeup collection was promptly removed.
Not for the first time has Dior been involved in controversy in China, one of its largest markets.
In 2022, the company was accused of “culturally appropriating” a traditional Chinese pattern for one of its garments.
Earlier that same year, advertisements for a Chinese snack brand featuring a model with narrow eyes attracted criticism.
