Chinese officials are investigating outdoor clothing brand Arc'teryx after it apologized for a fireworks display in the Himalayan region of Tibet, which drew backlash for its potential impact on the fragile ecosystem.
Videos from the 19 September event show multi-coloured fireworks erupting across foothills in a display designed by Chinese artist Cai Guo Qiang as part of a promotional campaign.
However, the show sparked a barrage of criticism online, with people saying the stunt contradicts Arc'teryx's image as a conservation-focused brand and calling for a boycott of its clothing line.
The Canadian firm apologized for the display, saying it was out of line with Arc'teryx's values.
The firm asserted it would work with an external agency to assess the project's impact, adding that it had used entirely biodegradable materials. Arc'teryx also explained that the spectacle aimed to raise awareness of mountain culture.
Founded in 1989, Arc'teryx is hugely popular for its high-end sportswear and mountaineering gear, operating more than 150 shops globally, and is owned by Hong Kong-listed fitness equipment company Anta Sports. The partnership with pyrotechnics artist Cai aimed to stage a high-altitude display at over 5,000 meters in Tibet's Shigatse region, a gateway to Himalayan peaks like Everest.
The mountains are also sacred to people in Tibet, where many practice Buddhism. This has prompted some online to question how and why such a project gained approval. Critics stressed that the mountains are too fragile for fireworks, asserting that the explosions, color, and smoke would disrupt the ecosystem and local wildlife.
A significant comment on Arc'teryx's apology post stated the display cannot be forgiven with a single apology and called for accountability regarding long-term environmental impacts.
In response to the public's criticism, Arc'teryx acknowledged the need for more professional evaluations of artistic expressions and expressed humility and respect towards nature in its statement.
Mr. Cai, the artist involved, has also faced censure and pledged to support the area's recovery efforts. Known for his gunpowder paintings and outdoor pyrotechnic displays, Cai previously oversaw fireworks for the 2008 Beijing Olympics.
