Canadian outdoor brand Arc’teryx is facing intense backlash in China after staging a massive fireworks display in the Himalayas, prompting an official investigation and forcing the company to issue a public apology.
The event, titled “Rising Dragon,” was created in collaboration with artist Cai Guo-Qiang and featured fireworks exploding in a winding pattern across a Tibetan plateau at 5,500 metres above sea level near Shigatse. Cai, best known for designing the 2008 Beijing Olympics fireworks, described the spectacle as resembling a dragon rising from the mountain.
Critics on Chinese social media quickly condemned the display for its potential environmental impact on one of the world’s most fragile ecosystems. More than 92 million people viewed related posts on Weibo, and authorities in Shigatse announced they have dispatched an investigation team, promising to handle the case “in accordance with the law and regulations.”
Arc’teryx, which was founded in Canada but is now owned by Chinese sportswear giant Anta Sports, posted apologies on both Weibo and Instagram. “This event was in direct opposition to our commitment to outdoor spaces,” the brand said, adding that it would engage a third-party environmental group to assess any ecological damage.
Cai also apologized on Chinese social media, admitting that his team had failed to properly account for the potential consequences. He pledged to cooperate with the investigation and adopt stricter safeguards for future works.
Despite the statements, Chinese state media criticized Arc’teryx’s messaging, highlighting inconsistencies between its Weibo and Instagram posts. Some netizens demanded accountability for officials who approved the stunt, while others called for stronger corporate responsibility.