Chinese officials are investigating outdoor clothing brand Arc'teryx after it apologised 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.
But 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 apologised for the display, saying it was out of line with Arc'teryx's values.
The firm said that it will work with an external agency to assess the project's impact, adding that it had used entirely biodegradable materials. Arc'teryx also stated that the spectacle was aimed at raising awareness of mountain culture.
Founded in 1989, Arc'teryx is hugely popular for its high-end sportswear and mountaineering gear and runs more than 150 shops globally. It is owned by Hong Kong-listed fitness equipment company Anta Sports.
It partnered with pyrotechnics artist Cai to stage the high-altitude daytime display called Rising Dragon, set at over 5,000 meters in Tibet's Shigatse region, a gateway to Himalayan peaks like Everest.
The mountains in Tibet are considered sacred by many in the region, intertwining traditional beliefs and respect for nature with the reality of modern commercial interests. Critics have noted the potential disruption to the local wildlife, accusing the brand and artist of insensitivity towards the area's environmental fragility.
A top comment on Arc'teryx's apology post indicated that the display could not be dismissed with a mere statement and emphasized the need for accountability regarding any long-term environmental consequences.
In response, Arc'teryx acknowledged the need for a more professional evaluation of artistic expressions in harmony with nature and expressed a commitment to learn from the incident.
Cai Guo Qiang, renowned for his pyrotechnic art and past works like the fireworks for the 2008 Beijing Olympics, also apologized for his role in the display.
