Wego Scraps My Hero Academia Line After Backlash in China
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Tokyo-based fashion brand WEGO has scrapped plans to launch an exclusive apparel range in collaboration with hit anime and manga franchise My Hero Academia in September 2026 following an angry backlash from Chinese consumers.
Shoppers across Chinese social media condemned the planned launch, prompting the Japanese apparel retailer to cancel the release immediately.
Controversy Over Wartime References
WEGO had announced an exclusive clothing line based on the popular franchise, but Chinese users quickly cited a 2020 controversy involving a character linked to lethal human experiments that killed thousands of prisoners.
Chinese audiences previously condemned the anime in 2020 over a storyline featuring a character who conducted lethal human experiments. Viewers linked the narrative to Unit 731. That covert Japanese military medical unit ran fatal biological warfare experiments on thousands of prisoners, most of whom were Chinese.
Outrage centered on the character’s original name, Maruta Shiga. In Japanese, the word maruta means log. It served as the wartime code name for human subjects used in the unit’s experiments. Social media users also connected the surname Shiga to bacteriologist Kiyoshi Shiga.
Brand Risk in Cross-Border Retailing
Licensing domestic intellectual property carries acute reputational risks for Japanese apparel brands selling into Greater China. Fast-fashion chains rely heavily on anime collaborations to draw younger demographics. Even so, historical sensitivities in China frequently cut through commercial campaigns.
Retailers that misjudge consumer sentiment in mainland China face rapid boycotts and online delisting. WEGO pulled the entire collection early to limit commercial fallout before production and distribution expanded.
Previous Franchise Fallout
Distribution for the My Hero Academia franchise previously broke down in China after the 2020 character name dispute. Chinese streaming platforms and digital manga distributors removed the series from their catalogues once that controversy emerged.
WEGO has halted marketing for the collection across its retail network while clearing out promotional materials.
Questions & Answers
Q.What specifically caused Chinese consumers to condemn the planned apparel launch?
What specifically caused Chinese consumers to condemn the planned apparel launch?
Chinese social media users referenced a 2020 controversy involving a character linked to lethal human experiments. They connected the character's original name, Maruta Shiga, to a Japanese military medical unit and a bacteriologist.
Q.What does the article state about the previous impact of this controversy on the My Hero Academia franchise in China?
What does the article state about the previous impact of this controversy on the My Hero Academia franchise in China?
After the 2020 character name dispute, Chinese streaming platforms and digital manga distributors removed the series from their catalogues. Distribution for the franchise previously broke down in China.
Q.Why are Japanese apparel brands particularly at risk when licensing intellectual property for the Chinese market?
Why are Japanese apparel brands particularly at risk when licensing intellectual property for the Chinese market?
Licensing domestic intellectual property carries acute reputational risks for Japanese apparel brands selling into Greater China. Historical sensitivities in China frequently cut through commercial campaigns, leading to boycotts if consumer sentiment is misjudged.
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