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 stated 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 noted that the spectacle was intended to raise awareness of mountain culture.
Founded in 1989, Arc'teryx is popular for its high-end sportswear and mountaineering gear and operates over 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 region is sacred to many in Tibet, a territory tightly controlled by China since its annexation in the 1950s, prompting questions about the project's approval process.
Critics argued that fireworks were disruptive to the fragile mountains and local wildlife, making the display highly inappropriate.
A popular comment on Arc'teryx's apology post described the incident as not forgivable and demanded accountability for any long-term ecological harm.
The company acknowledged the public's sentiments, stating, The public's criticism has alerted us that the evaluation of the expression of art needs to be more professional and we need to be more humble and respectful of nature.
Artist Cai Guo Qiang, known for his gunpowder-based artwork and previous large-scale events, also issued an apology and committed to assist with recovery efforts in the affected area.
