Bulgari lists Taiwan as separate store region in China, Weibo reacts

In recent days, Chinese social media users have noticed an issue with Bulgari's listing of its distribution on the brand's official website. The word "China" was added to Hong Kong and Macau, while it was not added for Taiwan. This has led netizens to question whether Bulgari is listing Taiwan as a separate country.

Some users believe that this move by Bulgari is inappropriate, considering the fact that both sides of the Taiwan Strait belong to one China. They also demanded an explanation from the brand regarding the issue. However, when contacted by Chinese financial news reporters, Bulgari's customer service representatives did not provide a clear answer.

The company's official WeChat public account only displayed 37 branches in total, with 27 of them being operational or surviving entities. The enterprise search APP showed that the domestic affiliates were Bulgari Commercial (Shanghai) Co., Ltd., established in January 2006, wholly owned by BULGARI S.P.A.

In response to a reporter's inquiry about listing Taiwan as a country, a representative from Bulgari stated that it was a technical issue. However, many Chinese netizens believe otherwise and are demanding an apology from the luxury brand.

Celebrities such as Shu Qi, Liu Yifei, Liu Wen, Yang Yang, Wu Lei, Tong Liya, Fan Chenchen, Wen Qi, and Zhao Lu Si, who are Bulgari's spokespersons, should also show their attitude towards this issue. Chinese consumers are urged to boycott the brand until a resolution is reached.

The incident highlights the importance of understanding the Chinese market and its cultural sensitivities, as it has a huge population base that determines consumption levels. Luxury brands should be aware of this fact and maintain correct attitudes when doing business in China.