The Arc'teryx brand apologized for the fireworks at the sacred mountain of Tibet: what happened.

Scandal of fireworks on sacred land

According to The Sun: The popular outdoor fashion brand has come under fire for fireworks held on sacred mountains.

The Arc'teryx brand organized a fireworks show in collaboration with Chinese artist Cai Guo-Qiang for a promotional video.

The show was spectacular: hundreds of small fireworks were launched in the shape of a snake on a mountain near the village of Relong in Tibet.

Local journalists, a living Buddha, schoolchildren, and VIP buyers attended the performance, which quickly sparked outrage on Chinese social networks.

Fireworks and their consequences

Founded in 1989, Arc'teryx gained popularity in streetwear and fashion circles thanks to thousands of videos on social media.

The fireworks show used hundreds of waterproof fireworks placed along the 3,000-meter trail up the mountain.

Artist Cai urged guests not to blink during the performance, as images of 'rainbow dragon,' 'water dragon,' and 'golden dragon' were created from smoke clouds.

The name of the work is 'rainbow dragon,' which ran along the path from the village of Relong, considered the 'home of Mount Everest.'

The climax of the show was the 'golden dragon,' which extended 2,500 meters to the snowy peak of the mountain.

Despite the organizers' efforts to make the show more eco-friendly, it became the subject of widespread criticism. The event displaced shepherds, livestock, and wild animals.

The performance was streamed live and quickly spread across social media, garnering about 2 million views on the Chinese platform Weibo.

Public reaction and apologies

Criticism from thousands of people concerned that the show allegedly disrespected the sacred mountains.

Users of Chinese social networks expressed outrage towards the brand and the artist after recordings of the show went viral.

The Arc'teryx campaign was described as shameless and arrogant, leading to a public relations crisis for both parties.

Local authorities also received significant criticism for allowing the show to take place.

Local officials have already announced the start of a special investigation into this incident.

Today, Cai's studio and Arc'teryx published statements apologizing for holding the event.

Arc'teryx stated: “The recent fireworks show on the Tibetan plateau contradicts the values of Arc'teryx. We have heard your concerns and share them.”

“This event was in direct opposition to our commitment to outdoor spaces, to who we are and who we want to be for our people and our community. We are deeply disappointed that this happened, and we apologize for it.”

Artist Cai Guo-Qiang remarked: “My studio and I take this matter very seriously. We respectfully acknowledge all criticism regarding creating art on the snowy plateau and sincerely thank everyone for their concerns and reminders.”

The Sun reached out to Arc'teryx for comment.

Arc'teryx and Cai have already issued apologies following widespread criticism, acknowledging that the show staged contradicts the values of their organization and sparked outrage in the community.

This incident serves as yet another reminder of the importance of considering cultural and environmental aspects when organizing events, especially in sensitive locations like the sacred mountains of Tibet.