Arc’teryx in Hot Water Over Fireworks Show in Himalayas

Zhang Weilan and Tu Lei for Global Times:

Outdoor brand Arc’teryx and internationally renowned Chinese artist Cai Guoqiang issued apologies on Sunday after a fireworks display in the Himalayas in Southwest China’s Xizang Autonomous Region on Friday evening, co-organized by Arc’teryx and Cai, triggered an outcry among Chinese netizens over ecological concerns and cultural disrespect.
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In a statement released on Sunday both on its official Weibo and WeChat accounts, Arc’teryx thanked the public for caring about the ecology of the Qinghai-Xizang Plateau. “We sincerely accept all criticism and suggestions, and we deeply respect your support,” the brand said, adding that it offers the “sincerest apologies” for the show.
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Botanist Liu Gongshe said that given the ecological environment on the Plateau is extremely fragile, with slow-growing vegetation, and once the ecology there is damaged, it is extremely difficult to restore, often requiring decades or even centuries.

How something like this got green-lighted I can’t comprehend. So much damage done, not just the environment but to the brand image of Arc’teryx as well, all in the name of, what? A marketing stunt?