Imprecise BBC translation regarding Xinjiang cotton in interview with Uniqlo’s CEO led to a muted backlash in China.

Japanese clothing giant Uniqlo has found itself at the center of renewed controversy regarding its use of Xinjiang cotton, after a simple miscommunication about its sourcing practices quickly developed into a major public relations issue. The incident, originating from a TV interview, reignited long-standing debates over Xinjiang-related labor concerns, underscoring the fragility of cross-cultural communication and highlighting the risks that misinterpretations pose for international brands operating in mainland China.

The brouhaha stemmed from a translation error during a BBC interview with Tadashi Yanai, CEO of Fast Retailing, parent company of Uniqlo, Theory, Comptoir des Cotonniers, and Helmut Lang. Asked whether Uniqlo uses cotton from Xinjiang, Yanai stated in Japanese, “We haven’t used Xinjiang cotton, yet,” a nuanced and deliberately non-committal comment characteristic of diplomatic language.

However, the BBC translated this as “does not use Xinjiang cotton,” implying a definitiveness Yanai had sought to avoid. When Chinese media picked up the translated statement, the nuance was lost, leading to sensational headlines suggesting that Uniqlo had refused to use Xinjiang cotton and was planning to sever ties completely.

Source: Jung Daily

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