Chinese officials are investigating the outdoor apparel brand Arc’teryx after the company issued an apology for a fireworks display in Tibet’s Himalayan region, which sparked significant backlash due to concerns over its environmental impact.
The event, held on 19 September, featured a colorful pyrotechnic display set against the foothills of Tibet. The fireworks were designed by renowned Chinese artist Cai Guo Qiang as part of a promotional campaign. However, the spectacle quickly attracted criticism online, with many accusing Arc’teryx of contradicting its conservation-focused image. Some even called for a boycott of the brand’s products.
In response to the criticism, Arc’teryx acknowledged that the fireworks display was “out of line with the company’s values” and issued an apology. The brand emphasized its commitment to sustainability and stated it would be working with an external agency to evaluate the impact of the event, which was staged using entirely biodegradable materials. The company also noted that the display aimed to raise awareness of mountain culture, particularly in the Tibetan region.
Arc’teryx, founded in 1989, is known for its premium outdoor gear and mountaineering apparel, operating more than 150 stores worldwide. The Canadian company is owned by Anta Sports, a Hong Kong-listed fitness equipment firm.
The fireworks display, named Rising Dragon, took place at over 5,000 meters above sea level in Tibet’s Shigatse region, which serves as a gateway to the towering peaks of the Himalayas, including Mount Everest. However, Tibet is not only home to rugged terrain but also to a deeply spiritual population, with many Tibetans practicing Buddhism. This has led to questions about how the event was approved, given the region’s sensitive cultural and ecological status.
Critics argue that the fireworks were damaging to the fragile ecosystem, with concerns over the disruption caused to local wildlife by the explosions, smoke, and colorful flashes. Many pointed out that such an event was unsuitable for the delicate high-altitude environment.
In a statement, Arc’teryx said, “The public’s criticism has highlighted
the need for a more professional evaluation of artistic expressions, and we must be more humble and respectful of nature moving forward.”
Artist Cai Guo Qiang, who is also facing criticism for his involvement, apologized for his role in the event. The 67-year-old artist, known for his pyrotechnic displays and gunpowder paintings, expressed his willingness to collaborate with authorities to support the region’s recovery efforts. Cai previously gained global recognition for overseeing the fireworks display at the 2008 Beijing Olympics.