Parade of Apologies: International Firms in China

American corporations have shown a new willingness to take stands on divisive US political issues like gun control, environmental policy, and immigration. But one place they and their international competitors aren’t so politically plucky is China.

So far this year, more than a dozen international firms — including the airlines Delta and Qantas (Australia), fashion retailer Zara (Spain), the hotel chain Marriott (US), medical equipment manufacturer Medtronic (US), and luxury automaker Daimler (Germany) — have apologized publicly to Beijing. If you’re speaking Chinese, you might even say they’ve kowtowed. Their offense? Treating Hong Kong, Taiwan, or Tibet as independent countries in their marketing materials.

That may seem like a small detail, but it’s a big deal for Beijing, which considers all three to be part of China, full stop. In the past, CEOs would usually have gotten away with a private apology to the Chinese government, but as President Xi Jinping stakes out a more assertive position, those days are over.

There’s a broader confluence of commerce and geopolitics going on here. As hundreds of millions of Chinese steadily rise into the middle class, no company wants to miss out on that lucrative commercial opportunity. But that also means increasingly accepting China’s view of the world over Washington’s. And it’s not just about market access. International firms increasingly see China as a source of capital itself — just weeks after Daimler’s CEO apologized, twice, for quoting the Dalai Lama in an advertisement, China’s automaker Geely took a $9 billion stake in the German company.

The challenges facing these consumer goods and services firms reflect a similar problem that Western tech firms have struggled with for several years — whether to submit to Beijing’s policies on censorship and surveillance in exchange for access to more than 700 million web users.

The broader question for global companies (and their shareholders) is this: As we enter a world where the largest consumer market is an opaque one-party dictatorship, what’s the best way to manage a growing trade off between your values and your valuation?

More from GZERO Media

Listen: Elon Musk, the world’s richest man, made his fortune-breaking industries—space, cars, social media—and is now trying to break the government… in the name of fixing it. But what happens when Silicon Valley’s ‘move fast and break things’ ethos collides with the machinery of federal bureaucracy? On the GZERO World Podcast, Ian Bremmer sits down with WIRED Global Editorial Director Katie Drummond to unpack the implications of Musk’s deepening role in the Trump administration and what’s really behind his push into politics.

France's President Emmanuel Macron speaks during a press conference following a summit for the "coalition of the willing" at the Elysee Palace in Paris on March 27, 2025.

LUDOVIC MARIN/Pool via REUTERS

At the third summit of the so-called “coalition of the willing” for Ukraine on Thursday, French President Emmanuel Macron proposed a multinational “reassurance force” to deter Russian aggression once a ceasefire is in place – and to engage if attacked.

A group demonstrators chant slogans together as they hold posters during the protest. The ongoing protests were sparked by the arrest of Istanbul Metropolitan Mayor Ekrem Imamoglu.
Sopa Images via Reuters

Last week’s arrest of Istanbul Mayor Ekrem Imamoglu sparked the largest anti-government rallies in a decade and resulted in widespread arrests throughout Turkey. Nearly 1,900 people have been detained since the protests erupted eight days ago.

National Security Advisor Mike Waltz and Rep. Elise Stefanik (R-NY), the then-nominee for US ambassador to the UN, during a Cabinet meeting at the White House in Washington, DC, on Wednesday, Feb. 26, 2025.
Al Drago/Pool/Sipa USA

An internal GOP poll found a Republican candidate trailing in a special election for a conservative-leaning district in Florida, forcing US President Donald Trump to make a decision aimed at maintaining the Republican Party’s majority in the House.

South Sudan's Vice President Riek Machar, pictured here addressing the press in 2020.

REUTERS/Samir Bol

Alarm bells are ringing ever more loudly in South Sudan, as Vice President Riek Machar — chief rival to Prime Minister Salva Kiir — was arrested late Wednesday in an operation involving 20 armored vehicles at his compound in Juba. He was placed under house arrest, a move that is fueling fears that the country will soon descend into civil war.

Afghan Interior Minister Sirajuddin Haqqani, pictured here at the anniversary event of the departure of the Soviet Union from Afghanistan, in Kabul, Afghanistan, on April 28, 2022.

REUTERS/Ali Khara

The Trump administration has dropped multimillion-dollar bounties on senior Afghan officials from the Haqqani network, a militant faction that carried out some of the deadliest attacks on American troops but has now positioned itself as a moderate wing within the Taliban government. But why?

The Canadian flag flies on Parliament Hill in Ottawa.

REUTERS/Blair Gable

Canada’s foreign interference watchdog is warning that China, India, and Russia plan on meddling in the country’s federal election. The contest, which launched last weekend, has already been marked by a handful of stories about past covert foreign interventions and threats of new ones.