A new advertising campaign by Volvo has triggered international controversy after featuring Hu Xijin, a prominent and outspoken former editor of Global Times known for his fiercely nationalistic views and combative rhetoric. The campaign, marking the carmaker’s 99th anniversary, has drawn scrutiny for aligning a global brand with a figure widely associated with aggressive political messaging.
Hu, long regarded as one of the most vocal defenders of the Chinese Communist Party, appears in promotional material emphasizing stability and safety, themes traditionally central to Volvo’s identity. In the advertisement, he is portrayed as a symbol of control amid chaos, reinforcing the company’s long-standing focus on security and reliability. However, critics argue that his public persona sharply contrasts with the brand’s historical emphasis on inclusivity and social responsibility.
The campaign was reported by The Times, which highlighted growing unease among observers who see the collaboration as a departure from Volvo’s traditional messaging. Swedish journalist Jojje Olsson criticized the move, suggesting that the company’s values had shifted away from universal safety narratives toward more politically charged representation.
Hu’s notoriety stems from years of provocative commentary during his tenure at Global Times, where he cultivated a reputation for inflammatory remarks targeting foreign governments and political figures. He has publicly insulted leaders such as Sanae Takaichi and made controversial statements about geopolitical tensions, including calls for military action in disputes involving Taiwan. His rhetoric has often embodied the so-called “wolf warrior” style of Chinese diplomacy.
Despite retiring from his editorial role in 2021, Hu remains an influential voice aligned with the policies of Xi Jinping. His selection for the campaign has raised questions about whether multinational corporations are increasingly tailoring their branding strategies to appeal to nationalist sentiments within China’s growing consumer market.
Volvo, now owned by the Chinese automotive group Geely, stated that Hu was not formally appointed as a brand ambassador but had participated in a collaborative celebration. Nevertheless, the backlash highlights the delicate balance global companies must maintain when navigating political sensitivities across different markets.
The controversy also reflects a broader pattern of tensions between Western brands and Chinese public opinion. In recent years, companies including Nike, Adidas, and H&M have faced consumer boycotts in China after raising concerns about human rights issues in regions such as Xinjiang. Against this backdrop, Volvo’s decision to feature a strongly pro-government figure underscores the complex intersection of commerce, politics, and global brand identity.
