Overview

• On September 19, Arc'teryx and artist Cai Guoqiang staged the “Shenglong” fireworks above the Relong ridge in Jiangzi, Tibet, as part of the brand’s third annual “向上致美” campaign.
• Footage spread widely on social media, and the related Weibo topic reached No. 2 on September 20 with more than 60 million reads.
• Outdoor enthusiasts and netizens questioned pollution risks and wildlife disturbance in a fragile plateau ecosystem, with some saying they lodged complaints and others vowing to stop buying the brand.
• Arc'teryx says it used biodegradable colored powders, cited international testing that emissions met environmental standards, classified the display at the lowest risk level, and executed a prevention–monitoring–restoration plan.
• The local ecological environment bureau told media the activity followed procedures and that no damage was found, and no enforcement action or independent third‑party environmental verification has been made public.