Overview
- On September 19, Arc'teryx and artist Cai Guoqiang staged the “Shenglong” fireworks piece at about 5,500 meters in Jiangzi Relong, Tibet, as part of the brand’s third annual “Upward to Beauty” program.
- Video of colorful bursts over a Himalayan ridge spread widely, pushing a related topic to No. 2 on Weibo with more than 60 million reads on September 20.
- Outdoor communities and netizens criticized potential pollution, wildlife disturbance, and cultural insensitivity, with some saying they filed complaints and others pledging to stop buying the brand.
- Arc'teryx said it used biodegradable colored powders, cited international emissions verification and a lowest‑risk V‑level, and described prevention, monitoring, and restoration measures; a promotional Weibo post referenced by users was later deleted.
- A local ecological environment bureau said procedures were compliant and no ecological damage was found, yet the dispute continues online as Arc'teryx’s parent reports strong Greater China growth highlighting the stakes.