A recent fireworks display orchestrated by outdoor apparel brand Arc’teryx in the foothills of the Himalayas has sparked considerable controversy, leading to a public apology from the company and an official environmental investigation by Chinese authorities. The event, organized with renowned Chinese artist Cai Guo-Qiang, attracted fierce backlash over potential ecological damage in the fragile Tibetan plateau region. This article delves into the details of the event, the ensuing criticism, and responses from Arc’teryx and the involved parties.
The Fireworks Event and Its Context
On September 19, 2025, Arc’teryx, a Canadian brand now owned by China-based Anta Sports, collaborated with Cai Guo-Qiang, a celebrated pyrotechnic artist, to stage the “Rising Dragon” fireworks show on a Tibetan plateau near Shigatse, Tibet Autonomous Region. The event featured a serpentine pattern of multi-colored fireworks launched from a mountain ridge over 5,000 meters above sea level. The spectacle was intended as a promotion of mountain culture and a display of artistic creativity.
Organizers stated that eco-friendly, biodegradable materials would be used, and measures such as relocating livestock and clearing debris had been implemented to minimize environmental impact. Cai Guo-Qiang’s team claimed these protocols were based on years of experience with large-scale spectacles.
Public and Environmental Backlash
Despite these precautions, the display ignited widespread criticism, particularly across Chinese social media. Critics charged that the Himalayan plateau is one of the world’s most delicate ecosystems and that even biodegradable fireworks risk irreversible damage to local wildlife and flora. The plateau also holds deep cultural and religious meaning for Tibetans, increasing concern over the site’s use.
Chinese state media, including China Environment News, condemned the event, highlighting that even strong mitigation efforts couldn’t ensure no environmental harm. The process by which the event was approved drew scrutiny, with some speculating that Cai’s international stature played a role, despite similar projects being rejected at other mountain sites such as Mount Fuji in Japan.
Social media reactions were sharply critical. Many lamented a disconnect between Arc’teryx’s branded image as an outdoor and conservation leader and the apparent recklessness of the stunt.
Arc’teryx’s Apology and Response
Arc’teryx responded quickly, issuing public apologies in both Chinese on Weibo and in English on Instagram. The company admitted the event contradicted its stated environmental values: “This event was in direct opposition to our commitment to outdoor spaces, who we are, and who we want to be for our people and our community. We are deeply disappointed that this happened, and apologize, full stop”.
Arc’teryx subsequently removed promotional materials for the event and committed to hiring a third-party environmental organization for a transparent assessment of local ecological impact. The company also pledged to work closely with authorities and the artist’s team to review and address any damage, vowing to reform internal processes to avoid future missteps.
However, discrepancies between the brand’s Chinese and English statements created further controversy. The English post referenced direct engagement with Cai and the local team, while the Chinese apology emphasized involvement of outside environmental experts, fueling speculation over transparency and accountability.
The Artist’s Apology and Next Steps
Cai Guo-Qiang separately issued an apology, accepting responsibility for the oversight and expressing respect for both nature and public opinion. He promised full cooperation with authorities and proactive remediation to protect the plateau’s ecosystem. Cai vowed a long-term commitment to safeguard the region’s ecological and cultural value.
Implications for Arc’teryx and the Outdoor Industry
This controversy brings into sharp relief the tension between bold creative marketing and the imperative of environmental stewardship. Arc’teryx’s reputation as an industry leader in sustainability is now under close public scrutiny, and the brand is being held to high standards by both domestic and international audiences.
The incident highlights the risks brands face when promotional activities clash with the values they promote, particularly in ecologically and culturally sensitive locales.
Conclusion
The fireworks display above the Himalayas, staged by Arc’teryx and Cai Guo-Qiang, may have been visually spectacular, but its aftermath demonstrates how such endeavors can rapidly turn into corporate crises. The incident is a clear example of the need for outdoor brands to align their marketing creativity with authentic commitments to sustainability and local values, with Arc’teryx’s follow-through on its promises now under a global spotlight.
