The incident was sparked by human rights concerns in China's Xinjiang region, where some Western countries have accused China of human rights abuses against ethnic minorities such as the Uighurs. Subsequently, some well-known brands, such as H&M、Nike、Adidas、Uniqlo they withdrew their statement that they had cooperated with Xinjiang cotton, which triggered a strong reaction from the Chinese people.
Chinese people have boycotted the brands and some Chinese ecommerce platforms have taken their products offline. Chinese government officials and domestic companies have also backed the boycott.