Uniqlo battles rumours of marketing stunt after changing room sex tape goes viral

Earlier this week, Chinese social media was dominated by discussion of a fast-spreading video of a couple having sex in a store changing room. Thanks to an in-store announcement audible in the video, users quickly figured out that the setting was a Uniqlo outlet in Beijing’s Sanlitun neighbourhood. As the story caught fire, it became a reputation challenge for the Japanese retailer and the case provides a reminder of the need to react quickly in a bid to control the narrative when things get out of hand on social media.

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