On 26 June, it was reported that British luxury carmaker Bentley had hosted a collaboration event beneath the Canton Tower in Guangzhou. However, it was the choice of partner that drew widespread attention online. The event and co-branded gift box were created with Hecheng World (和成天下), a Chinese brand of chewing betel, sparking a widespread discussion over whether Bentley was putting its luxury brand image and reputation at risk.
It is possible that Bentley was chosen because its Chinese name “宾利” (binli) sounds similar to the Chinese for betel nut, 槟榔 (binglang). The event was also rather tacky, with actors dressed as ancient emperors taking to the stage with dancers. To hammer home the theme of China meeting Great Britain, the segment also included a reenactment of the Macartney Embassy’s 1793 meeting with Emperor Qianlong, which marked the first British diplomatic mission to China.
Betel chewing has a long tradition in Southern China, valued for the stimulant and narcotic effects of the plant. However, it has been frowned upon and tightly regulated due to its carcinogenic properties and hygiene concerns. In 2019 and 2021, both the province of Hunan, where betel chewing is popular, and the National Radio and Television Administration effectively banned its advertisements.
Bentley, on the other hand, quickly responded that the brand and its China distributor authorised the use of its brand name and other assets, and will reserve the right to legal action. Some netizens surmise that since the collab is very specifically with “Bentley Guangzhou” instead of Bentley China, the name that is more frequently used, it might have been a local dealer that misused brand assets. Despite this, some netizens still expressed their disappointment in the car brand, saying things like “Bentley used to be my dream car”. It would seem some damage has already been done.