Zhong Shanshan, China’s wealthiest individual, has found himself embroiled in controversy as online nationalists question his loyalty to the country, leading to calls for a boycott of his company, Nongfu Spring.

The online criticism directed at Zhong, who owns the prominent bottled water company, escalated from doubts about his patriotism to accusations of covertly promoting Japan. This scrutiny has had tangible financial repercussions, with Nongfu Spring’s stock experiencing a significant decline, resulting in billions of dollars in market capitalization loss. Zhong’s personal wealth also suffered a notable decline amid the backlash.

The recent uproar surrounding Zhong stems partly from comparisons drawn between him and Zong Qinghou, a rival beverage magnate known for his staunch nationalism. Zong’s recent passing reignited discussions about loyalty to China, particularly concerning Zhong’s eldest son, who holds American citizenship.

Accusations against Nongfu Spring escalated further, alleging that the company incorporated elements of Japanese culture into its product marketing. The presence of symbols resembling Japanese landmarks and cultural motifs on Nongfu Spring’s packaging fueled nationalist sentiments, with critics interpreting them as gestures of support for Japan, a country historically viewed unfavorably by Chinese nationalists.

In response to the backlash, Zhong addressed the accusations through Nongfu Spring’s official channels, emphasizing his respectful relationship with Zong and condemning online slander. He urged the public not to be swayed by misinformation spread by individuals or influencers.

Despite efforts to quell tensions, nationalist sentiments persist, with influential figures urging restraint and rational discourse. Hu Xijin, a prominent commentator, criticized the extreme backlash against Zhong as vulgar and unwarranted, stressing the importance of evaluating individuals based on their contributions to society.

The controversy surrounding Zhong reflects a broader trend of nationalist scrutiny targeting prominent figures in China. Similar campaigns have targeted Nobel laureate Mo Yan and other celebrated individuals, highlighting the volatile nature of nationalist sentiments within Chinese society.

As the situation unfolds, Nongfu Spring and Zhong continue to face intense scrutiny, underscoring the complexities of navigating nationalist sentiments in China’s socio-political landscape. Requests for comment from Nongfu Spring regarding the controversy remain unanswered at this time.