After Mbappé's remarks prompted netizens to urge brands to state their position and terminate contracts, as of 1 a.m. on October 27, Mengniu and Dongpeng had deleted all Weibo posts related to Mbappé.
On the morning of October 27, Eastroc Beverage Group and its brand 'Bushuila' issued identical statements on their official Weibo accounts, stating that they 'firmly oppose and have zero tolerance for actions that hurt national sentiment,' and have terminated all cooperation with Kylian Mbappé effective immediately. Eastroc had only just announced Mbappé as the brand ambassador for 'Bushuila' in April; Eastroc's A-shares fell by more than 4% during the day.