One of the most viral phrases on Chinese social media in recent years -- and one which causes the worst kind of crisis for foreign companies -- is "insulting China." When China's netizens perceive that a brand has demeaned their country, the fury is instant and the apology from the brand normally swift.
But while the media likes to attribute growing nationalism to such bust-ups, behind accusations of "insulting China" are more complex motivations and sentiments, including political incitement.
