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Beijing Winter Olympics

Japanese Olympic sponsors avoid spotlight fearing backlash

Meanwhile China's Anta Sports and Yili boost sales by tapping medal-winning skater

Wu Dajing, right, who won gold at the 2018 Pyeongchang Games, has helped boost sales at Anta Sports and Yili Group.   © Reuters

TOKYO/BEIJING -- Japanese Olympic sponsors have refrained from splashy advertising campaigns featuring the Beijing Winter Games out of fears of a possible backlash amid criticism about China's human rights practices in the U.S. and Europe.

The subdued mood among Japanese companies stands in contrast with an aggressive marketing push by Chinese companies, like Anta Sports and Yili Group, which are using a popular athlete to promote their products.

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