Reading Between the Lines of "Lack of Consideration" and "Sincere Apology" — The Depths of the Seven-Eleven "China (Taiwan)" Label Controversy

2025年07月15日 17:26

Incident Overview and Timeline of the Controversy
Secondary Controversy Over the Apology Statement: What Was Missing
Historical and International Legal Background of the Taiwan Labeling Issue
The Dilemma of the Chinese Market and Multinational Corporations
Risk Communication in the Age of Social Media
Japan's Unique "Reading Between the Lines" Culture and International Literacy Gap
The "Position" Required for Corporate Brands
Taiwan, China, Japan, and International Public Opinion: A Comparative Perspective
Future Outlook and Recommendations
Conclusion

1. Incident Overview and Timeline of the Controversy

July 11 - Post

A uniform voting project was launched with the theme of "#711Day". 14 regions were listed, with Hong Kong and Guangdong also noted as "China (Hong Kong/Guangzhou)" in parentheses. Taiwan was labeled as "China (Taiwan)".Taiwan News

July 12 - Deletion and Apology

The post was deleted after a flood of criticism. An apology statement was posted after 11 PM on the same day. While it mentioned "lack of consideration" and "taking it seriously," it avoided specifying the problematic terms.TBS NEWS DIG

July 13-14 - International Reporting and Secondary Controversy

Taiwanese media and major Japanese news outlets picked up the story, and it spread through English-language media aimed at foreigners.Taiwan NewsFocus Taiwan - Central News Agency Japanese Version

2. Secondary Controversy Over the Apology Statement: What Was Missing

Lack of Subject and Object
- The euphemistic expression "this post" was used without re-mentioning "Taiwan," resulting in an ambiguous apology that was perceived as evasive.
Absence of Specific Measures to Prevent Recurrence
- Only standard phrases were used, with no explanation of which process led to the mislabeling.
Lack of Multilingual Support
- Being in Japanese only, it did not reach Taiwanese and international readers, and Taiwan News supplemented it with an English translation.Taiwan News

3. Historical and International Legal Background of the Taiwan Labeling Issue

Since the United Nations General Assembly Resolution 2758 in 1971, multinational corporations have been required to consider the "One China" principle, while there is no unified guideline for labeling Taiwan's de facto autonomy.
In recent years, similar controversies have arisen in airlines and IT companies over the "Taiwan, China" labeling.Focus Taiwan - Central News Agency Japanese Version

4. The Dilemma of the Chinese Market and Multinational Corporations

7-Eleven operates about 6,000 stores in mainland China and about 6,800 stores in Taiwan. Losing either market poses a significant financial risk.
However, the ambiguous strategy of "chasing two hares" is likely to alienate consumers from both sides.

5. Risk Communication in the Age of Social Media

Speed ― Initial response within 12 hours is ideal. Remaining silent for nearly 24 hours after deletion added fuel to the fire.
Transparency ― An apology that does not fulfill "accountability" does not help in reputation recovery.
Multilingual Communication ― Simultaneous responses in all relevant languages are essential.

6. Japan's Unique "Reading Between the Lines" Culture and International Literacy Gap

In Japanese business documents, terms like "apology" and "to whom it may concern" convey the intent, but foreign readers need to know "to whom and for what" to understand.
The culture that values omission can lead to misunderstandings on international social media.

7. The "Position" Required for Corporate Brands

Establishing Clear Standards ― The labeling of countries and regions should be unified in governance documents.
Pluralistic Dialogue ― Gather opinions from local teams in each market.
Internal Education ― Incorporate "international political awareness" into social media training for employees.

8. Taiwan, China, Japan, and International Public Opinion: A Comparative Perspective

Perspective	Key Issues	Expected Response
Taiwan	Respect for Sovereignty and Naming Issues	Clear "Taiwan" Labeling and Sincere Apology
China	"One China" Principle	Consistent Labeling like "Taiwan Province of China"
Japan	Corporate Controversy Risk	Neutral and Polite Communication
International	Freedom of Expression and CSR	Transparency and Accountability

9. Future Outlook and Recommendations

Standardization of Global Corporate Policies
Strengthening Local Cultural and Political Sensitivity
Introduction of AI for Labeling Checks
Transparent Apologies and Public Action Plans

10. Conclusion

The controversy over 7-Eleven's "China (Taiwan)" labeling is not merely a naming error but a microcosm of the "geopolitics x social media" challenges faced by corporations. The lingering "ambiguity" in the apology statement symbolizes an era where vagueness no longer resonates with international consumers. Moving forward, companies will be required to establish clear policies and engage in dialogue that balances political risks with brand value.

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