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U.S. Fears Mass Boycott as Chinese Turn to Homegrown Brands

A wave of nationalism sweeping the mainland could be bad news for Western brands.

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When a Chinese automaker set out to find a celebrity endorser for its new electric cars earlier this year, the talent agency it tapped suggested Captain America actor Chris Evans. Signing up one of the stars of Avengers: Endgame, the highest-grossing film of all time, would be perfect for a splashy global ad campaign, the agency figured.

The proposal got a hard pass.