WEGO scrapped a collaboration with an anime and manga franchise that triggered controversy with a perceived reference to wartime atrocities
3-MIN READ3-MINAlyssa ChenPublished: 6:55pm, 13 Sep 2026Japanese fashion brand WEGO has scrapped a plan to launch a new range in collaboration with the hit anime and manga franchise My Hero Academia after it triggered an angry backlash from Chinese consumers.
The Tokyo-based company triggered an outcry on Chinese social media after announcing it would release an exclusive range of My Hero Academia-themed clothing.
The character’s name, Maruta Shiga, added fuel to the fire, because maruta (or log) was a derisive name given to the subjects of the unit’s human experiments. Some social media users also suggested that the surname Shiga was a reference to the scientist Kiyoshi Shiga, who has a bacterium named after him.
The furore underscores the persistent grass-roots acrimony over Japan’s imperial history that continues to sour relations between the two countries.
