Global Strategic Communication Failure  in Swatch’s 2025 “Slanted Eye” Advertisement Crisis:  Cultural Sensitivity, Stakeholder Trust, and Crisis Governance

Julaiha Probo Anggraini; Haronas Kutanto

doi:10.71094/vkj.v4i1.358

Authors

Julaiha Probo Anggraini Doctoral Program in Leadership Communication Science, LSPR Institute of Communication and Business, Indonesia
Haronas Kutanto Communication Science Study Program, Budi Luhur University, Indonesia

DOI:

https://doi.org/10.71094/vkj.v4i1.358

Keywords:

Crisis Governance, Cultural Intelligence, Global Strategic Communication

Abstract

This article examined the 2025 Swatch “slanted eye” advertisement controversy as a failure of global strategic communication, cultural sensitivity, and crisis governance. The study used a qualitative case study with document analysis by reviewing media reports, company information, and academic literature on strategic communication, corporate communication, stakeholder theory, cultural intelligence, and Situational Crisis Communication Theory. The analysis found that the controversy emerged because the campaign failed to anticipate cultural decoding among Asian publics, especially in relation to a visual gesture widely perceived as derogatory. The case also showed identity-image misalignment, disruption of stakeholder trust, and digital amplification of reputational risk. Swatch’s apology and removal of the advertisement were necessary, but they were not sufficient as a long-term governance response. This article proposed the G-CARE Model, consisting of Global Cultural Audit, Cultural Risk Assessment, Apology Plus Action, Representative Stakeholder Listening, and Evaluation and Reputation Recovery. The model offered a preventive and corrective framework for global brands to manage cultural crisis risks before campaign messages reach international publics.

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