The fashion house Dolce & Gabbana canceled a fashion show in Shanghai after a storm reaction triggered a series of ads in which the Chinese made great efforts to eat spaghetti pizza using sticks.
This controversy has become one issue on the Weibo platform, Chinese Twitter, with more than 120 million readings by Wednesday afternoon, as celebrities like Zhang Ziyi's approach starring critics have criticized the Italian fashion house.
Many users said they were troubled by the condescending tone, as they thought, about the number of "eating with chopsticks" campaign.
The controversy over advertising spots has escalated since a screenshot released online shows designer Stephan Ghabana making grisly comments about China in a conversation with Instagram.
The fashion house points to an apology in Chinese, on the Web site of Weibo, because they spoil the account of the Gambana in Instagram.
"We apologize for the impact and harm these wrong responses have caused in China and the citizens of China," the statement said.
Shanghai's November 21 show was "postponed," the company added without specifying whether a new date would be set for the demonstration.
"We're very sorry for the inconvenience we caused."
Many famous stars on the Big Five screen, such as LiBingbing and singer Wang Zunghai, have announced they will boycott the show in Shanghai.
This is not the first time that Dolce & Gabbana has reacted in China. Last year, then their ads were criticized as they were accused of showing only the ugly side of life in China.
"Our dream was to present a special tribute to Shanghai in China," the founders of Domenico Dulcio and Stefano Gambana told Reuters news agency.
"What happened today was unfortunate not only for us but also for all the people who worked day and night to make it show."