Chinese tech firm trying to burnish its brand amid questions over its potential role in Chinese cyberspying
As a nasty diplomatic feud deepens between the two countries over the tech company, involving arrests and execution orders, it hasn’t gone unnoticed that Huawei’s bright red fan-shaped logo is plastered prominently on the set of «Hockey Night in Canada.» TV hosts regularly remind the 1.8 million weekly viewers that program segments are “presented by Huawei smartphones.”
The cheery corporate message contrasts with the standoff over the arrest of Huawei Chief Financial Officer Meng Wanzhou on a U. S. warrant. In what looks like retaliation, China detained two Canadians and plans to execute a third — heavy-handed tactics that, because they leave some Canadians with the impression the privately owned company is an arm of the Chinese government, give its sponsorship a surreal quality.
The TV deal is one of many examples of how Huawei, the world’s biggest telecom gear producer and one of the top smartphone makers, has embarked on a global push to win consumers and burnish its brand. It sponsors Australian rugby, funds research at universities around the world, and brings foreign students to China for technical training. It has promoted classical music concerts in Europe and donated pianos to New Zealand schools.
Its efforts are now threatened by the dispute with Canada and U. S. accusations that it could help China’s authoritarian government spy on people around the world.
“Huawei’s marketing plan up until Dec. 1 (when Meng was arrested) was working very well,” said Guy Saint-Jacques, a former Canadian ambassador to China. Now, “public opinion is changing toward China and Huawei.”
At stake for Huawei are lucrative contracts to provide new superfast mobile networks called 5G. The U. S. says Meng helped break sanctions and accuses Huawei of stealing trade secrets. It also says the company could let the Chinese government tap its networks, which in the case of 5G would cover massive amounts of consumer data worldwide. U. S. Secretary of State Mike Pompeo pressed that point to European allies on a tour this week.
Huawei, which did not respond to requests for comment for this story, has previously rejected the allegations.
