Since July, the relations between the two countries have continued to be rigid due to Japan's export control against South Korea. The business community and the private sector have also been affected. There has been a boycott of Japanese goods among the Korean people. Many Japanese companies lie in the locals. The Japanese beer brands have been suspended in South Korea's TV advertisements, and the Korean Airline has announced some of the scheduled flights to Japan. At the top of the storm is the number of UNIQLO. According to Japanese media reports, local time July 24th, a labor group composed of couriers and other staff members held a press conference in front of the Japanese Embassy, saying they refused to distribute UNIQLO goods, in order to express their protest against Japanese practices and express their dissatisfaction with the previous statements of the company's executives.

UNIQLO has been deeply involved in the whirlpool of public opinion recently. UNIQLO's parent company has made two apologies twice. In July 22nd, UNIQLO parent company Xun marketing group apologized again, because the apology issued earlier was criticized for lack of sincerity.

All the disturbances came from July 11th, when the group CFO Okazaki, who was openly speaking to the Korean boycott of Japanese goods, said that it had a certain impact on the sales of the company, but it did not affect the long-term trend. The news has since been interpreted as "laughing at Korean consumers" and fermenting rapidly on the Korean network. In July 16th, the first time an announcement of apology was made by the fast retailing company, saying that the statement made by the senior executive had caused discomfort. But the apology was not sincere.

The two apology came from the second sale, which is called CFO's original saying. "UNIQLO has always been popular in Korea. We will continue to do our best to provide you with quality products and services. We believe that it will not produce long-term effects, and the short-term impact is certain. The statement said that the company's intention was not so. Executives should clearly say "we want" instead of "we think", resulting in a misinterpretation of "we think the boycott will not last too long" on the Korean network, which has caused dissatisfaction among Korean consumers.