The Star Wars actor said the decision to remove him from publicity was “wrong”, before writing on Twitter that “dismissively exchanging culture in this way is not something I can tolerate” .
“Their decision to replace my campaign in China by using my concepts and substituting a local brand ambassador, without my consent or notice, was wrong,” Boyega he told me.
“The film celebrated my personal story – featuring my hometown, including my friends and family.
“While many brands naturally use a variety of global and local ambassadors, dismissively exchanging culture in this way is not something I can tolerate.
The London-born actor, who was global ambassador for Jo Malone, added: “It’s back to back, but I assure you it will be sorted out quickly. I don’t have time for nonsense. We insist and strong. Stay blessed. people. ”
Jo Malone had apologized after removing Boyega from the publicity after being replaced by Chinese star Liu Haoran.
Boyega was recently praised for his support of the Black lives matter movement after the murder of George Floyd while in police custody in the United States.
In June, the 28-year-old stood alongside protesters in London and gave a touching speech in Hyde Park, saying he didn’t care if speaking out exposed his career.
Hollywood figures were quick to publicly support Boyega, who earlier this month accused Disney of marketing his Star Wars character as an important figure before putting him aside.
Speaking to British GQ, Boyega said Disney had given his co-stars more “nuance” and suggested the company didn’t know how to treat him like a black actor.
This is not the first time that Boyega has been removed from a China-based ad.
In Star Wars: The Force Awakens, he played the lead role of Finn – but despite this, Chinese posters promoting the film removed or diminished him and other non-white characters.
Jo Malone’s parent company Estee Lauder has been contacted for comment.