by Xinhua writer Jin Jing

LONDON, Aug. 18 (Xinhua) -- Online retail giant Amazon has become the latest target of Chinese furor after selling T-shirts inciting Hong Kong "independence." As of Saturday, black T-shirts printed with such slogans as "Free Hong Kong" can still be found on its British and U.S. websites.

Users on China's microblog Weibo have responded with hundreds of thousands of posts with the hashtag #AmazonTshirt, condemning Amazon for selling pro-Hong Kong independence merchandise.

Caught in the rage, Amazon has issued a belated apology but failed to take immediate action to withdraw its controversial items.

Amazon is not the first company that infuriates Chinese consumers due to its arrogance, or at best lack of awareness over China's sovereignty. Crystal jewelry maker Swarovski, and luxury fashion brands Coach, Givenchy and Versace have either recalled products implying that Hong Kong, Macao and Taiwan are "independent countries" or been reviewing the content of their website.

Zara, Marriott, Gap and McDonald's have previously infuriated Chinese customers by listing Chinese regions as separate entities. They also apologized later.

Prompt and sincere apologies are always welcome. But baffling is how foreign firms make such mistakes in the first place. Ignoring the basics of Chinese geography comes at a big price.

Respect for China's sovereignty and territorial integrity is a must for companies wishing to do business in the world's most populous country.

It is obvious that foreign companies can not afford to overlook China, one of the fastest-growing and most lucrative markets in the world. In 2018, Chinese consumers at home and abroad spent 115 billion U.S. dollars on luxury items, equal to a third of global spending, according to a report by consulting firm McKinsey.

Although Seattle-based Amazon has stopped seller services in China starting July 18, it still has a flourishing cloud business in China. Furthermore, according to Marketplace Pulse data reports published in May, 40 percent of the top sellers on Amazon are based in China.

In an era of globalization, international trade is never a "politics free" transaction but a complex procedure complete with economic, political, diplomatic and cultural consequences.

In March, China's National People's Congress passed the foreign investment law, a landmark legislation that will provide stronger protections and a better business environment for overseas investors.

Only with full compliance with Chinese laws and, above all, respect for Chinese sovereignty and territorial integrity will foreign investors win the hearts of Chinese consumers, and subsequently, their wallets. Enditem

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