Russian star Vladislav Ivanov Photo: CFP

Russian star Vladislav Ivanov, better known by his stage name Lelush, posted a statement on China's Twitter-like Sina Weibo on Wednesday announcing that he has cut all ties with multinational beauty brand Avon because the brand hurt Chinese sovereignty and territorial integrity by referring to the island of Taiwan as a country.

The statement, written by a law firm in Shanghai, stated that the brand violated the one-China principle by featuring "extremely wrong" content on the official website of Avon in Taiwan.   

The link included in the statement is one page of the website, and Chinese news website ifeng.com noted that the brand's official site referred to the island as "the Republic of China." 

Lelush's company said that Avon's political stance created the "wrong political image in China" and that the content on the website would not only negatively impact Lelush's image but also breaks the one-China principle and so will no longer allow the brand to use Lelush's image in its marketing. 

The company also urged the brand to delete or correct the content on the website having mistakes instantly and ensure that improper reports have been deleted.  

The Global Times reporter checked the website on Thursday, finding that "Republic of China" has disappeared and been replaced by "Taiwan."

Lelush and his company emphasized in the statement that the star firmly supports the one-China principle and China's sovereignty and territorial integrity.

The Russian star's action and stance was complimented by Chinese netizens on Sina Weibo. The hashtag "Lelush cuts ties with Avon" has earned more than 330 million views as of Thursday afternoon.

Netizens in China said that Lelush is a good example for other foreign celebrities to follow.

"As a Russian, he can understand how the one-China principle is important to the country and the country's people, and he can respect China's top issue - sovereignty and territorial integrity - through action. I hope all foreign celebrities and stars can learn from him," Wan Fang, a 27-year-old Chinese who works at an advertising company, told the Global Times on Thursday.

Following Lelush's statement, Avon Products (China) CO. Ltd published its own statement on Sina Weibo saying that the company is very disappointed with the star's decision to end cooperation with the brand despite the company's best efforts to save it. 

The Avon statement emphasized that the brand supports the one-China principle and carries out the principle in the global market.

In comments under the Avon statement, netizens expressed doubt toward the company. 

Lelush has become popular since appearing on hit reality show Chuang 2021, which aimed to form China's next boy band sensation. While most competitors become popular for their good looks and positive personality, viewers were entranced by Lelush's completely negative attitude and sulky, bored face.

Many brands including Avon approached Lelush, as he has got a lot of fans after the show.

In June, Avon faced a boycott call by Chinese netizens over a map of China on its website that classified Taiwan as a separate country, news website china.com.cn reported.