On September 19 in Shigatse, Tibet, outdoor brand Arc’teryx, in collaboration with artist Cai Guoqiang, staged an art fireworks display titled “Ascending Dragon” in Relong Township, Jiangzi County, at an altitude of about 5,500 metres in the Himalayas.

The three-part fireworks were set off along the mountain ridge, creating a dynamic “dragon-shaped” spectacle intended to convey the spirit of good fortune and vitality rooted in Eastern dragon culture.

The event was the third season of Arc’teryx’s “Beauty in Ascent” campaign, themed around “exploring high-mountain local culture.” According to the brand, the Himalayas were chosen for their raw natural beauty and sacred cultural significance, aligning with the idea of “coexistence between humans and nature.”

However, the display sparked widespread controversy. Critics warned that setting off fireworks in such an ecologically fragile high-altitude environment could damage alpine meadows, wildlife, water sources, and glaciers. Even if “biodegradable materials” were used, experts noted that decomposition in cold, oxygen-poor conditions is extremely slow, making ecological recovery a long process.

Local villagers reported that the fireworks frightened yaks and left the air filled with a pungent smell. Experts added that loud noise could trigger stress reactions in animals, chemical residues might contaminate water, and soil disruption for cleanup could cause secondary damage.

Many critics argued the event was essentially a commercial marketing stunt disguised as “land art,” contradicting Arc’teryx’s professed ethos of respecting nature. It has been labeled a “PR disaster” and an act of “greenwashing.”

Both Arc’teryx and Cai Guoqiang have since issued apologies, pledging to cooperate with third-party assessments and undertake ecological restoration measures.

Shigatse city authorities have launched an investigation, with officials promising to handle the matter in accordance with the law.