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Core Viewpoint - The recent "explosion mountain" event organized by the brand Arc'teryx has sparked widespread public outrage due to its potential ecological damage in the fragile environment of the Himalayas, raising questions about the brand's commitment to environmental protection and cultural respect [2][8][16]. Group 1: Event Overview - The "Ascend Dragon" event involved igniting colorful fireworks from approximately 4,600 meters above sea level, reaching the summit at 5,050 meters, as part of Arc'teryx's "Towards Beauty" series [2][9]. - The event aimed to explore local culture through art, but the execution has been heavily criticized for lacking proper environmental assessments and potentially harming the ecosystem [2][5]. Group 2: Public Reaction - Social media backlash labeled the fireworks display as "earth's shingles" and "a colorful lump," indicating strong disapproval from the public [4]. - Critics highlighted the inadequacy of the brand's environmental measures, questioning the effectiveness of using biodegradable materials in such a harsh climate [5][6]. Group 3: Ecological Concerns - Experts pointed out that the high-altitude environment has a very slow decomposition rate, making the use of biodegradable materials questionable [5]. - The destruction of vegetation and soil due to the fireworks is seen as a significant and potentially irreversible ecological impact [5][9]. Group 4: Brand Strategy and Identity - Arc'teryx, under Anta's ownership, is attempting to shift its brand narrative to resonate with urban elites while maintaining its outdoor heritage [11][14]. - The brand's previous initiatives focused on environmental protection, contrasting sharply with the recent event, which has been perceived as a marketing misstep [9][16]. Group 5: Future Implications - The backlash from the event poses a serious challenge for Anta as it aims to position itself as a global brand, emphasizing the need for a balanced approach between marketing and ecological responsibility [16][19]. - The incident serves as a critical lesson for brands in understanding and respecting their consumer base, particularly those passionate about outdoor activities and environmental conservation [26][27].