当海拔5500米的喜马拉雅山脊上升起五彩烟花，始祖鸟本想与艺术家蔡国强合作，通过烟花艺术项 目"升龙"表达高山文化，巩固品牌的户外高端形象，没想到"炸山"行为在舆论场上也炸了锅。 舆论不断发酵，蔡国强、始祖鸟发文道歉，始祖鸟表示将展开及时有效的补救行动。新华社评论称"放 错了地的'烟花秀'，再美也是破坏"，遵守法律法规是底线，而对生态环境和自然的敬畏是高线。 人民微评发出系列追问：烟花散去，不能仅留下道歉。会否破坏青藏高原生态环境？会否惊扰当地的动 植物生长？该如何修复？营销活动，该如何规范？ 9月21日凌晨，西藏"云端珠峰"微信公众号发布通报，日喀则市委、市政府高度重视，已成立调查组第 一时间赶赴现场核查，后续将根据核查结果依法依规处理。 作为始祖鸟品牌"向上致美"的一部分，用烟花燃放形成"飞龙腾空"的视觉景观，在互联网上一播出就引 起广泛关注，并很快引发了一场关于商业流量、艺术表达与生态责任的尖锐质询。 其中，最核心的问题是烟花表演对当地环境生态造成的影响。 主办方公布的一系列"环保"措施，即使是用了环保材料，实现了动物疏散，仍没能平息舆论的质疑。 目前看，主办方事前所采取的保护措施，在科学理论和专业实践 ...

Core Viewpoint - The incident involving the firework display by the brand "始祖鸟" (Arc'teryx) in the environmentally sensitive region of the Himalayas has sparked significant public backlash, raising questions about the brand's commitment to ecological responsibility and the appropriateness of such marketing strategies in fragile ecosystems [1][4]. Group 1: Environmental Impact - The firework display's environmental impact in the fragile high-altitude ecosystem remains difficult to assess systematically, necessitating ongoing observation [3]. - Experts have raised concerns about the effectiveness of the protective measures taken by the organizers, such as using salt bricks to guide small animals away from the area, questioning their actual impact on wildlife [2]. - The region is recognized as one of the most important ecological barriers globally, and human-induced damage is often irreversible, requiring extensive time for recovery [3]. Group 2: Brand Image and Marketing Ethics - The incident has led to a reevaluation of the brand's identity as an outdoor company, questioning why a brand that promotes "closeness to nature" would engage in environmentally harmful activities [4]. - The marketing strategy of leveraging events or topics for promotion is common, but it must adhere to cultural consensus, legal boundaries, and ethical standards [4]. - The use of art as a justification for environmental degradation is seen as a misinterpretation of art's essence and an affront to nature-loving consumers [4].