London (CNN Business) Actor John Boyega has ended his association with perfume brand Jo Malone after the company controversially cut him from a commercial for the Chinese market.
Boyega , 28, created the short film himself but was replaced by actor Liu Haoran for the Chinese version, a decision the "Star Wars" actor said was "wrong" in a Twitter thread announcing his resignation Monday.
"Their decision to replace my campaign in China by using my concepts and substituting a local brand ambassador for me, without either my consent or prior notice, was wrong," wrote Boyega, adding that the film celebrated his personal story and featured his family and friends.
"While many brands understandably use a variety of global and local ambassadors, dismissively trading out one's culture this way is not something I can condone," he said.
I have decided to step down as Jo Malone's global ambassador.
When I joined the brand as their first male global ambassador last year, I created the short film we used to launch the campaign.
It won the Fragrance Foundation Virtual awards 2020 for Best Media Campaign.
— John Boyega (@JohnBoyega) September 14, 2020The original version, titled "London Gent," shows Boyega walking through Peckham, the London neighborhood where he grew up, riding a white horse alongside young people on bicycles and dancing at a party.
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