Shein, a China-based ultra-cheap e-commerce platform, faces the threat of severe sanctions from French authorities for selling an adult sex doll that evoked a child. The French government called the sale of the doll an "illegal and repugnant act" and said it would not rule out banning the company's services in the country if it happens again.
On the 3rd (local time), the Wall Street Journal (WSJ) reported that France's consumer protection authority recently confirmed that Shein sold a sex doll on its website and filed a complaint with prosecutors. The doll was about 80 centimeters tall, in the form of a young girl holding a teddy bear, and the product description reportedly included phrases such as "for adults" and "realistic structure."
Shein said, "The doll in question was removed immediately after it was identified," and added, "The product was listed on the marketplace by an external seller, and we are investigating how it bypassed our internal review process." Shein Chair Donald Tang also said, "We take this matter very seriously. We will take swift and stern action," moving to contain the fallout, but authorities remain firm.
Minister Roland Lescure appeared in a TV interview and said, "These horrific items are illegal," adding, "If similar conduct is repeated, we have the right to ban Shein's access to the French market."
In particular, the controversy erupted just before Shein was set to open its first brick-and-mortar store on the 5th at BHV Marais in central Paris, amplifying the backlash. Earlier, BHV Marais pursued bringing in Shein to attract younger customers, but immediately after announcing the decision, it faced fierce opposition from Paris city authorities and brands.
Located across from Paris City Hall, the department store was founded in the 1850s, boasts a long history, and is regarded as "the last department store for Parisians."
Once Shein's entry was confirmed, dozens of French brand shops withdrew their tenancy contracts within BHV Marais, and employees reportedly staged protests in front of the store. Guillaume Alcan of the shoe brand OdaZé said, "Shein's entry feels like an insult to Parisians," while Yasmin Oquiez Bulong, founder of the upcycling bag brand Rive Droit, also declared a withdrawal, saying, "Shein's entry is a more serious issue than the nonpayment of deposits."
However, SGM, which operates BHV Marais, says it will proceed with opening the Shein store as planned. SGM head Frédéric Moulin said, "We regret the controversy, but we will not be swayed by political correctness," adding, "We will sell only clothing produced directly by Shein and strictly comply with European and French regulations."
Meanwhile, the incident has prompted speculation that France and other European countries could tighten regulations on ultra-cheap Chinese products. After U.S. President Donald Trump erected tariff barriers and scrapped duty-free benefits for small parcels under $800, Chinese platforms turned their gaze to Europe instead of the United States. Temu, TikTok Shop, and Joybuy have rapidly entered the European market and are focusing on expanding logistics networks in Europe.
In fact, the European Commission (EU) is investigating whether Shein and Temu have violated marketing strategies and safety standards, and French authorities imposed a €40 million (about 66.2 billion won) fine on Shein in July. German authorities are also conducting a separate investigation into Temu.
Sarah El Haïry, a French government official, said of the matter, "It is not enough that Shein removed the illegal product," emphasizing, "Strong measures are needed, such as forcing the company to submit supplier and buyer information to authorities."