Baku – August 2, 2025
Chinese e-commerce giant Temu has come under fire in Azerbaijan for a controversial product design that features the image of the Azerbaijani manat printed on a towel. The item, which sparked widespread backlash on social media, is seen by many as a disrespectful misuse of a national symbol.
While the design may appear innocent at first glance, critics argue that using the national currency on household items like towels or rugs, which are often placed underfoot, is offensive and degrading. Beyond its monetary value, each element on a banknote reflects national identity and sovereignty.
Legal and Ethical Boundaries
Many countries—including Japan, the UK, and several EU member states—legally restrict the commercial use of national currency images, especially on items intended for casual or degrading use. In some jurisdictions, such actions can result in administrative penalties.
Azerbaijani legislation does contain provisions for penalties related to disrespect toward national currency, but these only apply within the country’s borders. As such, Temu’s actions, taking place outside Azerbaijan, fall into a legal gray area.
Legal Perspective: No Violation, But Tone-Deaf
Speaking to Bizim.Media, legal expert Akram Hasanov downplayed the controversy, arguing that the depiction of currency does not constitute a legal violation:
“Major powers don’t react to such things—only smaller states tend to get sensitive. This isn’t an actual banknote, just an image. So what if someone printed it on a towel? There’s no obscenity involved. Many countries tolerate similar designs.”
Hasanov further stated that even within Azerbaijan, such designs are not explicitly banned unless legislation directly prohibits them. “Unless a clear legal mechanism exists to block these designs abroad, we shouldn’t expect enforcement,” he said.
Public Sentiment: It’s Not “Just Design”
Despite the legal ambiguity, many citizens and commentators argue that silence is not an option. For them, this issue goes beyond legality—it’s about national pride and symbolic respect.
“Today it’s a towel—tomorrow it could be the flag or the national anthem printed on a doormat,” one user commented online. “Calling it ‘just a design’ is a dangerous precedent.”
While legal recourse may be limited, public pressure and consumer outrage could prove effective. Some have called for official diplomatic responses or at least a formal condemnation of the act to prevent similar incidents in the future.
In a country where national symbols hold deep cultural significance, many believe that defending those symbols—even against a global retailer—is not just a matter of policy, but of identity and dignity.
