More foreign retail brands came under criticism from social media in China on Thursday, in the wake of Beijing's propaganda offensive against H&M over the Swedish company's previously aired concerns on Xinjiang.

Earlier this week, China denied allegations of human rights abuses by its officials in the western region of Xinjiang after the European Union, United States, Britain and Canada imposed sanctions on the officials. Beijing hit back with retaliatory sanctions on European lawmakers, academics and institutions.

Chinese state media singled out H&M on Wednesday for a statement that was reported by media last year in which the Swedish retailer said it was deeply concerned by reports of accusations of forced labour in Xinjiang, and that it...