I (almost) feel sorry for the Spanish boss.
This is said with zero knowledge of him as a person (so if he's a genuine piece of trash, then fair enough), but it feels a little like the kiss is an excuse to go after him for other reasons.
Yes, you have to be pretty bloody stupid to do what he did on a global scale - But having watched it live at the time, I don't think there was any sinister motives, and the Spanish have a pretty touchy feely culture in general.
Either way, in this day and age he should know better, and he was always going to lose the following arguments.
I think what ever happened "live", among the emotions is one thing.
what happened afterwards is another.
the PR boss should be fired, because I think they handled the situation very poorly.
I think if they handled the situation better, then maybe, things won't turn out so ugly for everyone on that national federation.
But it feels like, the national federation is THE boss, and they want to be the boss and, saying sorry, it was a mistake, is not part of the DNA and they want to fight it.
Taiwan part - have PM you, hope it helps