Chilul Hashem is for yidden, and probably for others as well. (This is what I’ve heard; if anyone has a source which either agrees or disagrees, please let me know.)
If something is proper according to halacha (not just acceptable, but demanded by halacha), then it is a kiddush Hashem, even if it angers people. (This is pashut – think bris milah in communist Russia, R’ Akiva teaching Torah, etc.)