Chinese milk tea brand Chagee is facing a growing backlash ahead of its highly anticipated launch in Vietnam.
The controversy stems from the discovery that the company’s digital app appears to feature the disputed ‘nine-dash line,’ a map representing China’s claim over the majority of the East Sea, which Vietnam considers a violation of its sovereignty.
Vietnamese social media users have called for a boycott of the brand, with some sharing images of the controversial map.
The situation escalated when a social media account using Chagee’s logo allegedly responded dismissively to a customer’s protest about the map, saying, “Chagee does not lack friends as customers.”
Although the authenticity of these responses is uncertain, reports suggest multiple fake accounts are fueling the debate.
Chagee, which was founded in Shanghai in 2017, has yet to officially address the incident.
The brand, known for its rapid expansion across Southeast Asia with over 5,000 locations, was preparing to open its first store in Ho Chi Minh City’s central business district.
The issue is reminiscent of a 2021 incident when global retailer H&M faced a similar boycott in Vietnam over the same territorial dispute.
Industry experts are now advising Chagee to reconsider its market entry, citing reputational damage that goes beyond its products or services.
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