Consumers in Vietnam are calling for a boycott of Chinese milk tea brand Chagee after its app and website were found to display a map containing the illegal nine-dash line, violating Vietnam's territorial sovereignty.

Chagee embroiled in controversy ahead of Vietnam launch

As Chagee prepared to open its first store in Vietnam, the brand became embroiled in controversy over the appearance of the illegal nine-dash line on its app and website.

Several users reported seeing the disputed map upon logging into the Chagee app. Amid a public outcry, the company quietly removed the app from Google Play Store and Apple App Store. Previously advertised links to the app by Chagee Vietnam are now inaccessible.

By March 15, the Chagee app was no longer available for download in Vietnam, with users receiving the message: "This app is not available in your region."

However, the Chagee HK app still displayed the controversial map, and the Chagee website also contained an image featuring the illegal nine-dash line.

Public backlash and demands for a response

On Chagee Vietnam’s official Facebook fan page, numerous users expressed their anger and demanded an explanation. However, as of now, Chagee Vietnam has not issued any official response regarding the controversy.

Chagee is a high-end Chinese milk tea brand, first launched in Yunnan, China, in November 2017. Since then, it has expanded across China and several Asian markets, including Malaysia, Singapore, and Thailand, operating over 6,000 stores worldwide.

In Vietnam, Chagee is preparing to open its first store in Ho Chi Minh City.

This is not the first time Vietnamese consumers have called for a boycott over the nine-dash line issue.

Recently, the Baby Three doll series also faced backlash after an image resembling the illegal territorial claim was found on the Baby Three Town Rabbit Version 2 product.

Following public complaints, Vietnamese market regulators stepped in to investigate and strengthen monitoring of such violations.

Duy Anh