A wave of backlash is sweeping across Vietnam following allegations that the Baby Three doll features imagery resembling the disputed "nine-dash line", a symbol associated with territorial claims that violate Vietnam’s sovereignty.

Whether intentional or accidental, many believe that any product linked to such a violation should not be permitted for sale in Vietnam.

The boycott gained momentum after Anna Eyewear and well-known content creator Dang Tien Hoang (ViruSs) announced they were cutting ties with the Chinese manufacturer behind Baby Three. The decision came after concerns were raised about the doll’s design, which some say resembles the disputed maritime claim.

On March 5, Anna Eyewear officially announced that it would terminate its collaboration with Baby Three, despite previously having a successful business meeting with CEO Xiao Bai.

The two parties had been in discussions to produce 10,000 units of Baby Three dolls for an upcoming collection set to launch in April 2025.

Anna Eyewear clarified that its core business is eyewear, and that its collaboration with Baby Three was solely part of a strategy to enhance customer experience. However, by the afternoon of March 5, the company became aware of the controversial imagery on Baby Three dolls.

The company’s representatives promptly addressed the issue with their Chinese partners, stating: "Our visit to the Baby Three headquarters in China opened up exciting new collaboration opportunities for 2025. However, today we have learned that the Baby Three ‘Town Bunny Ver. 2’ doll features inappropriate imagery. Whether intentional or accidental, we cannot accept any disrespect toward our national sovereignty. As a Vietnamese company and as Vietnamese citizens, we understand that protecting our country’s territorial integrity is our top priority. Therefore, we regret that we cannot proceed with this partnership between Anna and Baby Three."

Anna Eyewear emphasized its commitment to providing high-quality products while also upholding cultural and ethical values. Given this, the company made the final decision to halt all collaboration with Baby Three.

On the same day, content creator Dang Tien Hoang (ViruSs) also announced that he would stop importing and selling Baby Three dolls after discovering the controversial imagery. According to him, the "Town Bunny Ver. 2" doll contains sensitive symbols in its graffiti-inspired eye design, which sparked public outrage.

The announcements from both Anna Eyewear and ViruSs quickly attracted widespread attention from the online community. Many people pointed out that the graffiti on the doll’s face closely resembles the "nine-dash line", a symbol China has used to assert disputed territorial claims in the East Sea. This discovery has led to a growing call to boycott Baby Three dolls in Vietnam.

According to information provided by ViruSs, the Chinese manufacturer behind Baby Three responded to the controversy by stating that the doll’s face design was purely an abstract gothic-inspired artwork. They insisted that all lines, patterns, and symbols were based on fantasy art concepts and did not represent any specific geographical features.

"If people find this particular facial expression problematic, our company is willing to discontinue this design," the Chinese manufacturer stated.

Speaking to VietNamNet on the evening of March 6, Bui Quang Cuong, CEO of iViet Solution, emphasized the importance of vigilance when dealing with imagery that could violate national sovereignty. He advised that whenever potential violations arise, Vietnamese businesses and entrepreneurs should take a firm stance. He suggested that companies request adjustments from their partners when possible, ensuring that all products comply with Vietnam’s legal and ethical standards.

According to Metric’s 2024 e-commerce sales report, Baby Three toys generated $1.6 million in revenue in Vietnam in 2024. The brand only started gaining traction in the Vietnamese market in September 2024, yet it quickly became a best-selling toy. However, with the current boycott movement, the future of Baby Three in Vietnam remains uncertain.

Binh Minh