A storm of controversy has engulfed the impending launch of Chinese milk tea brand Chagee in Vietnam. Even before its first store could open its doors, the brand has found itself at the center of a significant scandal stemming from its mobile application. The app allegedly featured a map displaying the contentious “nine-dash line,” a demarcation China uses to assert expansive territorial claims in the South China Sea, directly infringing upon areas claimed by Vietnam.
This depiction ignited immediate and fierce condemnation from Vietnamese consumers. The “nine-dash line” is a deeply sensitive issue in Vietnam, viewed as a blatant disregard for the country’s sovereignty and international law. Outrage quickly spread like wildfire across social media platforms, with fervent calls for a nationwide boycott of Chagee products.
The intensity of the public backlash appears to have prompted swift action. Within a short period, the Chagee Vietnam application was reportedly removed from both the Google Play Store and the Apple App Store within Vietnam. Furthermore, there have been unconfirmed reports and circulating images online suggesting that the brand’s signage has been taken down from its soon-to-be-opened location in Ho Chi Minh City.
As of the current moment, Chagee has remained silent on the escalating situation, failing to issue any official statement or clarification regarding the controversial map displayed on its application. This silence has only served to further fuel the anger and disappointment among Vietnamese consumers.
The Chagee scandal serves as a stark reminder of the critical importance of cultural sensitivity and respect for national sovereignty when international brands enter the Vietnamese market. It underscores the power of consumer sentiment and the potential for swift and significant repercussions when brands are perceived to be undermining Vietnam’s territorial integrity. The unfolding situation will undoubtedly be closely watched by both consumers and businesses alike, highlighting the delicate balance that international brands must navigate in the Vietnamese landscape.