Introduction

In a brewing storm of outrage, Chagee, a popular Chinese milk tea chain, is facing calls for a boycott from furious consumers in both Malaysia and Vietnam. The tension has erupted after the chain’s mobile app prominently displayed the ‘nine-dash line’—a contentious demarcation used by Beijing to outline its territorial claims over most of the South China Sea.

Background of Chagee

Founded in 2017 in Yunnan province, China, Chagee has rapidly expanded its reach, opening stores across Asia, including Singapore, Thailand, and Malaysia. However, just as the company is set to launch its first outlet in Ho Chi Minh City, Vietnam, the backlash has intensified.

Social Media Outrage in Vietnam

Social media has become a battleground for outraged customers, particularly in Vietnam, where users inundated Chagee Vietnam’s Facebook page with critical comments and memes regarding the controversial map. Many expressed their feelings about the territorial disputes over the Paracel and Spratly Islands, with comments such as “Hoang Sa and Truong Sa belong to Vietnam” dominating the conversation in both Vietnamese and English.

App Controversy and Immediate Reactions

An unexpected discovery came when users downloaded Chagee’s app to claim promotional offers, only to find the nine-dash line featured prominently. Following the uproar, reports indicate the app was swiftly removed from the Vietnamese market. Photos have circulated showing advertisements and branding being hastily removed ahead of the store’s launch. In a striking image, Chagee’s outlet in Vietnam, originally adorned with vibrant red decorations, appeared to have been painted over in grey, fueling speculation that the store’s opening could be indefinitely postponed.

Backlash in Malaysia

In Malaysia, where Chagee boasts over 100 shops, users have also taken to social media to express their anger, calling for a boycott on the official Facebook page. One Malaysian user, Jason Kee, expressed his disappointment directly: “If you don't respect Malaysia, then please (go back to China).”

Historical Context of the Nine-Dash Line

Interestingly, this controversy follows a series of similar incidents that reflect the sensitive nature of the nine-dash line. Recent events include the withdrawal of Chinese collectible dolls from stores in Vietnam due to a mark resembling the disputed line, along with the banning of the blockbuster film Barbie over a scene depicting the nine-dash line.

Geopolitical Implications

The nine-dash line is a critical issue in the region, as it claims nearly 90 percent of the South China Sea, a vital maritime route. Yet, both Malaysia and Vietnam maintain overlapping territorial claims, exacerbating tensions. Unfortunately for Chagee, the incident illustrates just how delicate the geopolitical landscape can be, and the company has yet to issue any public statements or apologies regarding this incident.

Conclusion

As the situation develops, many are left wondering what this could mean for Chagee's future expansion plans in Southeast Asia. Will this backlash force the company to rethink its branding strategies in contentious regions? Stay tuned for updates!