Introduction:The Chinese tea beverage brand Chagee had planned to open its first store in Ho Chi Minh City, Vietnam, but unexpectedly faced strong backlash from Vietnamese netizens due to an apparent "nine-dash line" marking in the in-app map, which is associated with territorial claims in the South China Sea. This led to a mass boycott on local social media platforms, and both the official app and related content were removed from two major app stores. This article delves into the details of the incident, examining the sensitive issues surrounding maps and local regulatory risks that brands should be aware of when expanding overseas.

The emerging Chinese tea brand Chagee was set to make a high-profile debut in Ho Chi Minh City, Vietnam, but just before the grand opening of its first store, it sparked intense anger among Vietnamese internet users after an in-app map displayed what appeared to be the "nine-dash line" in the South China Sea. This quickly ignited a wave of boycotts.

On the 7th of this month, Chagee launched a promotional campaign via its official Facebook account in Vietnam, inviting users to download the app to participate in opening event activities and receive a free drink. However, many users noticed that the map shown within the app displayed a dashed line resembling China's claimed "nine-dash line," a highly sensitive issue in Vietnam. At the same time, the same map content was found on the brand’s official website, and news of the issue rapidly spread across social media platforms.

A large number of Vietnamese netizens flooded Chagee’s Facebook page, reacting to related posts with angry emojis and demanding the immediate removal of the “inappropriate map.” Currently, each post on the brand’s Vietnam page has garnered thousands or even tens of thousands of negative reactions, with one particular post accumulating over 30,000 angry reactions.

In addition to the fierce backlash on Facebook, some users also publicly shared screenshots showing that Chagee’s alleged response to customer criticism on TikTok — via what they believed to be the brand’s official account — included the harsh statement, “Chagee doesn’t need customers like you,” further escalating the controversy. Although the response was later deleted, user comments remain visible, dealing another blow to the brand’s image.

Faced with mounting public pressure, Chagee swiftly removed its app from the Google Play and Apple App Stores in Vietnam. Users attempting to download the app now see a message stating, “This app is not available in your region.” However, the app can still be found through certain third-party platforms or on Android systems, keeping the dissatisfaction among Vietnamese netizens alive.

It is worth noting that the “nine-dash line” is a boundary line drawn by China in the South China Sea, overlapping with the maritime claims of countries such as Vietnam and the Philippines. It has long been a focal point of geopolitical and international legal disputes. The Vietnamese government maintains strict control over any form of representation of the “nine-dash line,” whether in publications, video content, or commercial products. Such representations are often interpreted as provocations against Vietnam’s sovereignty, leading to strong public backlash. Previously, Vietnam conducted a nationwide investigation over concerns that a Chinese plush toy’s facial graffiti may have included imagery resembling the nine-dash line.

According to external information, Chagee’s first Vietnamese store was located in one of the busiest areas of Ho Chi Minh City, approximately 100 meters from the well-known Nguyen Hue Walking Street — a bustling spot popular with tourists and young people. Since announcing its entry into Vietnam on March 3rd, the brand had already generated significant attention on social media, with many users sharing updates on the store’s renovation progress and eagerly anticipating its official opening. Unexpectedly, before even selling a single cup of tea, the brand found itself in the midst of a PR crisis due to the map controversy.

As of now, Chagee has yet to release any official statement regarding the incident, leaving the future of its operations in the Vietnamese market uncertain.

The above content is compiled by CoffeeHunters, a coffee news website.