Popular Chinese milk tea chain Chagee, is facing backlash in Vietnam due to the controversial "nine-dash line" dispute, according to Vietnamese media reports.

This incident follows a series of boycotts Vietnam has imposed on foreign brands over territorial concerns in the South China Sea.

Chagee’s use of Controversial nine-dash map, sparking fury

Chagee, a well-known Chinese milk tea brand, had initially announced plans to open its first store in Vietnam, after securing a prime location in Ho Chi Minh City.

But its plans were thwarted when Vietnamese customers discovered that the login screen of Chagee's official app appeared to display a map featuring the controversial "nine-dash line."

The revelation quickly spread across Vietnamese social media, leading to an outpouring of criticism and calls for a boycott. Shortly after the uproar, Chagee's app was removed from both the Google Play Store and Apple’s App Store in Vietnam.

Chagee is not the first Chinese to have faced this issue. Another Chinese brand, Baby Three, has also encountered resistance in Vietnam over similar concerns. Vietnamese consumers alleged that a tear-shaped design on one of the brand’s toys resembled the controversial “nine-dash line.”

This prompted Vietnamese authorities to launch a nationwide investigation and implement strict measures against the production and sale of the toy.

Vietnam’s Stance on the “Nine-Dash Line”

Vietnam has long maintained a strong stance against any representation of the “nine-dash line,” viewing it as part of its broader efforts to dispute China’s territorial claims in the South China Sea. The Vietnamese government has consistently enforced strict regulations against maps, films, and products containing the disputed demarcation.

In recent years, several high-profile international films have been banned in Vietnam due to similar concerns. In 2022, Sony’s Uncharted was prohibited from screening, and in 2023, the Barbie movie was denied a release. Additionally, the Chinese television drama Flight to You was also banned in Vietnam for allegedly featuring maps displaying the “nine-dash line.”

Ge Hongliang, Vice Dean of the ASEAN College at Guangxi Minzu University, commented that Vietnam has consistently opposed China’s maritime claims on global platforms, attempting to align itself with the United Nations Convention on the Law of the Sea (UNCLOS) while framing China as a violator.

Broader Implications for Bilateral Relations

Beyond economic and commercial restrictions, Vietnam’s strict stance on this issue has also impacted individual Chinese travelers. Reports suggest that some Chinese citizens have been denied entry into Vietnam due to passport-related “map issues.”

China, however, has maintained that its sovereignty over the South China Sea is backed by historical and legal foundations. The Chinese government first introduced the dotted line as early as 1948, reaffirming its territorial claims. The Chinese Foreign Ministry has repeatedly emphasized that its position on the South China Sea is based on historical legitimacy and international law.

Beijing has also reiterated its commitment to resolving maritime disputes through diplomatic negotiations with directly involved parties while working alongside ASEAN nations to maintain regional peace and stability. The Chinese Foreign Ministry has cautioned that creating disputes and escalating tensions does not serve the interests of peace in Southeast Asia.