Who is the head of the Chagee Vietnam milk tea shop that is being called for a boycott by the community?

Chagee's first store at the Dong Khoi - Nguyen Thiep intersection, District 1 - Photo: HONG PHUC

Ms. Vo Thi Thien Nga, former general director of Nova FnB, is currently the head of business location 131-133 Dong Khoi Street, District 1, Ho Chi Minh City.

According to the notice of repair, renovation, and construction commitment at this site announced by Bong Sen Joint Stock Company, the site has an area of 198.9 m2 ^with the repair and renovation period from March 3 to April 25, 2025.

This is said to be the first store in Vietnam of Chagee Vietnam Co., Ltd., a company that is being called for a boycott by the online community because its mobile application displays a map suspected of containing the illegal "cow tongue line", violating Vietnam's sovereignty .

According to the latest summary report on business registration information of Chagee Vietnam, Mr. Nguyen Anh Duy, born in 1992, is the director and legal representative.

When Tuoi Tre Online contacted him to discuss the issue of Chagee's map containing the "cow tongue line", Mr. Nguyen Anh Duy refused to answer over the phone, saying it was "not convenient to share" and then hung up.

Ms. Vo Thi Thien Nga - Photo: NOVA

Ms. Vo Thi Thien Nga, former general director of Nova FnB, a company established in 2015 with the original name of Nova Foods Joint Stock Company, then changed its name to Mega Foods & Beverages Joint Stock Company.

By 2020, No Va Real Estate Investment Group Joint Stock Company introduced Nova FnB, a member of Nova Service under Nova Group.

According to her self-introduction information on her personal LinkedIn account (now closed), Ms. Thien Nga held the position of CEO of Nova FnB from August 2021 to January 2023.

She then moved to work at Nova Service Group and was CEO of Nova Commerce for more than a year.

Before taking on the leadership position of Chagee Vietnam, Ms. Nga was the deputy general director of VFBS, a company under Imex Pan Pacific Group (IPPG) founded by "luxury goods king" Johnathan Hanh Nguyen.

VFBS specializes in franchising foreign food and fast food brands such as Burger King, Domino's Pizza, Popeyes.

Ms. Nga worked at VFBS for one year and three months before moving to Chagee Vietnam.

Before opening its first store in Vietnam, the Chagee milk tea chain has faced a wave of boycott calls from the online community due to the company's map showing broken lines, similar to the "cow tongue line".

On Chagee Vietnam’s official Facebook page, every post receives thousands of angry reactions. The most recent post attracted more than 35,000 angry reactions, with most of the comments calling for a boycott of the brand.

Chagee is a famous milk tea chain in China, founded in 2017 in Yunnan province, with more than 6,000 stores globally, has expanded to Malaysia, Singapore, Thailand and the US.

The brand positions itself as the "Starbucks of the East" and has big ambitions in the international market.

Tuoitre.vn
Source: https://tuoitre.vn/ai-dung-dau-cua-hang-tra-sua-chagee-viet-nam-dang-bi-cong-dong-keu-goi-tay-chay-20250316120228739.htm