Exactly 4 months after being called for a boycott by the community, the milk tea brand Chagee has a new move

There are two archipelagos of Vietnam.

After a long period of "silence" amidst the public storm, the Chagee Vietnam brand has just announced the opening of a store at 59 Nguyen Duc Canh, Tan Hung Ward (old District 7), Ho Chi Minh City.

This move quickly triggered a wave of backlash from the online community. Within just 2 hours of posting the announcement, Chagee’s fanpage post had recorded about 7,000 angry likes.

The official fanpage of this brand continues to lock the public comment section, only keeping the interaction section posted by the brand itself, inviting customers who participated in the previous mini-game to exchange for free tea from July 16 to August 31, 2025.

On the official website of Chagee Vietnam today, the S-shaped map associated with the two archipelagos of Hoang Sa and Truong Sa is present in the design interface.

Change of representative, change of premises

Chagee Vietnam is introduced as "an official part of the famous milk tea brand from China, Chagee".

This brand caused a stir among Vietnamese consumers in March 2025, even before the opening of its first store. The reason came from the company's ordering application being discovered displaying a map with an illegal "cow tongue line" image, violating Vietnam's territorial sovereignty .

At that time, at a location believed to be Chagee's first store at the prime location of Dong Khoi - Nguyen Thiep intersection (old District 1), Ho Chi Minh City, this brand had constructed a signboard.

However, after the incident, all signs at this location were removed. When the incident occurred, a representative of the People's Committee of District 1 confirmed that they had received information related to Chagee and requested the People's Committee of Ben Nghe Ward to verify and report the incident.

This was also the time when the online community unanimously called for a boycott of this brand, even though Chagee had not officially opened any stores in Vietnam at that time.

According to business registration information, Chagee Vietnam Co., Ltd. was established in February 2025, initially with Mr. Nguyen Anh Duy (born in 1992) as legal representative.

However, in April 2025, one month after the above incident occurred, this enterprise changed its legal representative to Ms. Vu Thi Huyen My (born in 1996), and recorded having 1 employee.

Chagee is a tea brand positioned in the high-end segment, established in 2017 and listed on NASDAQ.