Chagee was boycotted because of the "cow tongue line", but still brazenly opened in Ho Chi Minh City.

After the scandal of using the illegal "cow tongue line" map, Chagee faced a wave of intense anger from Vietnamese public opinion. This reappearance in Ho Chi Minh City after a period of silence has made the online community call for a boycott even stronger.

After nearly 4 months of silence since being caught up in the controversy of using the illegal "cow tongue line" map image, Chinese milk tea brand Chagee is preparing to open a new store in Ho Chi Minh City. Although it has not officially opened, this move has immediately attracted strong public attention, mostly angry opinions and calls for a boycott.

In March 2025, the Vietnamese online community discovered that Chagee's global application and website displayed an image of the "nine-dash line map", an illegal claim of sovereignty by China in the East Sea. This image goes against Vietnam's official stance and sovereignty, angering many users, who called for a boycott of the brand.

Not stopping at social networks, the incident also attracted attention from the media and authorities. The Department of Culture and Sports of Ho Chi Minh City and the police have stepped in, requesting verification and strict handling if there are signs of law violations. In response to the wave of fierce protests, Chagee has removed the application from download platforms in Vietnam and limited interactions on social networks. However, the company's failure to officially explain or apologize has further angered the public.

After many months of almost "disappearing" from the Vietnamese market, Chagee Vietnam recently suddenly announced a new opening plan at 59 Nguyen Duc Canh, Tan Hung Ward, District 7, Ho Chi Minh City on July 16, 2025. This information was posted on the official personal page, along with a shared image under completion, with the highlight being the Vietnamese national flag hung solemnly in front of a detail considered an effort to "make up" with the public.

Notably, the post announcing the opening had disabled comments, but that did not stop thousands of angry comments from netizens. After just a few hours, the post had received more than 14,000 angry comments, along with many shared posts calling for a continued boycott of the brand.

Not stopping at just one store, many sources said that Chagee is planning to expand in Ho Chi Minh City with a chain of stores located in "diamond" locations. The location is in District 7, Phu My Hung urban area - one of the bustling areas that attracts young people and foreigners to live. This could be a strategic step to restore the brand image and reach potential consumers.

However, media experts say that Chagee’s lack of clear action to thoroughly handle the illegal map incident, as well as its failure to issue a public apology, will be a major obstacle to any repositioning efforts. Because in the Vietnamese market, where consumers are increasingly concerned about sovereignty and culture, transparency and respect are indispensable.

On forums, many people believe that Chagee is trying a "quiet comeback strategy", but consumer trust has been severely damaged. Some people emphasize that if the brand does not show goodwill through concrete actions such as apologizing, committing to not repeat the offense, and clearly expressing its stance of respecting Vietnam's sovereignty, the boycott wave will continue.

Chagee's return to Ho Chi Minh City after the "cow tongue map" scandal is still causing fierce controversy. Despite choosing a beautiful location and making media moves such as hanging the Vietnamese national flag, the brand has yet to make a public apology or clear justification. In the context of Vietnamese consumers becoming increasingly sensitive to sovereignty issues, the lack of transparency and responsibility will make it difficult for Chagee to restore trust and develop sustainably in the domestic market.

Customers noted Chagee staff finishing cleaning up in preparation for the opening on the morning of July 16 in Phu My Hung, a visual sign that the brand was serious about re-entering the market. However, the app still maintained a 1-star rating, reflecting the wave of outrage that has not yet subsided.

Milk tea case with "cow tongue line": Authorities intervene, one side gets hit by stray bullet Bình Minh07:01:41 17/03/2025After Baby Three, it's the turn of a milk tea brand from China, about to launch in Vietnam, to be suspected of being related to the nine-dash line. People are calling for a boycott of this brand.